LONDON, 4^th January 2021 – Cadbury Creme Egg, the Mondelēz International owned chocolate brand, has today revealed its annual campaign, which this year takes the form of a Creme Egg Golden Goobilee in celebration of the brand’s 50^th birthday. The push was developed in partnership with creative agency ELVIS.

To mark the milestone birthday of a British icon, Cadbury has partnered with ELVIS to throw an inclusive season-long celebration for the nation, heroing all the different types of Creme Egg eaters out there and encouraging everyone to join in the EATertainment in order to make this Creme Egg season the best yet.

The challenge for Cadbury and ELVIS was to drive penetration of Cadbury Creme Egg across all demographics, with a particular focus on 16 to 34-year-olds. The through-the-line campaign aims to bring back the hype and get the nation excited about Creme Egg’s unique taste experience, helping to drive sales by celebrating 50 years of delicious Creme Egg EATertainment.

Cadbury Creme Egg’s iconic campaigns have been entertaining the nation for the last 50 years. Last year, Cadbury and ELVIS launched the Creme Egg EATertainment streaming platform, putting the eating experience back at the heart of its core campaign. This year, EATertainment is back in an all-season long birthday celebration for the nation.

The campaign centres around a 60-second hero film, directed by Zac Ella at Craft Films, celebrating the different ways Cadbury Creme Egg fans have enjoyed their favourite Easter treat for the last 50 years – whether they are a licker, dipper, baker, eggspert, discrEATer or sharer. This is supported by social and digital activity including Mondelēz UK’s debut on social platform TikTok, with assets especially designed to encourage as many people as possible to get involved in the Golden Goobilee birthday celebrations, as well as activity across OOH, instore, PR and media partnerships.

To kick off the Goobilee, Cadbury is releasing new golden versions of the Cadbury Creme Egg for consumers to find instore, giving them the chance to win up to £5,000. Two hundred Golden Cadbury Creme Eggs will be hidden instore masquerading as a classic Creme Egg across stores nationwide.

Dentsu Aegis Network’s media agency Carat is managing all media planning and buying, and PR activation is led by Golin.

Raphael Capitani, Brand Manager, Mondelēz, said: “It’s the 50th birthday of a beloved British favourite and this year we wanted to mark it in style by taking EATertainment to a whole new level, with a season-long birthday celebration for the nation! Cadbury Creme Egg’s iconic campaigns have been entertaining the nation for the last 50 years and that’s why we’re really excited to announce the Golden Goobilee, including the launch of our elusive Golden Cadbury Creme Eggs. Let the EATertainment begin!”

James Hudson, Creative Director, ELVIS, added: “We thought 2021 needed some fun, and it’s the 50th birthday of a British icon – so we had to celebrate! With an audience as diverse as the eating experience itself, we wanted to throw a celebration for the nation like never before, that heroes all of the many playful ways people like to enjoy their Creme Egg. So, whether you’re a licker, dipper or baker, we’re encouraging everyone to join in the EATertainment and make this season the best one yet. But this party’s just getting started. There’s plenty more unexpected and unforgettable fun to come!”

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Cineworld Cinemas has appointed promotions and partnerships agency Mongoose Promotions to invigorate its Voucher products for sales promotion, employee reward and benefits.

Mongoose will represent both Cineworld and Picturehouse Cinemas in the UK and Ireland from the  1^st August this year having been appointed following a competitive pitch in which they were able to demonstrate in-depth industry expertise and a proven record of generating revenue growth for clients.

Mongoose will provide tailored sales and marketing solutions alongside digital expertise to design, build and deliver a range of desktop and mobile applications to simplify the order process for clients and the Employee Benefits market.

Cineworld and Picturehouse make up the largest cinema company in the UK with 128 state of the art sites. This new partnership will help maximise exposure and presence across the B2B market.

