NEW YORK, March 31 (UPI) -- Daylight saving time will soon spring to the list of other holidays or events that marketers have turned into special product promotion days.
The clocks will be pushed one hour forward Sunday to start the DST, and the New York Times says well-known brands like Olay and Old Navy are geared to use the occasion to sell their products.
In a sea of many skin-care products making so many claims, the idea is to target the consumer in a unique and compelling way, says Procter & Gamble's Michael Kuremsky, who oversees the Olay and Noxzema product lines.
He says the company "saw a synergy between 'turn ahead the clock' and 'turn back the clock,' which is the way women often refer to fighting the signs of aging and looking younger."
So this week and next, Olay will run ads carrying headlines like, "Two a.m. April 3. Turn clocks ahead one hour while you turn back the years."
Old Navy hopes to get a jump on rival retailers with its first campaign pegged to daylight saving time. The humorous campaign will say the "official accessory of daylight saving time" are flip-flops and casual footwear that are Old Navy's merchandise mainstays, says the Times.
