RADOX LAUNCHES NEW ‘FEEL RADOX READY’ MARKETING CAMPAIGN

Radox, the UK’s number one shower gel brand¹, is launching a new ‘Feel Radox Ready’ above the line (ATL) marketing campaign this month. Backed by a substantial £7m investment, the campaign will feature across TV, out of home, radio, in store activations, and social media to generate maximum brand awareness for its shower gel range.

Launching on TV from 8^th August 2024, the campaign marks Radox’s return to shower-specific advertising for the first time since pre-2021. The ad creative focuses on the brand’s ‘mood boosting’ fragrance range including Feel Awake: Sea Minerals & Fennel Shower Gel, and Radox Feel Relaxed: Lavendar & Waterlily Shower Gel, and highlights how Radox shower gels cater for every mood, empowering consumers to start the day feeling their best.

Brits are increasingly using more than one cleansing product a week, with 26% saying they like to alternate their fragrances, and 22% saying they change their product based on their mood². The Radox range allows consumers to alternate products based on these preferences.

Created by agency Adam & Eve DBB, the dynamic TV advert is supported by the feel-good nostalgic Girls Aloud Track, “Something Kinda Oooh” and is peppered with scenes of different people using Radox in the shower. Opening with tired morning yawns, the advert moves on to people singing and dancing in the shower when using the products, showcasing the mood uplifting effects of the shower gel.

Radox will also be partnering with influencer talent to drive awareness of the range alongside the multi-million ATL campaign. The influencer activity will be continuing the momentum of the advertising with social media and digital activations featuring the products on YouTube, TikTok, Instagram and Facebook.

Chris Barron, General Manager Personal Care UK&I at Unilever says “Fragrance is the number one consumer need in the shower gel category³ and this latest campaign builds on last year’s relaunch of the ‘mood boosting’ range which features new packaging and enhanced scents. The creative vibrantly captures the transformative effects of each fragrance on different moods, helping to engage with new and loyal customers, and encourage even more shoppers to experience Radox to recharge the body and mind.

“We’re delighted to bring this fantastic new campaign for Radox shower gels to screens nationwide. It’s a great opportunity to reinforce the brand’s position in the market and reintroduce our ‘mood boosting’ range to consumers with something new and fun. The campaign aims to demonstrate how these products can make your everyday shower into a revitalising escape. Whether you need to feel relaxed, recharged or uplifted, there’s a Radox shower gel for everyone.”

The ‘Feel Radox Ready’ campaign continues the brand’s ongoing commitment to driving brand awareness to boost retailer sales and category growth. Earlier this year, the brand introduced an additional, ‘Feel Hydrated’ Watermelon & Mint shower gel, bolstering the range and furthering its appeal to shoppers by tapping into the fastest growing fragrance trend, watermelon and mint⁴. Radox Feel Hydrated has performed significantly well to date and has become the fourth best-seller in the shower gel range.

Radox will continue to support the shower gel range including ‘Feel Hydrated’ across key retailers via stand-out shelf takeovers and impactful shopper marketing, with the bold pack designs communicating the ‘new mood boosting fragrance’. The impressive shopper marketing activity will run in stores across the UK from the 8^th August to the 2^nd October.

Source: adam&eveDDB

  Adam&EveDDB, Advertising, Campaign, Marketing, Radox, UK, Unilever