David Pearson, Mongoose Promotion’s CEO commented:  “ We’re delighted to have been appointed by Cineworld which further cements Mongoose as the partnerships agency of choice in the leisure sector.  We’ve a great track record of identifying, delivering and managing solutions that maximise alternative revenue streams for our clients. We are delighted to be working with the market leaders in UK cinema and look forward to developing a strong partnership over the coming years. “

“ Our brief focuses on working with both existing clients to maximise the mutual opportunity and also to develop new relationships. We’re excited to be working with Cineworld and Picturehouse to develop these new solutions and cannot wait to introduce them to the market. “

Jo Scully, Corporate Sales & Partnerships Manager at Cineworld commented:  “ Cineworld has some very ambitious growth plans over the coming years and wanted to partner with a proactive and dynamic agency to help us to realise them.  The Mongoose proposition fitted in perfectly with our own thoughts and we cannot wait for them to get started ”.

This appointment is announced as the cinema industry currently plans to reopen in late July as COVID-19 measures begin to relax.

Any company or organisation interested in utilising vouchers for Cineworld or Picturehouse should contact cineworld@mongooseagency.com from 1^st August.

For more information contact david.pearson@mongooseagency.com, Mongoose Promotions is part of The Mission plc.

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Ben Hubbard, Brand Partnerships Manager at Brand Culture provides some excellent examples of how our current state of life is imitating art.

In these strangely surreal times, recent events have stirred memories of past TV series and films, resulting in a distinct sense of déjà vu. Here’s my pick of the top examples of life imitating art:

Shaun of the Dead (2004)

This cult British zom-com has never felt more relevant. Just replace zombies with an unseen virus, right? The film’s live-news updates featuring real-life anchor Jeremy Thompson are eerily similar to the dramatic daily government announcements and developing stories we’re all currently fixated by. Recognising the similarities, Simon Pegg and Nick Frost have released a short video featuring an updated version of the movie’s iconic ‘plan’ – something we’d all do well to follow.

Dead Set (2008)

The recent footage of the current German Big Brother house being told of the seismic events outside their bubble strongly echoed Dead Set, E4 TV’s dark comedy horror in which the contestants’ house is sealed off from the outside world, that just happens to be experiencing a zombie apocalypse.

28 Days Later (2002)

A recent BBC News special included a global travel report featuring images of some of the world’s most famous tourist hotspots – the Taj Mahal, the Eiffel Tower, and Arc de Triomphe and Leicester Square – virtually empty. This drew comparisons with the beginning of Danny Boyle’s pandemic epic 28 Days Later.

The Island (2005)

Michael Bay’s ‘futuristic’ thriller depicts an entirely isolated community, cut off from the rest of the world as a result of ‘global contamination’. I think we can all relate to Lincoln Six Echo (Ewan McGregor) and Jordan Two Delta (Scarlett Johansson) right now, even if we aren’t actually clones being grown for organ harvesting… although winning the lottery right now would be nice!

Surrogates (2009)

In this sci-fi thriller, Bruce Willis inhabits a futuristic world where human beings live in isolation and interact solely through surrogate robots – more perfect versions of their real-life forms. While our tech isn’t quite as developed as in the film, it does cause you to reflect on the alternate realities being lived on social media and people’s desire to present a perfect version of themselves.

Ready Player One (2018)

Adapted by Steven Spielberg from the cult novel the film centres on the world’s population that has largely self-isolated, doing everything via ‘The Oasis’ – a ubiquitously adopted virtual reality platform. Now, with everyone self-isolating at home, there’s been a huge spike in at-home entertainment consumption, from streaming movies and TV shows to playing video games and watching esports.

To find out more about Brand Culture, get in touch with Ben Hubbard at BenH@brandculture.london

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Crown Talent & Media Group has today announced it has appointed Jack Horlock as managing director of a new division, Crown Brands Live, to bring together a dedicated team who will focus entirely on live and immersive brand experiences.

