PZ Unveils Campaign for New Soap Brand
By Tunmise Adekunle
PZ Industries PLC, a leading, fast moving consumer goods manufacturer, has unveiled a total campaign activities for its recently introduced brand, Carex Antiseptic Moisture soap.
Unveiling the marketing campaign plan to members of the press at the PZ premises, Lagos, the company's Personal Care Brand Manager, Mrs. Wande Oluwasegunfunmi, said The brand - Carex Antiseptic Moisture soap, is the number one antiseptic range in the UK which comes in 80g tablet size in a very attractive packaging presentation.
According to her, the company is not leaving any stone unturned at putting in place the most qualitative campaign for the Carex brand. "To this end, the campaign will entail a total marketing approach to sell the uniqueness of Carex as a brand that has come to fill the vacuum in the anti-septic soap market in Nigeria," she said.
Already put in place, are as- above- the line strategies are major press ads in newpapers and magazines, television commercials, radio commercials and outoor of Conventional 4O sheet sites, Unipoles with Backlit.
For below- the- line campaign includes redistribution exercise to ensure that Carex gets to as many neighborhood retailers as possibe; merchandising sheets, with merchandisers to explain to the retailers the major brand benefits; Posters and Danglers to be displayed in open markets and other places of target; commencement of a retail display promotion, basically to enhance the display level of the brand in the market and influence consumers buying decision and direct marketing activities targeted at brand core audience
The product is said to have been specially formulated to deliver some unique health/beauty benefits to its target consumers, which are lacking in other antiseptic soaps available in Nigerian market.
During a recent presentation of the brand to the media, the company's Personal Care Brand Manager, Oluwasegunfunmi, said that "while most Antiseptic soaps are considered harsh on skin, Carex is a caring Antiseptic soap. It cleanses with unique gentleness because it is imbued with Aloe vera and moisturizers. This makes Carex moisture laden and therefore enables it to gently caress the skin as it cleanses. The end result is a smooth, soft and beautiful skin".
"It is therefore no surprise that Carex has been approved by dermatologists as well as NAFDAC as safe for all skin types," she stressed.
In addition, Carex is said to possess not one but THREE active ingredients, TCC,Triclosan and PCMX for comprehensive protection against a wider range of germs, skin infections and blemishes. Its long lasting antiseptic fragrance also gives consumers a reassuring confidence of clean healthy skin.
Also speaking at the occasion, the company's Marketing Director Mr. Emeka Mgbeahuru assured that with the company's manufacturing capacity and traditional wide distribution network, Carex continuous availability to consumers nationwide is guaranteed. He also added, that the company is committed to a total marketing support for the brand to ensure a speedy market penetration and high consumer awareness.
"One of the other attributes of the brand is the use of competitive pricing to ensure that every consumer can give it a try and protect their beauty with smiles," he said.
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