Pond's takes aim at rivals with colour sell

<P>MANILA Pond's has kickstarted a new TV and cinema campaign to increase usage of its Beauty Color Powder product.</P> <P>Developed by Ogilvy & Mather Philippines, the Unilever brand is hoping to position itself as an everyday beauty essential for young females - by emphasising the product's ability to add colour, in contrast to other facial powders.</P> <P>Accordingly, the commercial eschews the usual testimonial route favoured by other facial powders, Ogilvy executive creative director Gavin Simpson explained.</P> <P>"All we wanted to do is come up with an interesting board that people will remember," said Simpson. "Everything here is testimonials, which is fine if it's written well and there is a link to the celebrity. What we wanted to create is an ad that is impactful and is an interesting way of selling the product."</P> <P>Accordingly, the spot features a 'lifeless' looking woman who revives after adding the powder. In the Philippines' crowded facial powder market, notes Simpson, Pond's ability to add colour is a key differentiator - as is its mass market positioning.</P> <P>The blitz comes in a year when Pond's has sparked interest for some unique outdoor executions. In June, it's anti-bacterial facial scrub launched an outdoor ad designed to showcase the product's ability to clean pores and fight pimples, using a billboard that was folded back.<BR></P>