Pimple-fighter returns to TV with slick ads

Goetzl, David
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p4
Trade Publication
This article presents an update on the advertising campaign launched in the U.S. by SmithKline Beecham for its Oxy line of acne treatments in February 2000. In an estimated $8 million to $10 million television, radio, print and online effort, the marketer wants the present generation of savvy teenagers to know pimples occur when pores are clogged and oxygen cannot get in. In order to break from the classroom, advertising agency Jordan McGrath Case & Partners/Euro RSCG joined with MTV Animation to devise television spots featuring cartoonish characters in the style of some of some of the animated hits of MTV, such as Daria. The marketer is hoping the animated campaign will distinguish it from stererotypical acne treatment ad images of pretty teens with clear faces.


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