AUCKLAND, Monday: BC&F Dentsu has launched its first campaign for fmcg brand Essano, aiming “to drive greater growth”.
BC&F Dentsu MD Murray Streets said: “It all started with a washing machine pump and a credit card – that’s how Kiwi innovators Shane and AJ formed a partnership that led to the launch in 2013 of their Essano skincare range harnessing the natural power of rosehip.”
Now Essano claims it’s the No 1 brand in New Zealand natural skincare, and marketing manager Caroline Clarke says it “looks set to overhaul L’Oréal and Olay as No 2 in total skincare in New Zealand supermarkets.
Clarke explained the choice of Dentsu: “We were looking for a strategic and creative partner to help us define the Essano brand purpose, ambition and positioning, and express this in a way that’s clear, distinctive and memorable to unlock growth.”
“My skin’s never felt more radiant!”
Murray Streets said: “The Essano brand is an exciting story of a smaller Kiwi challenger brand taking on the established global skin care players. The BC&F Dentsu team is extremely proud to help drive greater momentum for this local success story here and overseas.
“And the added bonus is that my skin’s never felt more radiant.”
Associate CD Rob Longuet-Higgins said: “The campaign is designed to establish packaging awareness and recognition, priming shoppers before they visit the supermarket aisle. The ads eschew the conventional ingredient story and user imagery, focusing instead on highlighting specific skin care problems and presenting the product range as a practical, accessible and effective solution.
“With the help of The Craft Shop, we are able to present people with a premium quality product that offers beautifully simple solutions.”
The campaign is executed across TV, on demand and street posters with the media strategy planned and bought by partner MBM.
CREDITS
Client: The Mix Limited
Agency: BC&F Dentsu
Producer: The Craft Shop
Media agency: MBM
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