Drawing on Crown’s incredible roster of media and music talent and having worked with some of the world’s leading brands, this new division will forge mutually beneficial partnerships that not only reach target consumers, but also support the commercial business objectives of the brand or event.

One of Horlock’s first deals with Crown Brands Live will be to help oversee brand partnerships for The Good Business Festival as part of Culture Liverpool’s award winning events portfolio. The Good Business Festival is a new, global event which will offer a platform for ethical and value-led businesses to join that in the future profit will come from purpose, taking place in Liverpool, October 2020. A full event programme will follow for Liverpool International Music Festival, The River Festival and River of Light in 2020.

The London launch of The Good Business Festival will take place at The Royal College Of Physicians, Regent’s Park on 15^th January from 6.30pm. Spaces are strictly limited, but you can request your invite by emailing Jack at Jack.Horlock@crowntalentgroup.com

Mark Hargreaves, CEO of Crown Talent & Media Group, said: “We pride ourselves in partnering with some of the UK’s most exciting music events and we understand how brands can best use these immersive experiences to connect with their target consumers to build brand credibility and create lasting memories and dynamic content.

“Bringing in Jack to further grow and develop this division is really exciting as he brings such rich and versatile expertise and anyone who has worked with him is inspired by his passion and his ability to bring opposing worlds together that make magic happen.”

Jack Horlock, MD of Crown Brands Live, added: “I cannot wait to share this news with the industry. Mark and the Crown team are incredible and to be able to leverage my experience with the strength of Crown’s portfolio is very exciting. We have a number of huge announcements that will follow in the coming weeks, so watch this space.”

Sue Finnegan, commercial director of Culture Liverpool, went on to say: “Jack and his team are leaders in the world of strategic brand partnerships and experiential activation – they are an extension of our team with a strong foothold across the UK and Europe. We are delighted to be working together again on The Good Business Festival where we will create immersive and integrated, rich brand content and experiences, aligning global brands with the iconic brand of Liverpool.”

Jack Horlock is a member of the Institute of Promotional Marketing and is part of the Mayor of London’s International Business Programme (MIBP). As a cohort member, Horlock is able to leverage a number of high-profile opportunities to learn and network, as well as access some of the UK’s most successful entrepreneurs and business leaders for their support and advice.

Horlock brings a wealth of experiential and promotional marketing expertise, immersively representing brands such as Ministry of Sound, Westfield, and Viacom/CBS Outdoor in his 20-year career.

Under the Electric Live Brand Partnerships brand he was responsible for Fusion Festival, as well as working with Jean Paul Gaultier at Brighton Pride, in which he brokered a deal that saw JPG activating at the UK’s biggest pride.

Horlock has also worked to create partnerships with multi-national agencies including Coca-Cola, McDonalds and All Out Beauty, under the ELBP brand.

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Gousto, the recipe box company is delighted to announce a new six-month partnership with wagamama, helping busy couples and families to whip up their favourite restaurant dishes at home.

The partnership is the next step on Gousto’s journey to become the way to eat dinner and closely follows the launch of its £3m ‘Give It Some Gousto’  brand campaign.

The collaboration allows both brands to showcase their freshness credentials, whilst enabling Gousto to engage a family-based audience that adores wagamama. The multi-channel campaign includes: bespoke social videos on both brand’s channels, media engagement and influencer content from Gousto’s top tier ambassadors: Joe Wicks, Anna Whitehouse (Mother Pukka) and Simon Hooper (Father of Daughters).

Anna Greene, Brand Director at Gousto, says: “There have been significant shifts in the way we consume food over the past decade. Convenience is king, but it can’t be at the cost of quality, health, variety and experience. At Gousto, we’re carving out a completely new category in food. With that comes an incredible opportunity to reimagine family mealtimes for the future.The Gousto x wagamama partnership offers something really special for our customers – helping them to learn new cuisines and create freshly prepared wagamama dishes at home, without the wastage that would typically come when buying all the ingredients separately”.

