What makes a real sense of style? Lodenfrey answers with a native campaign via print and at the point of sale, developed by Burda marketer BCN and premium brand Elle.
As the brand, so the advert. The new invisible print ad special from BCN, Adtech Factory and the McCann creative agency is just like the product it advertises: 100% natural and free from harmful substances. This innovative ad insert with a completely embossed design for L’Oréal Botanicals Fresh Care Coriander Strength Cure Shampoo will appear in tomorrow’s edition of the women’s magazine Freundin. With this ad special, BCN and the Creative Services team at Adtech Factory are showing how advertising can successfully communicate the core of a product in classic formats.
Creative print advertising
“This ad special is a true print innovation – creative, unusual and perfectly tailored to the product being advertised”, says BCN managing director Michael Samak. “The print insert is not only visually exciting, but also has a natural, unique feel.”
L’Oréal Botanicals Fresh Care contains no harmful substances whatsoever and uses only natural ingredients. And the same goes for the print insert, which is not printed, but solely embossed and can be read thanks to the natural play of light and shadow. In this form, the insert proves that print advertising can remain innovative in the digital age and tell fascinating stories.
Product and advert in sync
“No colourants, no silicones, no parabens, no mineral oils, no worries, no chi-chi” states the text on the ad insert, reflecting the purity of the product. An image of the L’Oréal Botanicals Shampoo bottle is also embossed alongside the text. There is no eye-catcher and no oversized logos. The product, message, insert and production are completely in sync and concentrate on the USP of “naturalness”.
“L’Oréal Botanicals offers products from entirely natural resources. And we offer appropriate advertising. With this harmonious relationship, we ramp up the brand promise and make it the focal point of the message”, says Ralf Zilligen, Executive Creative Director at McCann. “Our agency’s leitmotif has always been ‘Truth Well Told’. This also applies to this print insert, which allows the reader to feel what makes the shampoo so special. We are delivering an honest and authentic statement to make a unique product successful.”