NEW YORK Kirshenbaum Bond + Partners continues to sweep through the Andrew Jergens Co.'s stable of products by breaking its first work for Biore since winning the account last year. The MDC Partners agency also has created ads for deodorant brand Ban and Jergens' moisturizing lotions.
A single 30-second TV spot called "20,000 Pores," which debuts today, shows a montage of young women with beautiful skin going about their daily activities while a voiceover imparts how important healthy skin can be.
"There are over 20,000 pores on your face," says the voiceover. "That's 20,000 reasons to get more beauty sleep, 20,000 reasons to make your best first impression" and, ultimately, "20,000 reasons why Biore created a skin-care line to care for your pores."
The work aims to build on Biore's reputation as the creator of the pore strip by positioning the brand as the definitive resource for pore care. "It seems like everybody is trying to be experts at everything; we're just going to be pore experts," said Logan Wilmot, executive creative director at KB+P in New York. To that end, KP+B interactive unit Dotglu created a Web site that includes a "Pore Profiler," a survey meant to evaluate consumers' skin and provide product recommendations.
"You're not going to build a regimen around Biore—consumers are too fickle for that—but Biore should be part of your routine," Wilmot said.
The spot is tagged, "Beauty starts here." Print ads will break in October issues of publications such as Lucky, InStyle, Allure and Cosmopolitan. Multiple 15-second variations focusing on specific products will roll out in early October.
Budget was undisclosed. Last year, Andrew Jergens Co. spent about $20 million on ads for Biore. Through June of this year, the client has spent nearly $10 million, according to Nielsen-Monitor Plus.