Brand new XXX Softmints filled a gap in the market for a mint that was strong in flavour but soft in texture. We needed to communicate the product’s USPs to differentiate from competitors and create stand out, while also supporting the brand’s committed retail partners.
We played on the product's XXX-factor – an unbeatably strong mint flavour in a soft format – to bring the product to life for consumers.
Our Strong Softies campaign celebrated those people in life who are tough when it matters but are never afraid to show their soft side. From the beefy dad who tears up at the end of Love Actually to the tattooed motorbike-riding sister who melted when she met her niece.
Our integrated campaign covered microinfluencer engagement, press competitions and a retailer partnership to show the nation that being strong and soft gets you the best of both worlds.
To reach our target audience, we ran a media partnership with parenting site UK Mums TV, asked influencers to share the #strongsofties in their lives, and teamed up with key retailer Home Bargains to donate to a competition winner’s favourite charity.
This was supplemented by a B2B media campaign that secured coverage reaching 80k+ decision makers within independent, convenience and grocery retailers.
With companion animal purchases booming over lockdown, our integrated digital, social and PR strategy delivered more eyes on screens for Bob Martin.
Awakening cost-savvy interiors fans to the joys of luxury bedlinen by making DUSK the brand of dreams.
Positioning Epimax emollient as a bathroom cupboard staple and handbag essential to combat symptoms of eczema, psoriasis and dry skin.
Driving awareness for the launch of River Cottage Kombucha by Equinox through a dedicated trade and consumer PR and influencer gifting campaign, focused on sustainability, health and wellbeing.
Showcasing La Redoute’s eCommerce platform with an edit of expertly styled room sets.