Feminine hygiene brand Bodyform is to launch a new integrated marketing campaign next week as it searches for a new voice to bring back its signature song.
A Facebook campaign will encourage entrants to upload videos of them singing the iconic “Whoah Bodyform” tune, and then in talent show style a public vote will decide the best.
Going live on 28 February and running for eight weeks, the campaign is created and managed by Haygarth with media buying handled by Carat.
Bodyform marketing manager Julia Kretova said of the campaign: “Despite the original adverts airing over 20 years ago, the iconic tune is still etched in people's minds when they think of the Bodyform brand. So naturally, we're really excited to relaunch the mnemonic for this generation of young women.
“By hosting the campaign on Facebook and running an advertising campaign on Spotify we're hoping to bring the 'Whoah' into the 21st century and make it relevant to our current target audience.”