E45 Junior Campaign

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Reckitt Benckiser chose leisure centres to inform mums that E45 Junior helps children with sensitive, itchy skin enjoy bubbles in the bath. The 480 panel 6-sheet campaign ran in two bursts - two weeks in July and two weeks in September.

Some of the key findings from independent research were:

23% of mums with children aged 0 to 12 who frequently visit leisure centres spontaneously recalled seeing advertising for baby bathtime and skincare products inside leisure centres, 73% of those mentioned it was for E45 Junior
When shown the advertising for E45 Junior, just under half (46%) remembered having seen it at the leisure centre
74% thought the advertising for E45 Junior was ‘aimed at people like me’
46% said the advertising made them more likely to consider buying E45 Junior

The advertising for E45 Junior is ...

Source: Clark Chapman, October 2011
Base: 192 Adults with Children aged 0-12, Use Leisure Centres 1+ times /week
Campaign Dates: 25 July - 7 August and 5 - 18 September 2011
Other Media Used: Press, Outdoor and Digital

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