Our task is to build a 360 digital campaign to take the current brand messaging & communication a notch higher. The campaign Idea should embody the aspect of liberated choice, and be both functional and emotional relevant to the target audience.
Insight:
Women are often burdened with societal expectations and unwarranted judgments on personal choices, including grooming. Whether it’s about grooming, marriage, motherhood, or career paths. “As a woman you should/shouldn’t…” while in essence women simply want to be who they are.
Strategic Direction:
Show Bic Miss Soleil as a catalyst & cheerleader, challenging the existing norms and empowering, women to embrace their choices and owning their story.
Campaign Positioning
The “I Choose Smooth, I Choose Freedom” Campaign is a story of brand and choice. Choice is a key
element that the brand stands for aSnd would like to maintain. We aim to build on
this and gradually shift this narrative to one that focusses on our community. We
aim to celebrate the freedom to live out these diverse expressions of femininity.
By encouraging women to embrace their choices and own their story. Simply
having the Freedom To Be
