Skins - Skinning the competition

This paper discusses a campaign for Skins, an athletic brand designed to improve blood circulation and reduce build-up of lactic acid (which makes muscles ache after exercise).

Skins – Skinning the competition


The Furnace

Amy Cadwallader    Group Account DirectorTony Singleton         Head of Strategy Planning



Alister McColl          Marketing Director


  1. Increase year-on-year sales by 100% by broadening the acceptance of Skins™

  2. Provide a leverage to increase distribution and get stock buy-in

  3. 'Own' the Athletic Undergarments category by 2006

  4. Make the Skins™ brand famous!


The thinking delivered an outstanding campaign, winning numerous awards for its creativity.

But much more than that, it delivered a headline ROI figure of 694%, and $2.29 worth of additional gross margin in incremental sales for every dollar spent...

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