3M urges Australians to 'End manky' in newly launched integrated campaign via PENSO

Nexcare 1.jpg3M is urging Australians to 'End manky' by ending the use of gross old bandages that fall off in the shower or changing room in a new campaign from PENSO.

In a highly competitive category with an established market leader, 3M is using humour to poke fun at everyday situations by referring to how other bandages aren't as adhesive or durable as the Nexcare Blister care range.

Melbourne headquartered global growth consultancy PENSO, which was appointed by 3M last year for a range of its products following a pitch, has used the common situation of a bandage falling off in the shower, 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'.
Nexcare 2.jpgThe integrated campaign includes digital, social, POS, SEM and sampling and will roll out across Australia and New Zealand in coming weeks.

Says Constantine Frantzeskos, founder and CEO, PENSO: "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. We'reNexcare 3.jpg excited to be working with 3M to drive growth of this challenger brand."

Says Diana Cornall, ANZ senior brand manager for 3M Consumer Health Care, Nexcare brand: "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. 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 and believe it has strong potential for consumer interaction and user generated content. #endmanky."

The key objectives of this campaign are to increase sales, brand awareness and trial, By urging consumers to 'end manky' PENSO has developed a proposition that demonstrates Nexcare's benefits in a humorous and relatable way."

PENSO grows businesses using strategy, creative, digital and design all underpinned by marketing science. With offices in Melbourne, and Dubai, PENSO's clients includes Emirates, Cargill, Hilton Worldwide, ANZ and MYOB.

9 Comments

MMM said:

lazy

Bandaid Boy said:


2 words... Negative Residual.

OK said:

"cuts through the noise with a very distinctive and memorable campaign"

Don't show the negative said:

Jeepers, this is AWARD school 101...

Global growth consultancy said:

Who is PENSO?

Buzz is the word said:

Weren’t they a ‘global growth agency’ on last appearance?

mmmmmm said:

without a real creative team, this is what you end up with.

Sickarnt said:

The bandage that sticks. The campaign that won't.

Eeeeewww! said:

I thought it was an ad for a bathroom mould remover, like Exit Mould.

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