"It's a well-known fact that people trust other people much more than they trust brands," said Lisa Kreienberg, creative director at Partners + Napier. "When we heard real people describe their experiences with Mederma® scar care products, we knew the happiness and true emotion on their faces would be more powerful than any brand messaging we could design."
A series of 15-second television spots that feature real Mederma® users will appear on ABC Family, TLC, Lifetime, USA, Bravo, VH1, and OWN networks and other cable channels, as well as in digital pre-roll ads and online banner advertising. The spots are supported by full testimonial videos at www.mederma.com.
The campaign also includes print ads in major magazines, including People, Cosmopolitan, In Style, People Style Watch, and Shape.
"We were looking for a fresh, optimistic, and emotive campaign that captures how Mederma® scar products affect people's confidence and emotional well-being, and we're very happy with the final product," said Emily Klopp, Mederma® Brand Director.
About Partners + Napier
Partners + Napier is a creative ideas agency that builds brands from the ground up. With an office in Rochester, NY, and a new creative boutique in New York City (PNYC), the agency offers core strengths in brand strategy, advertising, digital marketing, shopper marketing and content creation. Partners + Napier serves a diverse roster of clients, including BMW Financial Services, Constellation Brands, Delta Private Jets, The Players' Tribune, ConAgra Foods, Keurig Green Mountain and Lufthansa Airlines. Partners + Napier is part of independent global agency network Project: WorldWide. Visit www.partnersandnapier.com to learn more, and follow us on Twitter at @partnersnapier.
About Merz Aesthetics
Merz Aesthetics is a division of Merz North America, a specialty healthcare company that develops and commercializes treatment solutions in aesthetics, dermatology and neurosciences in the U.S. and Canada. As part of the Merz Pharma Group of Companies, our ambition is to become the most admired, trusted and innovative aesthetics and neurotoxin company. By developing products that improve patients' health and help them to live better, feel better and look better, Merz will continue to make significant contributions to the well-being of individuals around the world. In addition to its strong presence in medical and aesthetic dermatology, Merz is also known for its leadership in the treatment of scars and stretch marks with the Mederma® family of products. Mederma is the #1 pharmacist recommended brand for scars and provides dermatologist-tested products to help reduce the appearance of scars and stretch marks. Mederma® offers four unique over-the-counter products to treat old and new scars caused by cuts, scrapes, burns, acne and surgery.
(1) IMS Health, NDTI, December 2014.
(2) Pharmacy Times and U.S. News & World Report, OTC Guide, June 2014.
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Milli Carr Account Executive DiGennaro Communications Phone: (646) 380-4762 [email protected]