This is a recent advert from Pears Soap which has been televised in India. Do you think a similar ad would work in the UK?

EC

Testimonials

Back in the 1800's Pears soap was one of the first brands ever to make use of "celebrity" testimonials. they used quotations from both a famous actress and a well known and respected Doctor. The idea was to give the Soap prestige and credibility and promote the product as something for both cosmetic and health purposes. The examples below are one of the earliest recorded copies of testimonial advertising;

This innovative idea helped build Pears to become one of the leading brands of it's time. It also helped in demonstrating the appeal of using real people in advertising. A product needs to be relate-able and believable to encourage purchase, Pears Soap was one of the first companies to explore this notion. Pretty inspiring.

DH 

Some to Remember, Some to Forget

Some of these Pears adverts are simbolic ads which will be remembered for many years to come, but some of them, for the sake of the brands image should be forgotten....

How should Pears be advertised now?  Should they follow the once so loved 'youth beauty' strategy which dominated the health and beauty market for decades or shoud they focus on it being a style icon.  A must have product or not?

What are your thoughts?

AG

The End of an Era – Miss Pears

With the iconic status of their advertising, Pears explored the idea of launching a beauty pageant under their name. Miss Pears was launched within the 1950’s and consisted of parents entering their young children into the hunt for a brand ambassador. Their image was to be used for packaging, advertising and consumer promotions and was hugely popular throughout the twentieth century. 

(Image courtesy of Getty images)

At its strength Miss Pears was loved nationally, with thousands of hopeful entrees competing to become the face of the nation’s beloved cosmetic product. Unfortunately for Pears, the competition became unfashionable with modern culture, finally ending in 1997 after over 50 years. With changing attitudes and consumer needs, the idea of using children for the marketing of a product highlighted issues such as child exploitation and fell out of popularity. 

In the 21st century, how can Pears use public relations to their advantage and help their brand make a return to their iconic status of previous years?

DH

21st Century adverts still using 'commodity racism'

For centuries Pears Soap were heavily criticised for the amount of 'commodity racism' they used in their adverts.  However as time went on and society changed so did their adverts.  They developed as culture developed and this is what secures their future as a brand.

So with the ASA being ever vigiilant and society walking on egg shells when it comes to what's politaclly correct and what's not, how is it that a modern company like Dove are still producing adverts using 'comodity racism'?  However subtle and perhaps unnoticeable to some people it may be, this advert received dozens of complaints and is viewed to this day as racist......?

We here at Stealth Media and Deisgn are on the fence with this one.

What do you think?

AG

Miss Pears 1997

Miss Pears was a great PR tool used by pears soap in the past. This final Miss Pears was held in 1997.
Follow this link to have a look at the last ever little girl crowned Miss Pears - Miss Pears Pageant 1997.

PETA - we've got your back.

Stealth Media and Design have been asked to work alongside PETA in creating a UK awareness campaign toward the cruelty of racing horses.
PETA first came into the public eye in 1981 during what was known as the "silver spring monkey" case, in which PETA soared into the public eye, with the campaign lasting for ten years with the result of the only police raid to ever take place in an animal laboratory, triggering an amendment in 1985 to the animal welfare act recognising  PETA as an international organisation.

Since then, the organisation have complete many campaigns around the world, gaining over two million members and supporters.

there next step is the UK.

S T E A L T H . M E D I A. A N D. D E S I G N

Stealth media and Design have been commissioned to complete a brief issued by Pears Soap.
The iconic brand has been around for over 200 years and was the worlds first registered brand, with a large and dedicated consumer following.
We are to re-store the Pears brand to the iconic status it once was and create a 360 degree marketing, advertising and PR campaign.