Client: Gold Collagen

Task: build brand awareness to support in store sales at key retail partners

Campaign context: Gold Collagen competes in the anti-ageing skin category, one of the most brutal arenas for brands in the advertising market with premium brands spending fortunes, all making similar claims in a highly regulated category.

Challenge: Compete against long established brands with deeper pockets and dominant marketing positions to grow market share.

Solution: implement a mix of traditional and contemporary media channels to challenge market status quo and enhance the “beauty from within” point of difference.