ICONIC HAIRCARE BRAND FUDGE LAUNCHES CINEMA CAMPAIGN TODAY VIA FREEFORM

Fudge today launches a cinema commercial, created by Freeform, Sydney as part of a global strategy to revitalise the brand across 45 different countries.

The quirky cinema campaign shows a mysterious British man describing his daily grooming routine. At the end of the commercial, he unveils one of the worst, most outdated haircuts you’ve ever seen alongside the tagline, ‘It’s never too late to change hair history’.

This tagline was first introduced to Australian consumers in late October when Freeform launched six print campaigns, a series of virals and an outdoor poster campaign.

Today’s cinema campaign builds on the premise that everyone has a collection of old photographs of themselves sporting very bad haircuts. Rather than showcase models with long, lustrous and perfectly styled hair, Fudge opted to stand out from the clutter with a more surprising approach to haircare advertising.

Collectively, the campaign represents a major strategic shift for an iconic Australian brand that first made its way into consumer’s hearts in the early 1990s. Since then, Fudge has gone on to launch in 23 countries and is one of Australia’s most irreverent brand success stories.

With a core target market of 15-29 year olds, the campaign also introduces a fresh redesign for the range, part of the brand’s commitment to doing things differently and to constantly evolve.

“The relaunch of Fudge required a new, innovative approach… a big idea. While initially hard to convince the broader internal team at Fudge to embrace such a new direction it was critical to do things differently,” says Robyn Pitt, Group Marketing Director at Fudge.