Online retailer The Very Group has developed its ‘Let’s Make It Sparkle’ Christmas ad into a new brand platform, reviving its pink feathured friends to launch the “Haus of Flamingo” for its 2024 summer campaign.
The brand characters, called Kerry, Terry and Cherry, first featured in last year’s festive ad carrying Very parcels through the sky. As the parcels were delivered, homes erupted into enormous clouds of magical pink glitter.
The company maintains the strategy, developed in collaboration with incumbent agency The Gate, “combines the sentiment of Very’s brand proposition; the energy of the retailer’s fluent devices, its three flamingos, and an aspirational and relatable style to create an irresistible brand world full of pink and originality”.
It added: “Haus of Flamingo encourages customers to free their inner flamingo and empowers them to express their confidence and unique sense of style.”
According to Very’s research, its core customers love fashion and engage with the category to carve out “me time” in their busy schedule; they are searching for a way to feel “current and confident” but find a lot of fashion marketing unrelatable.
As a result, Very is urging them to rediscover their love of fashion “in a playful, stylish, and accessible way”.
The launch campaign for summer features a 30″ film, along with a 20” and 6” cut down versions, plus social first content, in a campaign produced by director duo Hot Icarus of Twice Pictures in collaboration with Very’s in-house creative team.
It will run nationwide across VOD, digital, social media and influencer activity. Media planning and buying has been handled by Dentsu and postproduction by Nomad London.
Very chief marketing officder Jessica Myers, who joined from Metro Bank in 2022, said: “We’re thrilled to introduce our customers to Haus of Flamingo, which invites everyone to immerse themselves in the colourful and varied world of Very fashion.
“The first outing of our new fashion platform marries the attitude of our new flamingo fluent devices with the enticing world of fashion, which we know our customer will love. We want everyone to unleash their inner flamingo.”
The Gate managing director Charlotte Wolfenden added: “Welcome to Haus of Flamingo – the fabulous, flamboyant and unapologetically pink new home of Very fashion.
“The world of fashion can sometimes be an intimidating place, so we wanted to loosen things up, creating a refreshingly accessible new world. It takes style seriously, but not itself – just like Very’s customers.”
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