Flora does the real thing with pro.active

The trend towards using real people as opposed to celebrities in advertising continues with a new £700,000 (£888,817) campaign…

The trend towards using real people as opposed to celebrities in advertising continues with a new £700,000 (£888,817) campaign to launch Flora pro.active, a new version of the spread. Press for the campaign started this week to be followed by a television treatment starting September 4th.

The campaign was devised in Australia by Lowe Lintas so the testimonial givers are Australian, but according to Leonie Doyle, the product's brand manager, Irish people will feature in the ads towards the end of the year.

The campaign is being run in Ireland by Ogilvy & Mather.

  • Join The Irish Times on WhatsApp and stay up to date

  • Sign up to the Business Today newsletter for the latest new and commentary in your inbox

  • Listen to Inside Business podcast for a look at business and economics from an Irish perspective