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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Alpen, the UK’s number one muesli brand, has unveiled the return of its popular limited-edition tins, which will be given away for free with every purchase of big bag Original and No Added Sugar Alpen muesli. Available exclusively in Asda from September, the design of the premium tins is inspired by Alpen’s mountain visual heritage and the giveaway will be supported with a social media campaign.

Alpen is a £60m brand and the tin promotion aims to increase Alpen’s penetration in the market, as well as increasing visibility in the home to encourage repeat purchase.

Helena Blincow, Alpen Marketing Manager, said: “We’re really excited by the launch of Alpen tins. Feedback in testing has been really positive and we think customers are going to love the premium look and feel of the product. The tins don’t only provide a great value offer for consumers, but they are ideal for encouraging top-ups to drive repeat sales across the category.

“This is the beginning of an exciting year for the Alpen brand and the campaign will be followed with a £1m marketing spend in 2019 – bringing Alpen’s ‘mountain of taste’ to more customers around the UK.”

Mark Popplewell, Senior Buying Manager, Asda said: “We’re delighted to see this co-created idea come to life. We worked together with the Alpen team to create something which we believe to be both value driving and truly different for the ASDA customer. I’m confident the eye-catching Alpen-branded storage tins will produce strong sales when they land with impact in our stores.”

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