The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

PZ Cussons plans first Sanctuary Spa brand campaign with Southpaw

Author

By Richard Draycott, Managing Director

January 30, 2015 | 2 min read

PZ Cussons is to launch the first ever brand focused campaign for its Sanctuary Spa brand and has appointed Southpaw as lead strategic and creative agency following a two-way competitive pitch.

Southpaw will now develop the Sanctuary Spa campaign to firmly position the brand with a powerful and emotive idea to catapult awareness and penetration in the highly competitive beauty product sector.

Acquired by PZ Cussons from HG Capital for £75m in 2008, Sanctuary Spa is now a highly successful beauty product brand, with a strong national presence in Boots stores. Southpaw will build upon the success with retailers by developing a brand campaign to raise awareness and build brand equity outside of their presence in Boots, as well as building a better emotive connection with their target consumer, by demonstrating their brand mission of making women feel wonderful.

Jacqui Burchell, global marketing and product development director for Sanctuary Spa, said: “Southpaw got under the skin of our brand very quickly and through their strong strategic work, they found a really interesting and powerful territory that we feel we can own and that will resonate with our target female consumer all over the UK.”

This is the latest high profile female orientated brand win for Southpaw, which in light of the rise in equality and constructive feminism has been focusing on more female brands leading to recent account wins for St. Tropez and the Ladies European Tour.

Tom Poyner, group managing director at Southpaw, said: “We are extremely excited to be working with Sanctuary Spa on the next chapter of their journey, developing their first brand campaign to help build a higher equity into the business and connect emotionally with women all over the UK. We’ve found a very powerful territory, which we feel extremely passionate about, and are looking forward to working with Sanctuary Spa to make it a huge success.”

The through the line campaign is due to launch in June 2015, with a powerful and emotive film at the heart, which will be supported by PR and Social Media activity to encourage conversation, sharing and consumer interaction.

Content created with:

Southpaw

We are a creative agency that uses the science of emotion to help build brands. We use neuroscience and effectiveness research methods in order to deliver creativity...

Find out more

Trending

Industry insights

View all
Add your own content +