Olympic boxer Nicola Adams weighs-in on E45's new brand direction

Skincare brand E45 has snapped up the cream of the crop of the UK’s boxing scene, tying two times Olympic champion Nicola Adams into its latest ad campaign.

Adams, who uses the skincare brand, is helping reposition it as an everyday solution to a multitude of skincare issues after 60 years of it being used to treat more serious conditions.

Havas London was behind the creative strategy for the campaign, with sister social media agency Cake handling PR and Knucklehead directing the TV ad showing how E45 integrates with her routine.

Kate Sweeney, category marketing manager at Reckitt Benckiser, said: “We’re very proud to have more than 60 years’ heritage as one of the best-known and most-loved skin care brands in the UK. However, we know many of our consumers are only using E45 when they have a problem with their skin, and not as part of their everyday skincare routine. It’s this misconception that we’re setting out to challenge with the new campaign.

"Today, E45 is a high quality but straightforward brand with a mission of providing consumers with products that give their dry skin exactly what it needs to feel good. Nicola – an existing E45 user who boasts many of characteristics of this new brand direction herself – is the perfect person to help us bring that to life.”

Elliot Harris, creative director for RB at Havas, added: “Nicola Adams [OBE] is one of Great Britain’s modern sporting icons. She is the first British boxer to successfully defend their Olympic title for more than 90 years, and the reigning Olympic, World, European and Commonwealth Champion. She’s also exceedingly humble, down-to-earth, relatable and straight talking. And she uses E45. Finding your ideal brand partner is one thing, executing the campaign is another. Our HKX teams across Havas London and Cake have pulled it off superbly.”

Press, OOH, retail, digital and social activity will supplement the campaign.

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