News Release
Mentor Launches Unprecedented Advertising Campaign with Mediaspot
NEWPORT BEACH, CA (September 17, 2004) --- Mentor Corporation, a leading global supplier of medical products, has announced the fall launch of an advertising campaign to market its saline breast implants on ABC's plastic surgery reality show, Extreme Makeover. Mentor will be the first in its industry to advertise during a prime-time network television program.
Mediaspot, a leading full-service media buying agency, planned and developed a ground-breaking product integration strategy that will uniquely establish Mentor as the premier brand in the breast implant market. The campaign includes exclusive physician mentions of Mentor saline breast implants and 30-second commercials airing throughout the 2004-2005 broadcast season. Mediaspot was also responsible for Mentor's media research, planning and buying when the company previously pioneered a national direct marketing campaign for its breast implant products. Mediaspot worked closely with Andersen Jones Partners, Mentor's advertising agency of record.
According to Joshua H. Levine, President and Chief Executive Officer of Mentor, "Extreme Makeover has had a tremendous positive impact on the growth of breast augmentation and other cosmetic procedures, and we are pleased to be in this innovative relationship with them. The program strives to incorporate the ethical standards set by the surgical societies and provides an ideal forum for us to educate prospective patients." According to Sara DeRousse, Mentor's director of global marketing, the unique campaign will be "a first for prime time" and "the biggest marketing program for Mentor Aesthetics this year."
Information released by the American Society for Aesthetic Plastic Surgery (ASAPS) indicates that cosmetic procedures in the United States increased by 20% from 2002 to 2003 and breast augmentations went up by 177% over the five-year period from 1997 to 2003.
Mentor's media buying agency of record, Mediaspot provides superior media value through innovative media strategies, unique, cost-effective buys, and a complete commitment to achieving client objectives.
For more information on Mediaspot, contact Arthur Yelsey, 949-721-0500 or visit www.mediaspot.com.