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TAXI CANADA, Montreal / REVERSA (DERMTEK) / 2007
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CampaignDescription
Objective: Establish and position Reversa anti-ageing skincare in a cluttered, highly competitive ad environment, on a low ad budget.Concept: Focus on the anti-wrinkle cream's ultimate benefit for an ageing Boomer woman: sex appeal, which she experiences in the form of side effects, namely younger men.
Target audience: 40 to 60 year old women, financially and mentally very independent, sexually active and often not in a stable relationship. These ''cougars'' refuse to be socially invisible just because they are getting older.
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