Palmer’s Cocoa Butter Reveals First-Ever Masterbrand Work 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.

“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,” said Palmer’s Australia marketing manager Hayley Bishop.

AnalogFolk ECD Richard Morgan said: “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.

Credits

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

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