JOHNSON & JOHNSON
Neutrogena Wave launch promotion

Background
The Neutrogena Wave mini-cleanser was launched in the US in 2008 and grew Neutrogena facial cleansing by 40%. The solution consists of a battery-operated cleanser and disposable pads infused with product. Targeted at teens seeking products with superior cleansing benefits, being receptive to trying new products that can deliver.

Requirements of this Promotion
New Zealand is the first country outside of North America to trial this product in the teen market. Was to develop a complete Point of Sale and mass awareness solution for all teenage consumers faced with challenging skin conditions coinciding with puberty.

To be implemented through all major supermarkets, warehouses, pharmacies and department stores. To reinforce the brand equity as a premium, effective skin cleansing solution.

The three core pillars to be consistent through the elements...
• Tingly, cool foam deep cleans down to pores and removes more dirt and oil
• Gentle massaging action stimulates skin’s surface to dislodge stubborn dirt and oil
• Softer and smoother skin after one use

Objectives
To drive visibilty instore and therefore allow trial of the Neutrogena Helioplex range. To raise mass awareness of the brand via the proven efficacy of the cleansing product in the pads used with the mini-cleanser.

Promotional devices
In close partnership with the brand manager, Graphic Cafe developed the following devices... heavily endorsed by Vanessa Hudgens - High School Musical star - trade presenters to educate the supply chain. Display bins, shelf strips, lozenges, wobblers. Coupons were extensively used to drive trial.

Bebo social networking website effectively used to raise brand awareness and reward with giveaways of limited edition Wave surfboards.

The point of sale was additionally supported through the media with billboard, radio spots, adverts in the appropriate publications, online web banners, TVCs.

Extension promotions to keep the brand front of mind in the form of customisable skins

Result
Data from promotion period reported a dramatic rise in actual sales.

Ongoing
The implemented platform will continue to be supported by the available mix as well as new mediums as they appear.