Palmer’s Cocoa Butter cuts the chaos in first-ever masterbrand campaign via AnalogFolk
Following extensive research and strategic planning, Palmer’s has launched its first-ever masterbrand marketing campaign in Australia through creative agency AnalogFolk this week.
Research identified that the idea of women suffering from ‘beauty chaos’ was universally felt and understood, with the new campaign a compelling reminder that Palmer’s knows that beauty is far less complicated and expensive than the industry makes it out to be.
Palmer’s proven, natural-based formulas were seen as a credible solution to the confusion and contradictions in beauty messaging, including the all-too-common empty promises in the industry.
The new ‘Find the Formula’ campaign for the skin and haircare brand is the first major brand push in 15 years, with previous advertising focussed on product-specific messages.
Says Hayley Bishop, marketing manager, Palmer’s Australia: “This is an exciting time for Palmer’s and we expect this new campaign to reignite relevance and interest in Palmer’s with both lapsed and new users. The core premise at the heart of Palmer’s is simple products that actually work, making affordable, effective beauty care accessible. We’re confident about investing in long-term brand building to ensure continued success, longevity and growth for the Palmer’s brand.”
Says Richard Morgan, executive creative director, AnalogFolk: “Like always, we had a range of creative ideas that went into research. Funny thing was, from the outset, the idea of ‘beauty chaos’ just so clearly resonated across every group and demographic we spoke to, that you simply couldn’t argue with it. Not only was the campaign fun to make, it’s refreshingly different for the beauty category.”
The initial burst of the ‘Find the Formula’ Masterbrand campaign will run until April. Product-based campaigns that ladder into the masterbrand will also run throughout 2021, talking more specifically to functional benefits for a combined brand and product approach.
Client: E.T Browne Australia
Marketing Manager: Hayley Bishop
Digital Manager: Emma Clark
General Manager: David Haskard
Agency: AnalogFolk
ECD: Richard Morgan
Creative Team: Alister McCann, Jenn Aspinwall
Design: Parisa Rezeai-Abyaneh
Senior Designer: Robert Carter
Project Director: Emily Entwisle
Senior Account Director: Zoe McMurdo
Strategy Director: Chris Loukakis
Strategy Partner: Ben Hourahine
Managing Director: Matt Robinson
Production Company: Flint
Director: Andreas Smetana
Producer: Taryn Mueller
Production Company: Flint
Director/DOP: Andreas Smetana
Producer: Taryn Mueller
Production Designer: Ashley Knopke
Editor: Brad Hurt
Storyboards: Scenes by Dean
Post Production: White Chocolate
Colourist: David Mosqueda
Post Producer: Chris Grocott
Sound House: Rumble Studios
Sound & Music EP: Michael Gie
Composer: Adam Moses
Sound Designer: Liam Annert
Media Agency: Speed
Research: Justin Lewis Research
Consumer PR: Polkadot Communications
10 Comments
Nice insight. Happened to me this morn.
This is solid, solid work.
Kudos Loukakis, Morgan and co.
This is very cool! And a surprising angle for the beauty category. Love the creepy soundtrack.
Nice to see it finally on the screen. Well done boys, great to help bring it to life.
Love this. Speaking as someone who bought 1000 beauty items during lockdown and have used almost none of them.
Good to see something in the beauty category that isn’t all bubble baths, pink walls and bubblegum sweet music.
Anyone who dreads opening their bathroom drawer because it’s full of soon to expire / long gone products will love this.
Kind of wish it ended on one product vs the range of 4 though.
Slightly undoes the good work.
The bridging line feels a bit unnecessary though and makes it addy. But, waddaya gonna do. It is an ad.
This is great, nice one Al!
Ummm have only men commented on this? seems more like a 30 sec thriller movie than an ad that is relatable to the type or person who will actually contemplate buying the product. Think ill give my money to literally every other brand who can speak my language.
As a woman who uses this brand I can say this is highly relevant and relatable – and it got my attention compared to the usual beauty cr@p, plus gave me a chuckle which we can all use right now!