Success smells good
The Soft & Gentle brand owners, Godrej, were delighted by the clarity, economy and sensitivity of this campaign idea. While our TV commercial aired, Boots saw a 300% sales uplift. The launch was described as ‘phenomenal’. All involved were incredibly pleased with the campaign and performance.
The strategic objective for Soft & Gentle was to establish it as the personal care brand that understands and connects with the real needs of women. As an important step forward towards achieving this, FKC were asked to help launch Soft & Gentle’s completely new intimate skin, feminine hygiene range.
With three products in the range, the initial challenge was to communicate the care and attention that goes into the formulations, by women and for women, and how they offer optimum care and health for intimate skin. The creative challenge was to create advertising for the products that would be appealing to watch without under-playing the taboos that are often associated with their use.
OUTTHINKING THE COMPETITION
FKC created a film that is visually striking, confident, feminine and yet very simple. It combines illustration, animation and CGI in order to achieve a highly effective 20” TV spot that’s now broadcast across mainstream TV channels.
“FKC is an extension of our marketing department, working collaboratively towards the same goal. The quality they deliver is second to none, born from clear thinking and planning and taking the time to understand our objectives, the brand and the consumer. No matter what the project or deadline, we have always found FKC to work with integrity, positivity and implicit attention to detail.”
Haley Darby, Senior Brand Manager, Godrej/Soft & Gentle