Framfab, Europe’s Leading digital agency, launches a new Web site ( for Sara Lee International's Sanex for Men brand. The work launches in the UK in the first week of May and will rollout across European markets. Both the site and campaign integrates with the UK’s ATL and local promotional activity.

The project consists of a campaign site with the additional support of integrated traffic driving banners and skyscrapers building heavyweight awareness of the campaign across sites which include msn, Menshealth, Guardian and AOL. The banners feature unusual and surprising male body facts and invite the viewer to offer their own facts for the chance to win a top of the range mountain bike.

The campaign positions Sanex for Men as an expert in male grooming and the concept for the website is the Sanex sports locker room ­ the perfect space to prepare, relax and refresh.

The launch of the site comes after Framfab has recently announced a new international structure for the Sara Lee International account team in order to build on its successful working relationship with the Sara Lee International and to further integrate digital marketing into Sara Lee marketing process.

Framfab’s European managing director for marketing services, Deborah Keay is leading the account with a global strategic team in the UK, whilst local offices are supporting brands throughout Europe. The Sanex for Men site is the first Sara Lee campaign launched under the new structure.

Deborah Keay comments: "the Sanex man has a healthy suspicion of marketing hyperbole and wants a brand that can prove its expertise in providing solutions that are especially designed for men. This campaign is intended to demonstrate Sanex¹s genuine expertise in delivering grooming solutions for men and to get them talking about their own bodies. Judging on some of the bizarre things men enjoyed talking about in research, we are expecting some good “facts!” to be submitted to the Body Mania zone.”

Mark Slaughter, Senior Global Brand Manager of Sara Lee International comments: “Framfab have done a good job in interpreting the values and positioning of the brand and the needs of the target market. The Web site is designed to be interactive, where visitors can enter competitions, view the whole product range, plan their fitness regimes and post weird and wonderful body facts. The site has also been developed in such a way to enable easy adaptation and roll out across European territories.”


Published on: 12:00AM on 2nd May 2006