Helen Hyland, Brand Manager at wagamama, adds: “Partnering with Gousto makes perfect sense, enabling our most popular dishes to be cooked at home with the usual fresh ingredients we use across our restaurants. We know that some people can find wagamama’s menu intimidating with unfamiliar ingredients and words, so we wanted to break down that barrier and prove that our food is simple and delicious. Adapted from our new cookbook “feed your soul”, we’re delighted to inspire both wagamama-fans and non-users to cook our Pan-Asian recipes at home with Gousto. Home-cooks will be able to build on their understanding of Japanese culture and experience the fantastic flavours and ingredients of the East.”

The Gousto x wagamama recipes start at £2.98 per person and are available to order at https://www.gousto.co.uk/ from 24th September 2019.

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Chris Wilson, Head of Brand Partnerships at Ingenuity, shares what brands can learn from Love Island Partnerships

The UK’s largest TV show is coming to a conclusion tonight and is expected to attract a record number of viewers. The Love Island spectacle is the latest and most watched reality show since Big Brother. So, why is it so important for brands to understand the opportunities, risks and potential to partner with shows of this ilk?

Love Island provides brands unprecedented access to the millennial market, with ITV offering a complete multi-media proposition to help brands reach, engage and convert young audiences.

Every year, we discuss how the following of the show grows younger and more naïve, particularly when it comes to how they’re being marketed to.

Over the last four years, we have seen a multitude of brands being involved across sponsorship, OHH advertising, product placement and now ecommerce partnerships which help brands amplify their products and services to eager Love Island viewers.

What are the benefits to partnering with a phenomenon such as Love Island?

The benefits of an ITV sponsorship are clear. It provides guaranteed access to an audience who are as engaged as football supporters when they’re watching Match of the Day. While MOTD is on once a week, Love Island captures an audience for more than six hours a week.

There are also options to target millennial audiences through social channels, by promoting your products and services in a tactile way that gets results.

The best partnerships are as subtle as the VO5 product placement deal which sees the show’s contestants spend a large proportion of their time ‘getting ready’ or ‘doing their hair’, using Unilever brands’ products.

Partners of the show can expect to see a spike in product sales, engagement and traffic on their sites as a result of partnering. Ad breaks provide an easy opportunity to catch the eyes of  the consumer, allowing brands to target viewers while they eagerly await for the next part of the show.

Take last year’s partner, Superdrug, whose aim was ‘to cement themselves as the go to destination for 16-34s, whilst increasing awareness of their own brand offering.’ As a result of working with ITV, visits to the Superdrug website rose by 200k after each episode, alongside a whopping 900% increase in Superdrug brand search terms.

A new approach this year

Interestingly, this year’s deal with I Saw It First offers a new approach to the previous retail partnership with Missguided.

It provides consumers the opportunity to follow their favourite contestant and buy their outfits online, allowing a unique customer journey. The show has a vision of how they want the contestants to dress, which shapes how the retail partner can promote certain ranges during different parts of the show.

It’s a similar case with UberEats, the title sponsor of this year’s show. By paying £5m for access, ITV has given them the best seat in the house to target the hard-to-reach millennial audience of circa 5 million. They’re giving away discount on food delivery and Love Island products to the audience, in return for data capture and a spike in orders, not to mention the brand association opportunities for hitting their key clients in the space where they most want to be spoken to.

Fully integrated deals like these will become the norm, as different brands seek to engage audiences that follow particular shows. It’s now more than important than ever to think about how to ready your brand for further integration.

The Risks

As with any show like this, there are multiple risks for the partner. Brands cannot control what happens on the show and what the general public think, which may come to affect your brand reputation.

There are huge concerns around mental health support and how the show can manipulate young audiences into thinking in a certain way. The dangers of being associated with these difficult messages means brands need to have a watertight PR function that’s ready for anything.

