This Antiperspirant Ad Shows the Staying Power of Refrea's Cream
Laura McQuarrie — May 25, 2017 — Fashion
References: jp.rohto & japantrends
To prove the strength and staying power of its Refrea antiperspirant cream, Rohto called on the help of synchronized swimmer Raika Fujii, who previously competed in the Olympics in both the 1996 and 2000 games.
In the antiperspirant ad, the athlete's armpits are coated in a thick cream that has been dyed blue—the actual Refrea cream is white in color—to make it clear to viewers just how well the durable, long-lasting antiperspirant sticks to the surface of the skin, even as the Olympic swimmer vigorously performs her routine in water.
Considering that Tokyo will be host to the upcoming 2020 Olympic Summer Games, this antiperspirant cream ad from Rohto will likely be one of many in the next few years that will have star athletes from across Japan endorsing products.
In the antiperspirant ad, the athlete's armpits are coated in a thick cream that has been dyed blue—the actual Refrea cream is white in color—to make it clear to viewers just how well the durable, long-lasting antiperspirant sticks to the surface of the skin, even as the Olympic swimmer vigorously performs her routine in water.
Considering that Tokyo will be host to the upcoming 2020 Olympic Summer Games, this antiperspirant cream ad from Rohto will likely be one of many in the next few years that will have star athletes from across Japan endorsing products.
Trend Themes
1. Athletic Endorsements - Antiperspirant companies may increasingly use athletes to endorse their products during major events like the Olympics.
2. Visual Evidence - Antiperspirant companies may increasingly rely on visual demonstrations of product efficacy to promote their products.
3. Multi-sensory Advertising - Antiperspirant companies may increasingly use multi-sensory advertising to engage consumers, such as demonstrating the product's effectiveness in water or other extreme conditions.
Industry Implications
1. Personal Care - Personal care companies may explore ways to visually demonstrate the effectiveness of their products, such as through synchronized swimming or other sports.
2. Sports Marketing - Sports marketing agencies may find new opportunities to pair athletes with personal care brands for promotional campaigns.
3. Advertising - Advertising agencies may explore multi-sensory experiences as a way to engage consumers and demonstrate product efficacy, rather than relying solely on traditional print or video ads.
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