Procter & Gamble to Run New Direct Response TV Campaign for Olay Regenerist; Designed to Educate Consumers

A new direct response TV advertising campaign for the Olay Regenerist anti-aging line of products was announced by Procter & Gamble. The campaign, which will feature 120 and 60-second TV commercials for its Olay Regenerist product, has been awarded to Red, a Cincinnati-based marketing and production company. The campaign features testimonials on anti-aging results.

Cincinnati, Ohio (PRWEB) June 23, 2005 -- Following the success of an initial direct response campaign over the last 12 months, Procter & Gambles Olay Regenerist will launch a new campaign of 120 and 60-second television commercials to educate consumers on the anti-aging benefits of the products. The commercials will appear on national cable, beginning May 30.

The longer format brand response TV messages (BRTV) focus on the science behind Olay Regenerist, especially the pentapeptide and niacinamide ingredients which play a key role in the skins natural resources.

The commercials feature testimonials by consumers and a dermatologist. The ads highlight the five products comprising the Olay Regenerist collection.

The direct response campaign was awarded to Red, Cincinnati-based marketing and production company, which created the first direct response campaign for Olay Regenerist that contributed to ongoing double digit sales gains.

Our stated goal in the Olay Regenerist campaign was to educate women," said Reds CEO Anne Chambers, and thereby create what we call 'Quality Aware Consumers. Olay users are especially enthusiastic about sharing their experiences with the Regenerist collection. Using their stories in our advertising, we believe, creates brand believers who become well aware of what they want before they shop."

About P&G (NYSE:PG):
Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Bounty(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Actonel(R), Olay(R), Clairol Nice 'n Easy(R), Head & Shoulders(R), and Wella(R). The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
   
About Red:
A marketing and television production company, Red is primarily focused on creating the Quality Aware Consumer, who understands and believes in the brand. A pioneer and the leader in brand response TV advertising (BRTV). Red employs longer format messages of 60 and 120-second duration that combine a brands core equities along with fundamental elements of traditional direct response television. Reds campaigns deliver exponential retail sales results for major national products. Red offers clients strategic planning, creative development, consumer insight research, production, post production and results measurement from its headquarters in Cincinnati, Ohio.

Contact:
Paul Spindler or Bob Grossman
Paul Spindler Company
310-286-0102

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