Forest Laboratories premium tattoo aftercare brand Forever Ink has engaged creative agency Anthem to take the brand to TV for the first time.
The move into TV advertising follows on from Anthem’s work on the Forever Ink packaging in late 2012, and is part of an integrated campaign including print, web, cinema, TV, POS, social media and an app offering bespoke advice on tattoo care.
Tattoo language used in the creative is designed to drive home the wider theme that Forever Ink is the guardian of tattoos and tattoo culture.
“We see the new campaign as important for the development of Forever Ink’s brand equity as we aim to build a brand that consumers turn to for the perennial nurturing of their tattoos.
"Anthem has taken us through the whole process from the packaging of our products through to TV ads. Their creativity has shone throughout and we’re looking forward to seeing the results of the new phase of this campaign,” commented Roopa Malhotra, senior brand manager of Forever Ink.
The TV activity will run over 10 days on Box Television channels including The Box, 4Music and Kerrang! with 700 spots in total. Production of the ad involved casting over 150 people, leading to over 2500 images that formed the letters and abstractions of letters to form words.
Anthem executive creative director, Mark Ringer, added: “Our campaign aims to take Forever Ink from a niche brand to a broader audience of people with tattoos on their minds or bodies. The creative positions Forever Ink as the guardian of tattoos and tattoo culture by speaking in the language of tattoos.”