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TV

Radox: Life’s Better with Bubbles

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Following a record-breaking year of 22% growth in 2020, Radox is investing a substantial £6m into its new 'Life’s Better with Bubbles' campaign as part of its brand revamp. Marking its highest TV investment in eight years, the Radox campaign, also running across Radio, OOH and social, is set to bring bubbles to the masses as it’s estimated to reach 86% of the population, while running between January and April. Staying true to its heritage of being a brand that serves busy, hardworking people, the 'Life's Better with Bubbles' creative reminds viewers that Radox is first and foremost a bathing brand and can help people unwind just like it did back in 1908. Perfectly timed, the campaign demonstrates the brand’s commitment to raising awareness of the importance of self-care, and reinstating bathing as a key ritual in daily wellbeing schedules. Inspired by nature and travel documentaries, the new advert leads viewers in to believing that they are deep in a warm mineral lagoon, before revealing that this can all be experienced in the comfort of your own bathroom. Starring the brand’s best-selling bath soak, Radox Muscle Soak, viewers witness its unique blend of 13 herbs and four minerals mixing with hot water to transport the bather into a different world. Rising up from the bubbles and steam, back to reality, the bather is left feeling revived and recharged claiming “I feel like a new woman!”. In addition to the media campaign, the entire range of almost 80 products are undergoing a full redesign and logo update. The new designs celebrate the brand’s 112 years of blending minerals and herbs whilst modernising and boosting appeal. Research undertaken by the brand suggest that the new look improves purchase intent by +18% versus the previous designs. All products now fall within three “benefit pillars”: Refresh (blends of minerals, herbs and fruit), Relax (blends of minerals, herbs and flowers) and Recover (blends of minerals and herbs). Radox is undergoing a complete brand reimagining at a time when self-care is so important, with many finding sanctuary in running a long, hot bath to escape from the overwhelming pressures and stresses that modern life and most recently lockdown has brought. In fact, 73% of us agreed that taking a bath is good for mental wellbeing.
Other credits

Strategic Packaging & Design Agency: JDO

Strategic Insight Specialist: Julie Davey Research Ltd.

Media Agency: Mindshare

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