Wound protection specialist 3M is urging Australians to end the use of gross old bandages that fall off in the shower or changing room in a new campaign from PENSO.
The 3M brand is using humour to poke fun at everyday situations by referring to how other bandages aren’t as adhesive or durable as the Nexcare Blister care range.
Melbourne-headquartered global growth consultancy PENSO, which was appointed by 3M last year for a range of its products following a pitch, has used common situations to highlight the product benefits of the Nexcare range.
The integrated campaign includes digital, social, point of sale, SEM and sampling, and will roll out across Australia and New Zealand in the coming weeks.
Constantine Frantzeskos, founder and chief executive at PENSO, said: “In a cluttered category, our first campaign for Nexcare cuts through the noise with a very distinctive and memorable campaign that highlights how its range of quality foot care products are durable and can cope with everyday challenges.
“We’re excited to be working with 3M to drive growth of this challenger brand.”
Diana Cornall, senior brand manager for 3M Consumer Health Care’s Nexcare brand in Australia and New Zealand, said: “The PENSO team came up with a fantastic creative concept for the 3M Nexcare Brand.
“It cuts through and evokes an emotional response that resonates with everybody. We didn’t want boring medical style advertising, we wanted something that people will remember. We wanted to highlight our product strengths.
“We have presented this to our channel accounts and the reaction has been strongly positive, and we are looking forward to seeing the consumer reaction to it and believe it has strong potential for consumer interaction and user-generated content. #endmanky.
“The key objectives of this campaign are to increase sales, brand awareness and trial. By urging consumers to ‘End manky’ PENSO has developed a proposition that demonstrates Nexcare’s benefits in a humorous and relatable way.”