The Letter Corporation (TLC) has signed an eight-month contract to drive sales for Selsun's anti-dandruff shampoo. The brand will focus exclusively on TLC's omnipresent indoor network for the campaign period.
TLC will separately target both male and female audiences in gyms, cinemas, sports clubs, shopping malls and airports around the country.
Says Ilan Lazarus, media manager of media co-ordination, "Historically mass media, specifically television, has delivered poor returns for Selsun, especially considering the larger advertising investment required to achieve decent levels of exposure. We have now shifted the focus solely to washroom media, as this will allow us a more targeted and, we believe, cost-efficient platform to reach our consumer base."
