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Avon, Jay Jays launch advertising campaigns

Avon, the direct seller of beauty related products, recently launched an advertising campaign to illustrate its self-employed earnings opportunity featuring a South African rags-to-riches example, while Jay Jays, the fashion retail chain, has launched its interactive virtual First Kiss campaign ahead of Valentine's Day. [video]
As part of the Avon advertising campaign, which launched on 22 January and will run until 12 February 2012, a recruitment advertisement was made which features Alice Mthini, an Avon representative who had been a domestic worker for 21 years before discovering the product's earning opportunity two years ago.

Mthini was selected for the advertisement after a comprehensive casting, which started with over 40 women in South Africa. The primary criterion was that the women representatives had to have an inspiring story and in the end Mthini was chosen to go to Croatia to shoot the recruitment advertisement together with other inspirational representatives from around the world. Her story was also featured in the company's brochure in Campaign 8 of 2011.

Recruitment TV ad

"Being featured in the brochure had a very positive impact on my business and the recruitment TV advertisement will enhance that," says Mthini.

"The brand's representatives are increasingly reporting a trend amongst women from their communities in setting up their businesses to save towards their families' future for a start-up cost of just R150. This is why it is the ideal time to offer this opportunity to a wider audience. The new advertising campaign taps into the needs of mothers across South Africa, from those who are looking to put aside savings for a rainy day, to those saving for holidays."

The advertising campaign launch comes after the Direct Selling Association (DSA) of South Africa, which regulates the direct selling industry in the country, announced a 6% rise in the direct selling sector's growth in the past year. With economists predicting further global economic uncertainty, the brand offers the ideal solution for entrepreneurial women looking for additional or internal income.

A virtual kiss

The Jay Jays First Kiss campaign contains in-store rollouts that will have shoppers pull out their cellphones to either take a photo or interact by scanning the QR codes. The codes then takes them to a virtual online kiss, where they can virtually kiss one of the Jay Jays models.

To back the in-store campaign, The Suits Communications is running an integrated, multi-layered communications strategy with everything from print ads and various student initiatives, to an online drive. There is also Facebook app where fans can tag their first kiss.




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