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Brazil Neutrogena created an interactive magazine ad to educate consumers

Neutrogena’s magazine advert enabled readers to handle, test and evaluate a new product before they even considered purchasing it.

How they did it

  • The front cover of the popular weekly Brazilian magazine Caras was used for the interactive advert
  • The magazine cover was created using a specially designed printing method which printed the ‘make-up’ over the top of the cover image
  • The printed ‘make-up’ was water resistant and acted like the real thing when readers attempted to clean it off
  • The special edition along with the sample offer went out to 25,000 Caras readers

The results

  • Generated PR for the brand with articles and blogs written about the interactive ad

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