Remington ‘How the World Gets Ready’
BRIEF
Drive reappraisal of Remington’s (dated) brand perception through its haircare & grooming products by communicating beyond pure functional features.
BIG IDEA
The ‘Get Ready’ campaign … tapping into the insight that 'getting ready is the best part of going out', we created an integrated campaign featuring a stream of content relevant to both male & female audiences.
CREATIVE
Activity included ‘Get Ready for Festival Glam’ jujj bars at summer festivals; new product launches with ‘Get Ready’ themed press events; social media content in the form of ‘Get Ready for Catwalk Hair’ trend reports, with live how to videos from our experts, and ‘Getting Ready’ national news stories. We also secured Remington as the sole sponsor of the Men’s Health ‘cover model search’, an element so successful that it has grown into a commercial partnership with the creation of a co-branded, limited edition Men’s Health Remington shaver, exclusive to Boots.
RESULTS
430 pieces of editorial, 95% of which appeared in key target titles. Our integrated approach meant influencers were exposed to consistent messaging across a variety of touch points.
Remington sales grew nearly three times the rate of the overall haircare market. A spike in sales pre-ATL activity was directly attributed to PR.