New TBWA\Manchester campaign for Original Source
Original Source, the personal wash brand owned by PZ Cussons is set to launch a new campaign created by TBWA\Manchester.
Two 10” TV ads have been created for the campaign which looks to highlight the brand’s appeal to sports enthusiasts featuring both biking and canoeing in each.
The campaign will break on 3 August highlighting two products from the range - orange oil and ginger bodywash and mint and tea-tree shave gel.
Nigel Wolstenholme, senior brand manager at Original Source, commented: “Original source is best known for being ‘packed with natural stuff’. The campaign highlights this whilst showing just how effective the new men’s range can be, even for the extreme adventurer.”
Fergus McCallum, CEO at TBWA\Manchester added: “The Original Source brand has been built up like no other in its category and the work shows how committed the teams are to continuously innovating the brand’s communications.”
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I thought that account went to Driven. Or maybe it was the one that didn't.
Nothing wrong with the execution of the ads but the strategy is a stinker.
The link between energy drinks and extreme sports I totally get.
Deodorant and extreme sports I kind of get.
Bodywash and extreme sports I really don't.
Wouldn't you be better convincing the 29.2 million men who do nothing more than scratch their balls on the sofa in front of the TV that this is the shower gel for them? Rather than potentially only convincing the 800,000 semi-pro sportspeople out there?
The last TV campaign, with blokes standing in a field in heavy rain, did far more to highlight the invigorating properties of the natural ingredients. And to a mass audience.
Ouch. If you're going to be this cutting, at least have the balls to leave your name perhaps? Strategically it's about understanding where the audience behaviour and brand behaviour crossover - and creating comms that unite both. We'll never convince lazy couch potatoes that this intense experience product is the brand for them - that would be a waste of money.
And if that all sounds too complicated, how about do exercise = needs to wash (as a pre-cursor to applying deo for most).
Was it really that cutting? seeing as I actually complimented you on your previous campaign?
Couch potatoes wash every day. And there are a s**tload more of them than there are blokes tearing down steep hills on mountain bikes.
And for the record, I'm a couch potato. And I buy lime Original Source shower gel. Have done ever since your last ads told me, in a very compelling way, that it contains real limes.
I agree the first campaign did a good job of telling people the ingredients. But seeing as they are written in massive type on the front of the bottle and that story has been told, I wouldn't have thought that was a strategy worth going down again.
Whatever you think of the execution of these ads, and I'm not that fond of it, the strategy does stack up. Since when has advertising been purely about reflecting people's lives in every boring detail.
Also mountain biking is actually huge. The stats are out there. Any agency worth its salt does their homework. Just look at how well bike shops like the Evans chain is doing. It's obviously good business. Even a couch potato can see that. This strategy is clearly aimed at the male population who actually get out and work up sweat at the weekend not semi pro mountain bikers
If you're a lazy ba*tard then guess what? Maybe the brand doesn't want to be associated with you. As much as that stinks.
It's got mountain biking in it. I'm sold.
as 10' ads in the middle of a break, these are going to stand out like the dog's proverbials. they're fresh and noticable and they get the product benefits over.
good stuff.
"I wouldn't have thought that was a strategy worth going down again... If you're a lazy ba*tard then guess what? Maybe the brand doesn't want to be associated with you."
While I respect your argument, I have two points here. First, why discard a strategy that worked first time round (since commenting I've done a bit of research and the original campaign won an IPA Effectiveness Award, so well done for that, Leigh and team). Surely the better option is to simply communicate the same strategy in a different yet equally strong way?
Second, I imagine that if Original Source could shift another few million bottles a year it wouldn't really care who was buying them.
My point is simply that I feel focusing on the product's ingredients rather than the lifestyle of who'll be using it was the key to the previous campaign's success.
If they would have done the same thing again they would have been slagged off for not moving the brand forward. I like the ads, they have stand out and even though I am a couch potato they make me want to get off the sofa and do something about it. And then shower! If you havnt tried the mint shower gel on your balls, trust me your in for a good time!!
I think, Anon 13:24, you're getting confused about the difference between a strategy and a concept.
But thanks to your glowing testimonial, I'm just off to the bathroom with a bottle of mint shower gel, a bottle of wine and a few candles for some serious 'me time'.
Couch potato bloke who clearly thinks he's right no matter what the evidence or research the agency has clearly done...you just don't seem to be able to grasp something called targeting and you also seem to think that being as generic as possible and following a strategy that is a category norm and is as old as the hills the bloke is biking down is a good thing. Sounds like you're living in the 80's.
Also the person who's commented and said they are off with a few candles and bottle of wine. Sounds blissful. You're female right? But I think if you look closely at the ads and the product you'll find this is range specifically aimed at MEN. Hence the strategy everyone is banging on about.
No need to get angry, 08:49!
Couch potato bloke here. I have a good enough grasp of targeting to see that the targeting here is totally different to the last campaign, which clearly worked.
The agency hasn't rationalised the switch in strategy either in the article or in posts countering my argument. If they do have proof that everyone out there knows all about the natural ingredients or they have a cast-iron insight that mountain bikers and white water canoeists are a dead cert to increase sales to the masses, fair enough - but why not just say that in the first place?
All we've been told is that the brand appeals to sports enthusiasts. But it also appeals to couch potatoes, women (who 08:49 seems to find particularly irksome) an so on. Again, if this is the first of several tactical campaigns and not the new main brand campaign, fair enough.
Just tell us, TBWA, so we can all go home - and so I can prove that I'm capable of shutting up if someone proves me wrong.
I’m not convinced that selling sporting goods using athletes and selling shower gel using athletes is the same thing. I don’t have to aspire to be someone I’m not to want to buy Original Source, I just have to know that it’s superior shower gel. The ingredients story still exists in the new campaign but it’s not nearly as clear.
I’m in total agreement about the main issue though – we’ll just have to wait and see if this campaign is as successful as it predecessor.
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