Silvikrin Developing a brand
SINCE TRICYCLE BEGAN WORKING WITH SILVIKRIN CLASSIC IT’S THE ONLY P&G HAIR BRAND TO INCREASE SALES BY AT LEAST 10% EVERY YEAR.
Our task was to increase awareness of two products – as well as promote their ability to produce great-looking hair – while keeping key brand values at the forefront of any creative output.
This would mean keeping a ‘British tone’ throughout the creative while still highlighting the “2-in-1” benefit of each product. We also needed to meaningfully differentiate between the two brands through strong visualisation.
THE “CLASSIC” CHALLENGE
For Classic we used sponsorship and partnered with afternoon drama on channel 5 as a tool to enhance brand awareness.
We linked afternoon TV drama with the Silvikrin confidence of being able to deal with life’s little drama’s when you have great looking hair. This ran alongside a print campaign which was able to highlight the dual benefit of each of the classic range and boost the awareness of Silvikrin’s 90 year celebration. We created brand recognition by developing a visual mnemonic “Silvikrin hair check” and embraced the Silvikrin green colour palette.
THE “PREMIUM” SOLUTION
For the introduction of Silvikrin’s Premium product we developed a print campaign that could easily be differentiated from the Classic range while still maintaining the brand’s visual identity.
We partnered the heat protection duel benefit of the product with the impeccable style of Darcey Bussel, enlisting her as brand ambassador and utilising her high-profile role as a judge in the popular Strictly Come Dancing TV show.