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Reading: 3M Wants To ‘End Manky’ In First Campaign From PENSO
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B&T > Advertising > 3M Wants To ‘End Manky’ In First Campaign From PENSO
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3M Wants To ‘End Manky’ In First Campaign From PENSO

Tim Addington
Published on: 8th May 2018 at 10:44 AM
Tim Addington
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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.

3M's 'End manky' campaign

3M's 'End manky' campaign

3M's 'End manky' campaign

3M's 'End manky' campaign

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.”

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TAGGED: 3m, penso
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By Tim Addington
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Communications professional with 15 years experience working in journalism, publishing and public relations for leading newspapers, magazines and PR agencies in the UK, Middle East and Australia. Currently working as executive director at peak trade association Publishers Australia after spending close to two years as communications director for independent Sydney advertising agency The Works in addition to providing PR consulting for media agencies, strategic marketing consultancies and experiential companies. Prior to The Works I was associate publisher and editor of leading advertising, marketing and media title, B&T, managing online and print editions, events and awards. Before moving to Australia I worked as editor of marketing and advertising magazine Campaign Middle East in Dubai, again overseeing online and the print magazine as well as developing and implementing educational and award events. Previously worked in public relations and UK national daily newspapers. Specialities include, strategic management, PR strategy, crisis management, media relations, writing, editing, event and people management.

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