Slendertone Sets New Tone with Global Push

Slendertone has rolled out a push for television and digital in markets including the United Kingdom, France, and North America.

Maker of muscle toning products, Slendertone, has kick-started a global campaign. Titled Your Personal Body Toner, the effort has rolled out on television and digital channels in the markets of the United Kingdom, France, and North America just in time for the new year.

The creative portrays the brand as an addition to one’s lifestyle to help with achieving the desired body shape. The initiative highlights a solution to the personal challenge of toning, while focused on the product’s ease of use and message of positive results in four weeks.

The spot has begun airing on networks such as Channel 4, E! Entertainment, ITV2, ITVBe, Film4, Dave, MTV, Discovery, and others. The creative director behind the work is Trudy Bellinger, whose team handled the script and concept. The production house was Merman.

“Working directly with the client was refreshing. One of the first questions people ask about Slendertone is if it works. It was crucial to actually show the product at work by capturing a full abdominal muscle contraction, on camera with no effects, for the demo sequence,” said Bellinger.

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