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Zest body wash campaign tackles male market with more football ads and events.

This article was originally published in The Rose Sheet

Executive Summary

P&G ZEST BODY WASH AD CAMPAIGN CONTINUES TO TACKLE MALE MARKET with a series of print ads and promotional activities featuring St. Louis Rams' running back Craig "Iron Head" Heyward. Procter & Gamble, which introduced Zest body wash in 1996 with a gender-neutral launch campaign, has been trying to intercept the 18-34 year-old male bar soap user with the Heyward campaign for which television spots originally broke in the autumn. The spots were developed to encourage men to use the deodorizing body wash, a product that is generally perceived as "feminine," the company said.
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