live juicy

Our brief was to create a new brand platform for haircare brand Aussie, who felt they were somewhat stuck in the past and left behind in the era of social media.

With the brand gradually shifting their media from traditional to social, from an older to a younger audience, it needed to be a brand platform that would speak the language of, and appeal to, a Gen-Z audience.

 The brand wanted to retain its USP of uniquely moisturising Aussie ingredients, while doing away with the worst cliches around their brand personality like ‘The Aussie surfer girl’

The new brand platform needed to be more inclusive and feel more authentically belonging in a more open setting. Be it urban, sporty, creative or whatever else. It was time for the brand to fit the audience, not the other way around.

To capture the duality between hair benefit (moisture) and lifestyle benefit (easy going, on the go application, down to earth fun) we decided on creating a new world and language for Aussie. A world that wasn’t necessarily set on a Sydney beach holding on to a surfboard. This world would be less of a physical place and instead capture an Aussie attitude and a thirst for life and fun (after all, it’s a product for thirsty hair) – In our new social-first language this was summarised in just 2 inspiring words. The brand platform ‘LIVE JUICY’ – Because when your hair feels great, you feel great, life feels great.

LIVE JUICY was then brought to life as the brand tagline and its philosophy reflected in the TOV of everything from OOH to Insta posts to the copy on the packs. Fun, cheeky, witty and most importantly, speaking the language of Gen Z beauty.

Further to that, my headline ‘CURLS JUST WANNA HAVE FUN’ was developed into an entire campaign and anthem, to promote their range for curly hair. All sitting beautifully under the ‘LIVE JUICY’ attitude to life.

Brand campaign /OOH/ Social / In-store
Role: FTC Senior Copywriter.
Agency: PGOne Saatchi & Saatchi, London