Groupe Marcelle’s AC Solution face wash brand has launched an indoor advertising campaign in Ontario and Quebec that makes it acceptable for women with acne-prone skin to ‘pop’ before using the product.

With the tagline ‘popping them should not be an activity,’ a layer of bubble wrap is placed over the campaign posters, inviting consumers to pop the bubbles. The campaign is running in Newad’s network of fitness centres, colleges and universities, targeting women aged 18 to 35 in the two provinces. The bubble wrap will also appear on shower curtains in places like Premier Fitness, Extreme Fitness and Bikram Yoga.

‘We hope consumers will pop the bubbles and have fun with the ads. We wish to associate the products with a fun and entertaining experience,’ says Cathy Samson, marketing manager, skin care, Groupe Marcelle.

The campaign for the Lachine, QC-based cosmetics company will run through to May 9, and aims to generate more than 6,380,400 impressions. Groupe Marcelle worked directly with Newad on the media and creative.