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NEWS / 2007
August 9, 2007
Clean Freak Patrol Launches Television Advertising Campaign
TORONTO, ON, August 9, 2007 — Clean Freak Patrol has launched a new television advertising campaign this week to help parents make hand washing fun for their kids. As the Ontario Ministry of Health says “good hand hygiene is the best way to prevent the spread of all flu viruses”. The campaign is designed to help reduce the spread of germs and illness by introducing a new line of child-friendly alcohol-free hand washing products. Clean Freak Patrol Antiseptic Hand Gel and Wash truck dispenser are available exclusively at Shoppers Drug Mart (www.shoppersdrugmart.ca) locations nation-wide.
The 500ml, non-alcohol, moisturizing Antiseptic Hand Gel countertop pump is great for places where soap and water are unavailable; places like classrooms, cafeterias, school lockers, cars, and computer desks. The unique no alcohol formula is safe for children's gentle skin, contains moisturizing Aloe Vera, fights germs, smells great, and requires no water! With Clean Freak Patrol, kids can fight germs whenever they want and wherever they may be.
Four lovable animated cartoon characters - Combat, Missy, Karate and Princess Fairy form the ‘Clean Freak Patrol: Superheroes of the Micro World!’. Together they help teach children about proper hand hygiene and the invisible ‘Micro World’ of germs and bacteria that make kids sick. This is done through exciting animated cartoons, songs, online games and activities at www.CleanFreakPatrol.com.
The campaign creative was produced in collaboration with The Creative Marketing Network (www.starcmn.com) and Toronto Agency Giant Step (www.giantstep.ca). "The challenge was to build awareness for a new brand of children's hygiene product by leveraging the power of educational entertainment. The Clean Freak Patrol superheroes introduce the timeless struggle between humans and germs - it is through that struggle that hand-washing becomes a meaningful and fun activity for kids. Washing hands removes legions of nasty ill-meaning bacteria and make hands shine clean!" commented Gil Katz, Managing Partner of Giant Step.
The campaign features a 10-second commercial calling all to "Wash Your Hands" as legions of bacteria take over the screen. The Clean Freak Patrol show up with their hand washing truck dispenser and save the day. Another, 30-second animated spot introduces each of the four characters and shows Princess Fairy helping a little girl in class who touches a computer keyboard as General Gastro and his hench-germs slide over the keys. Both ads direct viewers to visit www.CleanFreakPatrol.com and buy the new products now available exclusively at Shoppers Drug Mart. Visiting the website, children can browse through the talking audio 'Book of Germs' which teaches how computer keyboards as some of the most germ-infested places in the world - keyboards are like germ cafeterias, where germs love to hang out.
It is very difficult for parents today to get their kids to wash their hands regularly. By reaching over 500,000 impressions through nearly 200 television ads, Clean Freak Patrol looks forward to make hand washing fun for kids and ease parental concerns in the community.
The Back-to-School television ad campaign starts this week on Citytv.
For a glimpse of the ads and outtakes, visit http://cleanfreakpatrol.com/ads
For more information about the campaign visit www.cleanfreakpatrol.com/campaign
For the Clean Freak Patrol animated cartoon music video, visit http://cleanfreakpatrol.com/videos/musicvideo
ABOUT CITYTV
Citytv (www.citytv.com) is a family of television stations that strive to enrich and celebrate the communities they serve. Each of the television stations telecasts the flavour of the community: the serious commentary, the passionate oration, the opinion, the celebrations, the unpredictability. This is the essence of Citytv's open, inclusive, accessible style of broadcasting. With stations in Toronto, Vancouver, Calgary, Edmonton and Winnipeg, Citytv is proud to be a part of the community.
ABOUT SHOPPERS DRUG MART CORPORATION
Shoppers Drug Mart Corporation (www.shoppersdrugmart.ca) is one of the most recognized and trusted names in Canadian retailing. The Company is the licensor of full-service retail drug stores operating under the name Shoppers Drug Mart (Pharmaprix in Quebec). With more than 1,010 Shoppers Drug Mart and Pharmaprix stores operating in prime locations in every province and two territories, the Company is one of the most convenient retailers in Canada. The Company also owns and operates 60 Shoppers Home Health Care stores, making it the largest Canadian retailers of home health care products and services.
ABOUT CLEAN FREAK PATROL LTD.
Clean Freak Patrol Ltd. (www.cleanfreakpatrol.com) is a for-profit, socially-conscious, cause-related manufacturer and marketer of health care products for the youth and adult market. A portion of all sales of the CLEAN FREAK PATROLTM brand are donated to charity.
ABOUT THE CREATIVE MARKETING NETWORK (CMN)
The Creative Marketing Network (CMN) (www.starcmn.com) is a value-added network of professionals who use CMN's STAR Planning methodology with their clients to achieve maximum results with minimum resources. Over the past 20 years CMN has been the Marketing Agency of Record for major corporations including Microsoft Canada, IBM, Apple Computer, NEC and ATI.
ABOUT GIANT STEP
Giant Step (www.giantstep.ca) helps businesses get the most out of their marketing and corporate communications. By combining business strategy, experience design, and industry-leading technologies, Giant Step delivers innovative and profitable customer experiences through multiple channels including the web, print, television, radio, events and the press.
MEDIA CONTACT:
Norman Evans
CMN - The Creative Marketing Network Inc.
416-722-5186
norman@nmbc.tv
Yaeer Katz, Interactive
CMN / Giant Step Inc.
416-596-0800
yaeer@nmbc.tv
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