There may be other, more secure opportunities that could provide similar results, with pre-recorded shows being prime example.

Building a strategy to engage new audiences

Having a partnership strategy in place in today’s market is a must; it has become the new bar for brands that want to build equity that lasts. With budgets on the decrease and targets on the up, partnerships offer brands a fantastic opportunity to be able to build a unique platform to engage audiences and utilise other brands assets as their own.

In an era where TV is not the only way to drive sales, a sustainable partnership prevents any brand from being a “one trick pony” and adds a layer to any marketing plan that drives even more deliberate and dedicated customer engagement.

Ingenuity London

Outside of Love Island, there are many partnership models that work, including brand licensing, sponsorship, on-pack promotions, loyalty incentives and merchandising. If you work for a brand and are looking for ways to develop partnerships, Ingenuity will consult on who in the industry you can partner with, how best to structure a deal and crucially how to get in front of these brands. To find out more, check out our website.

Our cross-category experience lies in building partnerships, strategy and growth for brands such as Merlin Entertainments, Nickelodeon, Cannes Lions, Tough Mudder, Lastminute.com, The Times, Virgin Red and The Beano.

If you’re interested in engaging new audiences or developing a new way to market your brand via partnerships, get in touch with Chris Wilson at Chris.Wilson@ingenuitylondon.com

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Tough Mudder Inc., the leading sports, active lifestyle and media brand, has today announced that BrewDog will be the official finisher drink partner for the 2019 Tough Mudder UK event season. The partnership will reward Tough Mudder Classic, 5K & 5K Urban participants who cross the finish line with a cold Punk IPA, rewarding hundreds of thousands of Tough Mudder runners across the UK. BrewDog’s Punk IPA will be available from the first Tough Mudder 5K Urban event of 2019, taking place at Finsbury Park on the 12^th & 13^th April and throughout the season. This will be the 3rd year that BrewDog has activated with Tough Mudder, expanding on their previous partnership year on year.

“It’s fantastic to be working with BrewDog to deliver a cold, fresh Punk IPA to every Tough Mudder finisher this year’, said Mark Read, Commercial Director for Europe. “As two original challenger brands, we are excited to be collaborating to deliver a truly unique partnership offering. We are delighted to continue our longstanding partnership and to further enhance the BrewDog brand within the Tough Mudder tribe.”

James Watt, Co-Founder at BrewDog commented: “Expanding on our partnership with Tough Mudder is a no-brainer – since we started offering BrewDog beer at their events in 2017 we’ve been inundated with requests for us to become the official finisher drink. Participants know how important it is to celebrate an achievement like finishing a Tough Mudder event with a cold, fresh craft beer, and what better beer than Punk IPA?”

As well as handing out Punk IPA to finishers, BrewDog will be capturing participants for their official finish line photo as the official finisher photo activation. The partnership further demonstrates the continued pulling power of Tough Mudder, which counts Snickers, Lucozade Sport and Toyo Tires as just some of its key sponsors.

The deal comes as Tough Mudder, the leading active lifestyle brand and endurance events company, continues to diversify event offerings, content, and its partnership portfolio in the UK. This includes the recent arrival of Tough Mudder 5K to the weekend events across the UK, complementing the upgraded Tough Mudder 5K Urban.

The Urban 5K series enters its second year with the first of the city-based events taking place in Finsbury Park, London on both Friday night 12th and Saturday 13th April. On Friday, the Tough Mudder Up Late event is expected to draw in after-work crowds and create a buzzing atmosphere. All 2019 events will feature street food, a bar, live DJs and more, all to add to the perfect after-run celebration that now starts with a cold Punk IPA.

To purchase tickets to the Tough Mudder 5K or for more information on the Tough Mudder-BrewDog partnership, visit http://www.toughmudder.co.uk/.

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Chris Wilson, Head of Brand Partnerships at Ingenuity London explores the standout brand partnership trends this year and what can be learnt from them.

