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Campbell Mithun uses modern-day retellings of fairy tales in a new campaign for St. Ives that attempts to reinforce the Alberto Cul ver Co. brand’s Swiss heritage.
The effort, which breaks this week, includes all St. Ives brands, from sham poos to body lotions.
“There’s tremendous power and syn ergy in bringing our products together,” said Jim Gonedes, Cul ver’s vp of skin care, North America. “There are consum ers who love products in one cate gory, but aren’t aware of products in other categories.”
The first spot retells the Gold i locks tale.
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