An Integrated Marketing Communications Campaign for Cetaphil Phils.

• Main Author: Navarro, Maria Zayda I.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4996
• Institution: De La Salle University

Cetaphil has been in the market for 65 years. What started as a simple formulation is now known as Cetaphil Gentle Cleanser. Cetaphil is available throughout the United States, Canada, India, Australia, Europe and in Latin America. It is highly known as a therapeutic skincare line recommended by dermatologists for dry, sensitive or disease compromised skin. Celebrating its 65th year in the market, it has recently nominated its brand ambassadors for the Philippines in the persons of Bryan Termulo, Marina Benepayo and Divine Lee. In 2012, Cetaphil launched a local campaign in the Philippines which they tagged as I love my Skin, I love Cetaphil in an effort to gain more followers as well as attract a younger and more dynamic audience. Since Cetaphil is becoming more open to giving a more localized flavor to their campaign, this marketing communications plan is aimed at helping sustain the noise which Cetaphil has started. Every face, gentle ways was inspired by womens need to be cared for. This campaign aims to motivate women of all ages to take time to focus on themselves, to stop and experience the gentle, therapeutic, comforting caress of Cetaphils products. The campaigns strategy is to create advertisements that will meet the objective in making the market aware that Cetaphil can not only be bought through dermatologist and that one does not need to have compromised skin before using the product. This will be done through ads that are informative, young, fresh and dynamic. By the end of this campaign, it will be expected that more people will be aware of Cetaphil as an over the counter brand of facial cleanser. Also, by conducting a digital marketing campaign, a press conference together with on-ground activities and trade promotions Cetaphil will not only reach out to a younger, more dynamic target audience but also be able to showcase what it can do to ones skin.