This autumn and running until the end of the year, RB will be promoting its E45 Junior range in a high profile campaign working in partnership with Peppa Pig – the UK’s number 1 popular children’s show. In addition E45 Junior has also launched a fundraising campaign for the Great Ormond Street Hospital (GOSH) Children’s Charity. 10p from each product from the E45 Junior range will go to GOSHCC, raising in total £100,000 for the charity over the next 18 months.
E45 Junior Foaming Bath Milk is the only product available that provides children with sensitive and itchy skin a dermatologically formulated bubble bath. For the first time children with different skin types can have bath time fun but importantly cleanse, soothe and moisturise itchy and sensitive skin. In addition, the two other E45 Junior products (Moisturising Lotion and Hand and Body Wash) ensure children have access to a comprehensive range that effectively cares for delicate, sensitive skin:
• Foaming Bath Milk 500ml RRP £4.85
• Moisturing Lotion 200 ml RRP £3.85
• Hand and Body Wash 200ml RRP £3.45
“It’s wonderful that children can now enjoy bubbles that care for their skin without the worry of causing dryness and irritation.” Dr Susan Mayou
The partnership with Peppa Pig has been developed to raise even greater awareness of the E45 Junior range and generate greater appeal amongst children. The partnership with Peppa Pig will run until the end of the year, with special Bubble Bash promotions, competitions, information booklets, activity sheets, in-store promotion and an incentive voucher scheme on offer via www.peppapig.e45.com. The campaign will also include a serie of fun initiatives being rolled out this summer:
• Online on the E45 Junior website (www.peppapig.e45.com)
• Partnership with Netmums – the Number 2 parenting website in the UK
• Interactive activity through schools, leisure centres and playhouses.
The campaign will also be supported by a high profile press campaign which RB anticipates will generate greater interest in the range and ensure enhanced sales opportunities for retailers.
“Because of the discomfort it can be difficult to get young children to moisturise their skin, when it is dry and sensitive. E45 Junior is a range designed to make bathtime more fun for children, and easier and effective for their parents. The link with Peppa Pig will create instant appeal amongst children with the activities designed to further enhance their fun experience with this brand. As part of this awareness drive we are also delighted that we have been able to partner with the Great Ormond Street Hospital to raise funds for their valuable world class work in children’s health” said Refik Oner, Category Marketing Director, Health & Personal Care RB UK.
Reckitt Benckiser (RB)