CM Gets Personal for St. Ives

Campbell Mithun stresses the personal appeal of St. Ives lotions in a new campaign for the Alberto-Culver brand.

Unlike past ad-vertising for the Chicago-based company, the new effort highlights the entire line of St. Ives brand lotions, each with its own product benefit, said Jim Gonedes, Culver’s vice president of skin care, North America.

The TV campaign, which broke last week, invokes all of the products through individual statements that highlight the “I’ve” in St. Ives. As “I’ve” flashes on the screen, women ad-dress the camera and say lines such as, “I’ve got the driest skin of anyone I know.”