Fuel Industries, Johnson & Johnson promote Reach line with interactive animated mystery

Mr. Reach: In the Mouth of Mystery takes Reach’s famous spokes-cartoon across the world and through history

Mr. Reach, the man with the flip-top head from the famous Reach toothbrush campaign that debuted in the early 1990s, is finally breaking his way out of television commercials and into his own interactive online feature. Mr. Reach: In the Mouth of Mystery chronicles Mr. Reach’s adventure around the world to find his missing friend, Jerry the Narrator, and solve a mystery of a romance that reaches back through the ages.

When Mr. Reach sets out to find Jerry, he stumbles upon a long-lost story of forbidden love that time has forgotten. As he travels, he unlocks a series of clues and the story of a Parisian noble-woman in love with a pirate and her father’s attempts to thwart their marriage begins to unfold. But who are these ancient lovers, and what do they have to do with Jerry’s mysterious disappearance?

Located at http://www.reachmystery.ca, the story is part of an interactive campaign for the Reach line of oral care products that takes Mr. Reach from a film set in Vancouver, British Columbia, across the country to Quebec City and Nova Scotia, across the ocean to Paris and Venice, and finally to the Caribbean island of Aruba. As the mystery unravels, Mr. Reach must rely on his collection of Reach products to polish tarnished clues, reach out-of-the-way items, and unlock hidden enclaves.

Mr. Reach’s breakout role in Into the Mouth of Mystery comes after more than twenty-five years as the spokesperson for Reach. A popular campaign through the 1980s, the animated character was brought back recently for the brand’s interactive marketing.

As part of the project, Johnson & Johnson will give away a number of prizes, including a trip for two to Aruba, a trip to one of three Canadian locations or one of 500 instant win prizes. Ballots can be earned by completing chapters, sending to a friend or just for signing up.

The contest, available to Canadian entrants, ends February 26, 2007 and prizes will be announced in the following month.

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Further information, trailers and screen shots are available online at: http://www.fuelgames.com/mediaroom/reach
Full contest details are available at:
https://secure.jnjcanada.com/reach/en/contest_rules_reg.asp

For more information, or to coordinate interviews with Johnson & Johnson or Fuel Industries, please contact:

Ryan Anderson
Manager of Public Relations
Fuel Industries
(613) 266-9041
randerson@fuelindustries.com

About Fuel Industries

Fuel Industries is one of the most technologically advanced creators of online branded entertainment and one of the most respected advergame developers in North America, blending the capabilities of a game developer, advertising agency, animation house and SFX studio to deliver next-generation online branded entertainment. With a range of clients including FOX, HBO, FedEx, Wrigley and Daimler Chrysler, Fuel creates everything from branded arcade-style games and online worlds to digital toys and interactive video experiences.