Philips, Eindhoven, Netherlands, is borrowing the language of cosmetic and beauty advertising for a new global campaign. The advertising--developed by D'Arcy Masius Benton & Bowles' global Philips team and produced by DMB&B, New York--seeks to shift perceptions that Philips is merely a manufacturer of TV and hi-fi equipment. Titled "Nature," the b&w print and outdoor campaign features Philips female personal-care products, some of them newly introduced. The advertising looks like conventional beauty executions, with emphasis on women's bodies rather than the products. The campaign breaks in Europe in the April editions of women's glossy magazines, in the Asia-Pacific next fall and in the U.S. in 2000.
Copyright March 1999, Crain Communications Inc.