Iconic skincare brand E45 is helping people feel comfortable in their own skin, both physically and emotionally through the rollout of a whopping seven-figure campaign.
Recently acquired from Reckitt by Karo Healthcare, E45 has seen £1 million pumped into a large-scale integrated push to relaunch its brand on the UK market.
Created by The&Partnership and mSix Group, ‘This is ME45’ intends to drive reappraisal of the Swedish firm in what has become an increasingly competitive category.
Directed by Somesuch’s Tajana Tokyo, the hero film depicts the reality of modern Britain set to a catchy soundtrack and even features actors with real skin conditions to drive authenticity.
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“The opportunity to create a fresh new platform for a brand as iconic as E45 is really exciting. This is ME45’ captures the proud and unapologetic confidence of people feeling comfortable in their skin, physically and emotionally. Our Director, Tajana Tokyo from Somesuch, street-cast real people with their own skin stories, in a spot that brims with confidence,” The&Partnership executive creative director, Toby Allen said.
Running across TV and online video, the campaign will be additionally supported by a series of 10-second product focused addressable social films featuring real people discussing how they use E45.
Karo global skin health category director, Sally Perry added: “This campaign marks the start of a whole new chapter for E45. We’re refreshing the brand’s visual identity and tone of voice, we’ve overhauled the brand strategy to create a more emotive, confident platform for communications, and we’ve been developing an exciting pipeline of new product innovations – the latest of which will land on shelves next year. ‘THIS IS ME45’ is the perfect creative vehicle to deliver all of our ambitions for the brand over the next five years, and beyond.”
