P&G sells 'love' in regional SK-II ads

Procter & Gamble has unveiled a new TVC to support the initiative, running in Hong Kong, Taiwan, Malaysia and Singapore. The campaign features celebrity Qi Qi, while the Singapore component also includes outdoor, print, point-of-sale and PR. In common with many P&G initiatives over the past year, the outdoor execution is particularly innovative -- placing large FTE bottles and massive visuals that cover the walls and ceiling on a high-traffic underpass that links SK-II counters at two major department stores. According to P&G country marketing manager Jopa Malantic, the outdoor work is a direct translation of the TV spot, which features Qi Qi discussing her lifelong relationship with FTE, and playfully comparing her love for the brand with her husband Simon Lam, who also appears in the ad. "It's a direct translation of what the TV copy is, because we want to get that in-front awareness, so they go to the department store," said Malantic. Copy from the TVC includes Qi Qi saying: "In my 20s, I fell in love. In my 30s, I knew it was for life." The brand also scored significant media coverage of the campaign, after featuring Qi Qi at a 'Love Affair Party' in the city, along with a visit to department story Tang's Beauty Hall. In addition, P&G is running gatefold print ads in women's magazines. Malantic said FTE is viewed as the 'hero' product of the SK-II range, because of the 'miracle' properties of key ingredient SK-II Pitera. Outside Japan and Korea, female skincare regimens generally consist of three steps: cleansing, toning and moisturising; the fourth 'essence' step added by FTE is less well established, particularly in Malaysia and Singapore. "We're trying to drive that essence is really key for your skincare regimen, and we've been changing behaviour," said Malantic. "The (campaign) gives the brand a new level of personality."