Professional Pharmaceutical has awarded the creative and media planning assignment for its Neutrogena line of skin and hair care products to Franklin Dallas of Toronto.
Previous creative agency for the Lachine, Que.-based company was Olive Communications.
Professional Pharmaceutical handles media placement in-house.
Soap campaign
Franklin Dallas wooed its new client with a soap campaign that breaks in February issues of magazines such as Chatelaine, Canadian Living and Flare.
French-language translation for the Quebec-based magazines was handled by a Franklin Dallas supplier.
Roslyn Griner, marketing director with Professional Pharmaceutical, says the campaign is designed to answer the challenges posed by Dove soap advertising that accuses many of its competitors of not being PH-balanced.
Neutrogena counters Dove’s claim to mildness with the headline, ‘If your soap doesn’t rinse off completely, it doesn’t matter how mild it is.’
Marcelle account
Griner says Franklin Dallas may also soon take over the company’s Marcelle Cosmetics account, currently handled in-house.
Although Professional Pharmaceutical is based in Quebec, Griner says 75% of the market is outside of the province.
Franklin Dallas is now getting ready for the launch of a Neutrogena product in May and the company’s first foray into radio this spring with a shampoo campaign in Ontario and Vancouver.
Griner says the approach will be humorous and focus on ‘bad hair days.’
