“Zowie is the perfect choice as the new face of Cool Charm. She’s stylish and polished but really knows how to have fun,” says Cool Charm marketing manager Jessica Ulyatt. “We’re extremely lucky to have her on board.”
Zowie (aka Zoe Fleuryº has already enjoyed local success and has a rising international profile, having toured with the likes of Katy Perry and Mark Ronson, and her track 'Smash it' features on the new ad.
The campaign was created by Raydar, which won the account in a competitive pitch in the middle of last year, and the TVC launches Cool Charm's new range of three-in-one antiperspirant deodorants. Like DDB's new campaign for Lindauer, it also aims to look more like a music video than a standard ad and it was shot by Flying Fish at Auckland's Q Theatre.
“We started the Cool Charm journey with Wayne and Jessica from Aspen, Cool Charm's holding company, 12 months ago and have been involved at key stages along the journey,” says Raydar's managing director Darryl McClay. “Sitting in on research groups and observing purchase behavior in-store provided valuable insights into what customers wanted from the brand. We used these to help inform the planning and creative process and build a strong business case for account sell in. From strategy to talent choice and execution, I'm really proud of what my team has produced for Cool Charm. The combination of new improved product and the new TVC are set to take Cool Charm to a whole new level.”
The campaign debuted last night and will be supported with print, online, social, in-store and PR from The PR Shop.
This story first appeared on StopPress.