What a year! We actually don’t think it’s all doom and gloom. The challenging marketplace has led to increased collaboration, more value-added offers for consumers and a sink or swim mentality on the high street.

An area that has grown and become increasingly relied upon is brand partnerships. When formed creatively with a customer-centric focus, this channel can be a cost-effective and profitable element to a brands marketing strategy.

What to consider before approaching a brand to form a strategic alliance?

–         The target brand has aligned values

–         They have like-minded targets or goals to achieve

–         The potential partner has skill sets and/or mutual benefits to offer

–         It must remain relevant to the target audience

Partnerships are following the Marketing herd, where brand purpose has been put at the top of the tree it seems that the poignancy of a meaningful partnership has not been lost. You only need look at the FA’s partnership with Stonewall to see that previously inward facing organisations are embracing the new wave of customers who care about brand purpose.

A partnership, when done effectively, will allow you to shift perceptions, create new engagement and deliver you more assets to leverage, ultimately enabling you to drive more revenue, less churn and greater loyalty.

Which partnerships have impressed?

1.       Amex’s partnership with Netflix that allows customers to ‘Pay with Points’ – A great partnership which allows a low value redemption month to month, generating a genuine feeling of being rewarded.

2.      Spider-Man partnership sees Vodafone and Sony Pictures aim to encourage digital skills – a great positioning piece for all the brands involved, filling in the gaps left by the education system in the UK.

3.      Bud Light unlocks coolers of free beer as Cleveland Browns win first game since 2016 – just a great activation that encapsulates an audience at a time that makes their experience enhanced and increases shareability via social.

4.     Sky and Netflix partner for ‘ultimate’ on-demand TV package – one of the most talked about strategic deals of the year, a solution which helps Sky offer a better range and retain their customers whilst offering Netflix better reach and customer acquisition. We’d love to know what the overlap here was.

Personalisation is key

Research finds a correlation between personalisation and customer satisfaction. By leveraging customer data captured in a multi-channel loyalty program, brands can offer more relevant promotions and up sell and cross-sell relevant products or services to consumers.

How to navigate the world of Brand Partnerships

Partnerships should focus on at least one of the following:

• Bringing value to the customer
• Solve (or alleviate) a problem
• Capture people’s interest
• Deliver digitally
• Challenge perception

Data is a key pillar

Data has become a much talked about subject, particularly with GDPR (which I have talked about previously – read here).

The element of data in any partnership is crucial, you should understand your audience, the way they think, what makes them tick, what makes them keep coming back most importantly how they behave.

But if you do not own the data, you can form a partnership that drives acquisition via a promotion. By creating an exciting campaign, you can acquire new audiences by marketing to them using an exclusive partnership promotion, thus drive your data sets and creating a new and engaged user group which you can target again and again across your wider marketing strategy.

In summary it’s the balance of data and creativity that delivers the best opportunities in partnerships and the greater the scope and breadth of the relationship the better it will be. Case in point is American Express’ integration into Amazon which goes as deep as allowing you top redeem points at checkout on the Amazon platform.

Being customer centric the spirit of Christmas giving in partnerships

Tis the season for giving, so make sure your 2019 strategy is to put your customers at the very heart of what you do, there are far too many broad and non-strategic partnerships out there in the industry that are too introspective, alleviating internal rather than external challenges.

Finding the right partner; Partnerships are the key: Ingenuity London

Having extensive experience in helping brands to develop an effective partnership offering to market we could introduce you to any number of partners. (To see more, please check out our new website here).

If you’re interested in engaging new audiences or developing a new way to market your brand via strategic partnerships, get in touch with Chris at Chris.Wilson@ingenuitylondon.com to discuss.

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Asda has announced it’s now trialling in four stores its first pizza-delivery service in partnership with Just Eat, a leading global marketplace for online food delivery.

