Print Ad of the Week: Neutrogena ‘Read it & Wipe’ (Brazil)
Read it and wipe… That’s literally what Neutrogena Brazil advised readers of Caras Magazine to do when they received a free sample of its Deep Clean wipes with their magazine recently.
To give consumers a deeper connection with the product, this was so much more than just a free sample as readers were able to remove the make-up from actress Giovanna Ewbank’s face on the front cover of the magazine by wiping it using the accompanying freebie.
Agency DM9DDB was behind the interactive front cover - an innovative and hands-on approach to print advertising where readers could actually see the product in action and experience it for themselves.
“This is a practical product that eliminates skin impurities, as well as make-up products, including those that are waterproof. These are features that are evident from this stunt, as the consumer is actively involved by trying it, by feeling it in action and witnessing the result. Our goal was to help and incentivise women about routine skincare,” said Juliana Sztrajtman; Beauty, Baby and Suncare Brand Manager from Johnson & Johnson Brazil.
If this is anything to go by, it would seem the future for print advertising is far from dead.