MAJOR PUSH FOR PALMER'S COCOA BUTTER VIA CLEMENGER BBDO, ADELAIDE
Click here to watch 'the-Palmers-Cocoa-Butter-commercial'
After five years of quietly building inroads into the Australian market, primarily through word of mouth and PR, US-based Palmer’s Cocoa Butter has recently launched its first major brand campaign in Australia via agency Clemenger BBDO, Adelaide.
“It’s become very much a cult brand here. The people who use it feel they have discovered it for themselves and they are very proud to recommend it to friends,” said Brand Marketing Manager, Taryn Boyce.
The challenge was to produce a mainstream launch campaign that wouldn’t alienate this incredibly loyal customer base, nor damage the ‘underground’ perception of the brand.
Research showed that the unpretentious nature of the brand appeals to women who don’t identify with the high-maintenance archetypes depicted in most corporate skincare advertisements.
So a brand platform based on the idea that “Skin is fashion” was developed to communicate that looking good is not about what you wear on the outside, it’s about looking and feeling fabulous in yourself.
The campaign includes television, online, print and point of purchase.
Creative Director: Greg Knagge
Copywriter: Jeremy Egerton
Art Director: Brenton Canty
Agency Producer: Judi Oehme
Director: Robi Watt
Production Company: Nylon Films
Producer: Vicki Niehus
Client: Taryn Boyce