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Fashion fitting rooms for ads
Soft Sheen Carson's antiperspirant deodorant, Sadie, will focus exclusively in TLC's fashion fitting room holdings in Ackerman's stores for February, March and April 2010. It has already flighted in October 2009 in Jet stores.
This is the first time that TLC has been awarded an advertising contract to drive the sales for the L'Oreal subsidiary. The campaign, strategised and booked by media agency Universal McCann, will inform middle LSM women of Sadie's 48-hour optimum protection benefits. The national promotion spans 436 Jet and Ackerman stores, with L'Oreal occupying 595 A3 frames.
Andrew Kramer, MD of TLC comments, “The match between the product and the change room environment is powerful. These ads speak to consumers in a setting where they are conscious of their appearance. We're confident that brand will get the attention and results it aims for.”
TLC's fitting room holdings delivers a reach of 5.3 million consumers at a cost per thousand of R31.20.
