Turkish soap mounts Russian campaign

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ISTANBUL -- Turkish cosmetics marketer Komili Sabun Kozmetik San. A.S. is running a TV campaign in Russia to introduce its vegetable-based soaps. The campaign is airing on national TV channels ORT and NTV, plus TV Center and STS, which cover the Moscow area.

The commercials were created two years ago by Komili's agency, RPM/radar CDP Europe, for the Turkish market and are dubbed in Russian by a local shop, United Campaigns, in Russia.

The campaign, carrying a "with you today and tomorrow" slogan, focuses on Komili's Caprice brand, which is a vegetable-based, transparent soap.

The TV campaign is supported with print and outdoor media and point of purchase materials.

Due to its heavy export volume, Komili considers Russia, Ukraine, the Turkic republics and Poland as its main markets, where the same campaign will also be launched, in addition to Macedonia in September 1998.

Copyright June 1998, Crain Communications Inc.

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