P&G hires popular Polish actress to boost OLAY brand in Poland
Since its relaunch in 2005 OLAY brand of skin care products has not managed to conquer the Polish market as it is typical of Procter & Gamble. According to P&G, Olay’s market share in Poland is 5% whereas the market leader Nivea has about 10%. The skin care category in Poland is very competitive and the global brands (Nivea, L’Oreal, Garnier, Olay) only managed to win half of the market. There are several well-established Polish brands (Lirene, Ziaja, Soraya, AA Oceanic) that are very popular with Polish women. In October 2010 P&G kicked off a new advertising campaign of OLAY Total Effects line which for the first time introduces a popular Polish actress Joanna Brodzik as the brand’s ambassador.
It is very common practice to use popular celebrities in advertising of the skin care products in Poland. A majority of the brands have some celebrities in their campaigns. Until this campaign, Olay and Nivea were the only major brands that did not resort to the support of famous faces in their ads.
Joanna Brodzik, a 37-year old actress, became immensly popular in 2002-2003 when she starred in an extremely successful sitcom Kasia i Tomek (a licensed Polish version of Canadian Un gars, une fille by Guy A. Lepage) aired on TVN. Later she established her image of a compassionate blonde in another TVN series called Magda M. which resembled Ally McBeal – Joanna Brodzik played the title part of Magda, a successful Warsaw layer. The OLAY campaign with Joanna Brodzik includes: TV, magazine insertions and outdoor. The brand’s Polish website also employs the image of the actress. Now we have to wait and see if the local celebrity endorsement helps OLAY brand in Polish market…Advertising Agency: Saatchi & Saatchi, Warsaw (Poland) Media Agency: Mediacom, Warsaw (Poland)