Having recently introduced innovative tester units to its stable of washroom advertising media, Primedia Unlimited subsidiary TLC has secured an extended six month contract with Unilever’s Lifebuoy brand. The liquid hand wash product will feature exclusively in branded soap dispenser units in female washrooms in all Medicross clinics and in 12 LSM B Malls across the country until June 2010.

TLC’s Brett Tucker comments, “The washroom environment is perfect for a product such as Lifebuoy due to the sampling opportunity where consumers are able to touch, feel and trial with no purchase obligation.  Because our offering has the ability to be gender specific, Unilever is able to target a female-only audience in networks like Medicross where the advertising of products with hygienic properties would be most favourably noted.”

Each Tester Unit is secured to TLC’s trademark A4 washroom frames and installed at washroom basins and mirrors, giving consumers an instant opportunity to sample aerosols, liquid hand soap, shaving gel and virtually any bottled personal product.

According to TLC, Unilever was one of the first manufacturers to endorse the Tester Unit concept when it first launched in 2008, and the renewed partnership signals confirmation of the medium’s effectiveness from an FMCG point of view.

Issued on behalf of:                TLC
                                                Brett Tucker
                                                National Sales Manager
                                                T: +27 11 562 6666

Prepared by:                           Owlhurst Communications
                                                Charlene Dennis
                                                Publicist
                                                T: + 27 11 234 6520