The delivery service which has already been trialled for nearly a month in Killingbeck in Leeds delivers within approximately a two-mile radius of the store. Customers can now order a selection of pizzas from the Asda Kitchen, in-store Diner priced at just £6 for a 16” pizza.

An extension of the trial is now being rolled out to three other stores in Beeston, Wakefield in West Yorkshire and Livingston, Scotland and will start from 19th November 2018.

Orders are placed online via the Just Eat food app and it then goes directly to the Asda store, freshly cooked in the in store diner and then delivered directly to your door.

The pizzas which are extra-large at 16” come in a variety of flavours including Margherita, American Sizzler, Pepperoni, Vegetable Supreme. There is also a special £15 meal deal that includes any pizza, 4 sides, 1 drink, dessert & dip.

The delivery service is available from the Asda Kitchen from lunchtime onwards, however, customers can also buy the pizza’s from the diner in store to choose to eat in or take away.

James Ainger, Asda’s Senior Buying Manager, said: “We are really excited to be trialling this new service in our store in Killingbeck, along with plans to roll out to three more stores later this month. We know our customers love Asda pizzas and now they can have them delivered to their doorstep.”

Asda and Just Eat said that if the trial is successful they will look to continue the rollout to more stores.

A Just Eat spokesperson added: “We have partnered with Asda on a localised trial for takeaway delivery in Leeds. This is part of our mission to offer customers the widest choice possible and we will continue to assess the results to determine whether we can expand our partnership further.”

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tbk Group has brought together the UK’s number one dry shampoo brand, Batiste, and the UK’s no. 1 premium cosmetics boutique, Benefit, for a partnership campaign to launch Batiste’s new premium range of dry shampoos.

Benefit will be giving away exclusive trial size Batiste products with every purchase and are launching the partnership with experiential activity in Benefit’s Carnaby Street store, offering free hair makeovers provided by Batiste’s expert hairdressers.

The promotion is designed to educate customers about Batiste’s new dry shampoo range, which is tailored to individual hair care needs, and it coincides with a TV launch campaign, Rethink Dry Shampoo.

Batiste brand owner Church & Dwight tasked TBK with ensuring their product was put directly into the  hands of women that actively seek premium beauty and fashion brands that meet the needs of their busy social and work lives. Traditional high footfall areas such as train stations and supermarkets would not have enabled a premium or immersive experience with the Batiste brand, nor enabled brand ambassadors and hair stylists to talk to women about the variant that would best suit their hair type.

tbk Group won the business after a competitive pitch process and have delivered the whole brand experience, including facilitating the partnership with Benefit Cosmetics, developing in-store point of sale materials and providing brand ambassadors via tbk’s Live Experience division. The partnership and a related Gift With Purchase (GWP) offer, which will be running until mid-November in Benefit stores, will be amplified through both Batiste and Benefit’s social channels and also CRM activity to Benefit customers.

tbk Group Director Rachelle Headland says: “Benefit and Batiste are a great pairing for reaching busy women who want to look their best on the go. The tie-in will enable Benefit customers to reappraise Batiste products and their new premium range within an inspirational context.”

Batiste Senior Brand Manager Holly Dove adds: “Our core dry shampoo range has historically been differentiated by fragrance. Consumer insight shows that women shop for wet shampoos according to their hair type. Our Rethink Dry Shampoo campaign aims to get women to rethink everything they thought about dry shampoo. They can buy exactly what they need for their hair, it’s a lightweight and invisible miracle worker for freshening up and restyling your hair anytime and anywhere. The Benefit partnership was spot on in terms of positioning and reaching our audience.”

tbk Group (formerly The Big Kick) is a brand activation agency founded in 1999 creating local marketing programmes and integrated engagement and experiential campaigns for brands and retailers. It is the recipient of multiple awards for its campaigns, including the IPM Awards Grand Prix 2018 and five Gold trophies for its work with Lucozade.

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