Rescue Remedy, which claims to be the world’s number one natural stress and sleep support brand, has awarded its new worldwide creative campaign to global digital agency Tribal Worldwide, following a competitive pitch.
The campaign will span the UK, France, Germany and the US among others and aims to tap into the surge in interest in the wellness sector – and increased demand for stress antidotes and sleep aids – triggered by the Covid pandemic.
With the creative designed to place Rescue Remedy as the most trusted and heritage brand in the market, activity will include out of home, bus-sides, print and video executions on social media.
Referencing the brand’s colour, Tribal created visuals to show the world through “yellow tinted glasses” – a nod to the natural ingredients Rescue Remedy contains to help settle a worried mind, or body, for restful sleep.
Aimed primarily at Millennials and Generation Xers with a young to teenage family, the campaign promotes Rescue Remedy to an audience whose lifestyle is to work hard but who are seeking a healthy balance.
Rescue senior global brand manager Nimesh Kanbi said: “With a clear understanding of our strategic vision and target audience, Tribal challenged us to think outside our comfort zone, to develop a modern and authentic creative approach that we’re confident will resonate with consumers all over the world.
“We continue to support our users in times of emotional demand and help them find the bright side of life, day and night.”
Tribal chief strategy officer Darren Savage added: “From a strategic point of view, we saw that Rescue can help bring a new perspective; that it helps people make a confident choice to combat a stressful day, or difficulty sleeping – allowing consumers to see the world through yellow-tinted glasses.
“The creative brings this idea to life, with a fresh and modern approach for the brand’s communications across its global markets.”
Related stories
Organix owner hires Tribal for global online platform
Tribal retains VW as brand eyes global electric car boost
Agile not fragile: Checking out the new retail landscape
Covid-weary Brits to travel, drink and eat to feel better
Marketers claim to be more thoughtful since pandemic
Forget material world, here come caring, sharing Brits
