Simple – Keeping it Simple
Emily James - RKCR/Y&R, Claire Esling - Simple, Lindsay Weedon - PHD
INTRODUCTION
For nearly half a century Simple has defined itself by what it is not – no colour, no perfume, no harsh chemicals. But as the rest of the beauty category has become more dependent on exaggerated claims based on an assortment of 'magic' ingredients, Simple's reductive positioning was starting to inhibit future growth.
Our communications challenge was to find a way to augment the fundamental positioning of Simple by adding a new and positive dimension to the brand, without alienating...