Henkel cans Fa splash European rollout

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MILAN/DUESSELDORF -- Henkel's venerable Fa soap and personal products brand is being packaged in cans resembling soft drinks in a bid to attract younger consumers across Europe. Schwarzkopf Henkel Cosmetics is launching Fa Splash, a nine- product unisex bath line packaged in brightly colored cans.

Fa Splash was tested in Italy in April 1996 and just over one year later it's rolling out to Germany, Austria, Switzerland, Belgium, and Portugal.

In Italy a major promotional push is being mounted to build awareness of Fa Splash in places where youth frequent, such as discoteques, acquatic parks, and gyms. Henkel is giving away product samples and using colorful posters to reinforce brand awareness. In collaboration with DDB Verba of Milan, a series of television and cinema campaigns are airing this spring for the bath gel, water splash, and deodorant.

In the most recent ad for the bath gel, a young man crossing the desert seeks water, happens upon a shower, but only sand runs from it. A locomotive running through the desert stops, out hops a female conductor with her can of Fa Splash bath gel, and suddenly water streams from the shower head -- once she's finished.

The German launch is supported by a campaign by DDB Duesseldorf. The cans carry the warning: "Cosmetic product - don't drink it."

The range is also being promoted with a Web site, which Power Rapp Collins developed.

Copyright May 1997, Crain Communications Inc.

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