Philips links with musical Chicago
LONDON - Philips, the electronics company, is entering into a 10-month partnership with Chicago, the longest-running London musical, to promote its epilator range.
The deal, which will be supported with above and below-the-line advertising, is claimed to be the first of its kind with a West End show. Philips' logo and strapline will be included on all advertising materials for the musical and Philips is planning on-pack activity to promote the partnership.
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In April Philips rolled out a TV campaign with a twist for its new Satinelle Ice Epilator for women.
The ad, created by DDB, featured an LA-based transvestite dancer, Karis, using the epilator.
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