Whether it’s due to naivety or apathy, men across Canada continue to wash their junk with the same bar of soap they use to wash their face. This practice has given rise to a widespread ‘condition’ called Junkface.
According to a study conducted by Ipsos Reid from May 16th to May 23rd, 2014, which surveyed men across Canada, 72 per cent of respondents admit to the practice of Junkface. To combat and stop the spread once and for all, Neutrogena® MEN® has launched, “The Campaign To End Junkface”.
In 2013, the men’s grooming category grew 17 per cent in Canada with the introduction of a multitude of new products. Given the competitive set is well entrenched in 2-in-1 products and body washes, Neutrogena® MEN® holds a unique position as a brand designed specifically for a man’s face. To raise the profile of the Neutrogena®MEN® brand and increase relevancy amongst 25 to 35-year-old men, the humorous campaign cleverly highlights Neutrogena’s point of differentiation while offering Neutrogena® MEN®’s Face Wash as the cure for Junkface.
“Men are an evolving and important consumer group, with very different behaviours and attitudes about skin care than women,” says Ted Lachmansingh, group brand director, Neutrogena Canada. “To engage young, professional men, we’re taking a very different approach to the way we communicate to women, by speaking to men in a more humorous and relatable way.”
Conceived by DDB Canada’s Toronto office in collaboration with Tribal Worldwide –Toronto, “The Campaign To End Junkface” aims to change men’s behaviour by placing a mirror up to their questionable existing routine involving bar soap co-mingling. The national campaign across English-speaking Canada includes a 60-second video, pre-roll, online advertising, wild postings, out-of-home advertising, sampling, in-store Junkface Prevention Kits, influencer outreach and digital content for key social sites. Media relations and social outreach by Rpr Marketing Communications round out the integrated program.
All of the integrated campaign elements drive to www.stopjunkface.com, where people can learn more about Junkface spread the message to their friends and download a Junkface prevention coupon for Neutrogena® MEN®’s Face Wash.
“Guys don’t think about what they use to wash their face,” says David Ross, creative director, DDB Canada. “By shedding light on this nasty behaviour in a humorous way, the Junkface campaign is meant to trigger an ah-ha moment to get them to start thinking twice about what they use on their face.”
The eight-week integrated campaign launches on June 26, 2014 with J3 responsible for media buying and planning.