Global creative agency Anthem is taking Forever Ink, the Forest Laboratories’ premium tattoo aftercare brand, to TV for the first time this week.
Following on from Anthem’s launch of Forever Ink packaging in late 2012, Anthem has moved the brand from niche to mass by creating an integrated campaign in print, web, cinema, TV, point of sale and social media and the design of an app that offers users bespoke advice on how to care for their tattoo. Underpinned by the wider theme of Forever Ink being the guardian of tattoos and tattoo culture, further associations are driven by tattoo language in the creative to communicate with the audience.
This cinema and TV activity represents Forever Ink’s first foray into reaching its audience through broadcast channels. Forever Ink ads will be running over 10 days on Box Television channels: The Box, 4Music, Heat, Kiss TV, Magic and Kerrang! in 700 spots. The production involved casting over 150 people, which led to over 2500 images that formed letters or elegant abstractions of letters to form words.
In addition, Anthem also spearheaded an internal campaign to communicate the creative branding and communication to all staff.
The campaign is rooted in Anthem’s “brand ideas from the shelf out” approach, igniting big brand ideas through its packaging to create media-neutral campaigns.
Roopa Malhotra, Senior Brand Manager of Forever Ink, comments: “We see the new campaign as important for the development of Forever Ink’s brand equity as we aim to build a brand that consumers turn to for the perennial nurturing of their tattoos. Anthem has taken us through the whole process from the packaging of our products through to TV ads. Their creativity has shone throughout and we’re looking forward to seeing the results of the new phase of this campaign.”
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Mark Ringer, Executive Creative Director of Anthem, says: “Our campaign aims to take Forever Ink from a niche brand to a broader audience of people with tattoos on their minds or bodies. The creative positions Forever Ink as the guardian of tattoos and tattoo culture by speaking in the language of tattoos. ”