If you're the squirmish type, this campaign might not be for you.
3M is urging Australians to ‘end manky’ in its latest campaign targeting consumers using old bandages that fall off in the shower or changing room.
Created by Penso, the campaign uses humour to poke fun at everyday situations showing how other bandages aren’t as adhesive or durable as the Nexcare Blister care range.
A series of images features a bandage falling off in the shower and in the changing room or at yoga class, to highlight the product benefits of the Nexcare range with the tagline ‘End manky. The bandage that sticks’.
“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," Penso founder and CEO Constantine Frantzeskos says.
"We’re excited to be working with 3M to drive growth of this challenger brand.”
Penso was appointed by 3M last year for a range of its products following a competitive pitch process.
“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," 3M Consumer Health Care, Nexcare ANZ senior brand manager Diana Cornall says.
"We wanted to highlight our product strengths – the Nexcare Blister strips stay on due to their unique design. 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.”
