Interactive Studio RedLever Launches Branded Entertainment Campaign for Tone(R) Skin Care

National Online Campaign Kicks Off Interactive Video Music Player With Top Music Recording Artists

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Apr 27, 2010, 09:00 ET

LOS ANGELES, April 27 /PRNewswire/ -- RedLever (www.red-lever.com), a leading producer of premium branded content across all genres and distribution platforms, announced today the launch of the Tone® VideoBox; an interactive music platform sponsored by Tone® body wash, allowing consumers to watch music videos and behind the scenes content from some of their favorite music recording artists.

The Tone® VideoBox is a national campaign on some of the nation's most popular destination websites. The VideoBox provides consumers with instant access to music content from top artists and rising stars. The VideoBox also allows consumers to learn more about Tone's® new Daily Detox body wash. Listeners will have the opportunity to enter for a chance to win a spa trip for two.

"The Tone® integrated marketing campaign, which includes the Tone® VideoBox, helps communicate the brand's essence while embracing Tone's line of body care products that deliver luxury spa quality for an affordable price point," said Celeste Calderon, Brand Manager. "The Tone® VideoBox is an excellent way to deliver the message about our new product while entertaining our audience with some of the best musicians in the world."

The Tone® VideoBox is part of an overall campaign created by Henkel and advertising agency OMD that reaches younger consumers with developed passion points such as music. In addition to the Tone® VideoBox, the campaign includes a partnership with MTV and brand integration around the network's hit show "The Hills."

"Henkel and OMD capitalized on a unique opportunity allowing RedLever to brand its proprietary VideoBox player with the content, look and feel that matches Tone's brand essence," said Richard Shore, COO, RedLever. "As a result of the collaboration, we have created a compelling branded entertainment campaign that attracts consumers to interact with high-quality music content, while spending more time than other marketing tools learning more about the Tone® line of body care products."

Henkel and OMD selected RedLever for its ability to bring together brands and music content, creating a tastefully branded experience that simultaneously provides entertainment and brand education to the ideal consumer. RedLever's proprietary VideoBox concept features music content in an agreement with Epic Records.

RedLever was also chosen for its ability to connects brands to finely tuned targeted audiences through the Adconion Network, the largest independent global audience network, reaching 68% of the total U.S. internet audience and more than 141 million unique users in the U.S.

The Tone® product line illustrates a new direction of premium, spa-quality products at an affordable price point.

About RedLever RedLever (http://www.red-lever.com) is a developer, producer and distributor of premium branded video entertainment created specifically for agencies and advertisers. RedLever attracts clients needing solutions to grow their brand beyond traditional media. They aim to increase visibility and market share through a massive online audience network. The company offers start-to-finish production and development in addition to targeted distribution to nearly 300 million unique Internet users worldwide via rich media experiences and customized video players. As a subsidiary of Adconion Media Group, the largest independent global audience and content network, RedLever leverages Adconion's global content serving infrastructure, combining massive international scale with granular audience reach and targeting capabilities. In addition to creating tailored branded video content, RedLever embeds brands in a slate of existing made-for-the-web shows and distributes existing video assets. RedLever is a leading producer of premium branded video content across genres and distribution platforms. They provide brands maximum exposure while controlling costs better than any other form of traditional advertising. Since its inception in 2008, RedLever has created widespread online media campaigns for Army, TRESemme, Grey Goose, and AirOptix.

About Henkel Henkel has been committed to making people's lives easier, better and more beautiful for more than 130 years. A Fortune Global 500 company, Henkel offers strong brands and technologies in three areas of competence: Home Care, Personal Care and Adhesive Technologies. Each day, about 50,000 employees worldwide are dedicated to fulfilling Henkel's claim "A Brand like a Friend." In fiscal 2009, Henkel generated sales of $18.86 billion and adjusted operating profit of $1.84 billion.

Henkel markets a wide range of well-known consumer and industrial brands in North America, including Dial® soaps, Purex® laundry detergents, Right Guard® antiperspirants, got2b® hair gels, and Loctite® adhesives. Visit www.henkelna.com for more information.