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Remington Unveils New Global Brand Positioning

Posted by: Addiction

Date added: Thu 30 Sep 2010

Addiction London has created a new global brand campaign for Remington, world leaders in electrical hair care, shaving, grooming and female hair removal, which is due to launch on television in the UK on the 4th of October 2010.

Addiction London has created a new global brand campaign for Remington, world leaders in electrical hair care, shaving, grooming and female hair removal, which is due to launch on television in the UK on the 4th of October 2010.

It is the first campaign created by Addiction London since Remington’s appointment of them in March this year and features the positioning line – How the World Gets Ready.

The new positioning will be used to further enhance and strengthen Remington’s brand personality worldwide by forging emotional connections with consumers, and encouraging them to put Remington at the heart of their getting-ready regime.

The TV ad will be aired nationwide and will also be aired across Europe, Australasia, South America and the USA. It shows Remington girls using Remington products to get ready to go out and is set to ‘Get Ready’ by The Temptations. The ad was produced by Addiction London and directed by Andy Morahan, famous for directing numerous award-winning ads and ‘November Rain’ by Guns ‘n’ Roses.

As well as the television ad, the campaign will incorporate press, online advertising and social media, all of which will feature the ‘How the World Gets Ready’ line.

PR is being activated in the UK by Cirkle.

Sally Sidani – Managing Director UK & Head of European Marketing said:
“We are delighted to have started our partnership with Addiction London. Addiction London always deliver strong strategic ideas, great chemistry and outstanding creative. We are looking forward to taking the Remington brand into a new area through a unique brand positioning and fresh creative from Addiction London.”

Paul Hamilton, Managing Director of Addiction London said:
“We are delighted to be able to deliver on a brief from Remington which allowed us to demonstrate our Connected Creativity philosophy and apply it across a range of communications channels. We also think the new advertising will challenge people’s perceptions of Remington as a brand.”

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