Matey Bubble Bath: Popping the representation bubble

Matey, the UK bubble-bath brand, addressed a lack of diversity on its packaging with new product designs and a social-led campaign, driving sales and winning new customers.

Matey is one of UK's best-loved bubble-bath brands. Despite having enjoyed refreshes throughout its 64-year history the brand and product portfolio consistently remained Caucasian. OLIVER and U-Studio approached the client with the problem, and the creative idea to modernise Matey while dismantling harmful racial stereotypes.


Interviews with parents from White and minority ethnicities, and analysis of studies performed by organisations such as Sport England, British Swimming and the UK Government Census revealed an insight. While Matey has always enabled and celebrated fun in water, access to water-based fun is not equitably distributed among UK children.

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