challenge
Sara Lee needed to take an established British family brand that had lost its lustre and make it famous again. The task was to make the brand feel more special and personal to its audience of 25-45 year old women, and to do so in a way that would actively engage and involve them in the brand.
solution
A radical new positioning for the brand with linked Radox's core values of relaxation and personal indulgence to the insight that today's busy women have too little time to dedicate themselves. From this was born the brand idea of "Selfishness Is Good" and a clear higher purpose to "galvanise women to take more time for themselves every day". Working as an integrated brand and cross-agency team - a fully integrated consumer engagement campaign was developed spanning advertising, digital, co-created content, PR, events and in store activity.
result
The Be Selfish campaign has helped to restore Radox to the No.1 position within the UK washing & bathing category and has driven strong brand growth in a declining category. It has also energised the whole Sara Lee organisation and was winner of the Sara Lee Global Marketing Excellence Awards to 2009/2010.