Helping a household name go all natural
Context
CUB was looking to re-launch Pure Blonde Organic after their initial soft launch in 2019 didn’t have as much impact as hoped. Kinetic were tasked with developing an overarching BTL campaign that would disrupt shoppers, drive awareness of the product, the greater category and drive trial of Pure Blonde Organic.
Challenge
The campaign needed to be adaptable across various retail partners - each feeling unique whilst retaining consistency in the core of the idea. Dialling up the organic credentials and natural ingredients was essential, though key learnings from the soft launch showed that this needed to be handled with care.
Solution
Rather than presenting Pure Blonde Organic as overly worthy, we chose to add a sense of personality and playfulness instead, keeping true to Pure Blonde lore.
Keeping aligned with the ‘touch more pure’ ethos from the ATL campaign, we created a unique and engaging experience for consumers at point of purchase with clear and concise messaging, creative practically bursting with life and a strategically sound go to market plan.
Helping a household name go all natural
Context
CUB was looking to re-launch Pure Blonde Organic after their initial soft launch in 2019 didn’t have as much impact as hoped. Kinetic were tasked with developing an overarching BTL campaign that would disrupt shoppers, drive awareness of the product, the greater category and drive trial of Pure Blonde Organic.
Challenge
The campaign needed to be adaptable across various retail partners - each feeling unique whilst retaining consistency in the core of the idea. Dialling up the organic credentials and natural ingredients was essential, though key learnings from the soft launch showed that this needed to be handled with care.
Solution
Rather than presenting Pure Blonde Organic as overly worthy, we chose to add a sense of personality and playfulness instead, keeping true to Pure Blonde lore.
Keeping aligned with the ‘touch more pure’ ethos from the ATL campaign, we created a unique and engaging experience for consumers at point of purchase with clear and concise messaging, creative practically bursting with life and a strategically sound go to market plan.
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