Mon, 11 Jan 2021 18:01:56 GMT
Following a record-breaking year of 22% growth in 2020, Radox is investing a substantial £6m into its new ‘Life’s Better with Bubbles’ campaign as part of its brand revamp. Marking its highest TV investment in eight years, the Radox campaign, also running across Radio, OOH and social, is set to bring bubbles to the masses as it’s estimated to reach 86% of the population, while running between January and April.
Staying true to its heritage of being a brand that serves busy, hardworking people, the ‘Life’s Better with Bubbles’ creative reminds viewers that Radox is first and foremost a bathing brand and can help people unwind just like it did back in 1908. Perfectly timed, the campaign demonstrates the brand’s commitment to raising awareness of the importance of self-care, and reinstating bathing as a key ritual in daily wellbeing schedules.
Inspired by nature and travel documentaries, the new advert leads viewers in to believing that they are deep in a warm mineral lagoon, before revealing that this can all be experienced in the comfort of your own bathroom. Starring the brand’s best-selling bath soak, Radox Muscle Soak, viewers witness its unique blend of 13 herbs and four minerals mixing with hot water to transport the bather into a different world. Rising up from the bubbles and steam, back to reality, the bather is left feeling revived and recharged claiming “I feel like a new woman!”.
In addition to the media campaign, the entire range of almost 80 products are undergoing a full redesign and logo update. The new designs celebrate the brand’s 112 years of blending minerals and herbs whilst modernising and boosting appeal. Research undertaken by the brand suggest that the new look improves purchase intent by +18% versus the previous designs. All products now fall within three “benefit pillars”: Refresh (blends of minerals, herbs and fruit), Relax (blends of minerals, herbs and flowers) and Recover (blends of minerals and herbs).
Radox is undergoing a complete brand reimagining at a time when self-care is so important, with many finding sanctuary in running a long, hot bath to escape from the overwhelming pressures and stresses that modern life and most recently lockdown has brought. In fact, 73% of us agreed that taking a bath is good for mental wellbeing.
Monique Rossi, marketing director deodorant, skin cleansing and gifting at Unilever UK&I, commented: “Self-care and taking time out of the day to relax has never been so important, so it is great to see that people are rediscovering the wellbeing benefits of a warm soak in the bath. Given the national lockdown, it’s a simple and accessible act of selfcare that many of us can enjoy within the sanctuary of our own home. With the huge investment into our ‘Life’s Better with Bubbles’ campaign this year, we hope to reach and encourage more and more people to enjoy the benefits of relaxing and recharging in a Radox bath.
“From our humble beginnings in Manchester 112 years ago, we have over a century of experience in the self-care and bathing category, making Radox the perfect bath time companion. With our unique Radox Mineral Therapy range, we’re offering people a moment to throw in the towel, rest their tired bodies and minds and help them to recharge. We want people to step out of their tubs feeling revived and ready to take on the world – because let’s face it, life really is better with bubbles!”
To develop the relaunch, the brand team at Unilever partnered with a variety of strategic partners including global creative and advertising agency adam&eveDDB, and global packaging and design agency JDO, and insight specialist Julie Davey Research.
Laura Rogers, global creative director at adam&eveDDB commented: “We all know how reviving travel can be, so we’re delighted to offer people a little moment of that from the oasis of their bathtubs. This film, which was concepted and shot remotely, is a great example of what we can still achieve under challenging circumstances. Life may not be perfect at the moment, but it’s certainly better with bubbles.”
As part of the rebrand, Radox is also launching eight new bathing and hand cleansing products.
Creative Agency: adam&eveDDB
Strategic Packaging & Design Agency: JDO
Strategic Insight Specialist: Julie Davey Research Ltd.
Media Agency: Mindshare
Categories: Beauty & Health, Shower, Bath and Soapadam&eveDDB, Mon, 11 Jan 2021 18:01:56 GMT