Brazen took on the brief as part of a competitive pitch that also included incumbent Staniforth and two other undisclosed agencies. It covers the full Original Source range, which includes hand wash, shower, bath, hair care, deodorant and male grooming products.
The agency will now be charged with delivering a multi-layered PR campaign to promote the brand message that the range is ‘Packed with Natural Stuff’, as well as helping the brand gain credibility in the hugely competitive beauty arena.
Brazen will now partner with PushON, PZ Cussons’ online marketing partner, to develop a series of social media campaigns to boost brand awareness online and improve search engine optimisation (SEO) for the new branded website, www.originalsource.co.uk.
Nigel Wolstenholme, Original Source senior brand manager, said: 'Original Source is a unique, intense, straight-talking brand, and we wanted a PR partner that could capture this spirit as well as significantly boost sales. We think Brazen has the experience and creativity to help us do just that.'
The Brazen team will also ramp up the profile of the Original Source Mountain Mayhem event, the 24-hour mountain bike race, now in its third year and set to take place at Eastnor Castle in June 2011. It will also set out to maximise Original Source’s brand partnerships with outdoor clothing retailer Ellis Brigham, Neilson Adventure Holidays and UK Athletics, the sports governing body.
Brazen founder Nina Webb said: 'Original Source is a cult brand already well established in the outdoor arena, and has a loyal, almost tribal, fan base. Our job is to unlock its potential even further and involve other like-minded consumers in the brand and its lifestyle.'