Soft and Gentle: Strength through Kindness Campaign

Our challenge was to increase penetration in a  crowded market. In a catagory driven by efficacy the S&G brand needed a strong proposition.

Our approach aimed to inspire customers, demonstrating that even in an increasingly unkind and competitive world, choosing kindness always wins.

We defined a year one communications plan to launch a new brand platform ‘Strength through kindness’ to drive brand reappraisal and provide a launch pad for new NPD.

Finn Agency delivered integrated FMCG marketing services for Soft and Gentle, including:

• Brand strategy and platform development (Strength through Kindness)

• Campaign concept development

• Creative toolkit and emotional positioning

• Year one communications planning

Explore our full range of FMCG marketing services to see how we help household brands win distribution and drive demand.