Additional Information
Content
Holland & Barrett drops Gethin Jones in new 'happiness' focus
Holland & Barrett is planning a £9m brand-building campaign for the New Year as part of its fresh 'In pursuit of health and happiness' positioning.
Holland & Barrett: dropping Gethin Jones from its ads
The campaign, set to break in early 2013, will no longer feature brand ambassador Gethin Jones and aims to reduce its reliance on promotion-focused ads. However, it is understood Jones will continue to be used for 'internal' marketing purposes.
Holland & Barrett has moved its ad account from Big Communications to RKCR/Y&R as part of the change in creative direction.
The campaign is intended to raise awareness of its wider set of product categories, including ethically sourced beauty products. It will also flag up the fact that its staff are trained to National Vocational Qualification stan-dard to of-fer advice on health products.
RKCR/Y&R was appointed by chief marketing officer Lysa Hardy following a pitch. Hardy was hired by Holland & Barrett parent company NBTY Europe in August.
Holland & Barrett previously attempted to shift away from price-led advertising in 2008 through the creation of the Mr Holland and Mr Barrett characters, but ended the campaign 12 months later.
This article was first published on marketingmagazine.co.uk
Additional Information
Latest jobs Jobs web feed
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
- Senior Digital Planner - Superb Integrated London Agency - FMCG Accounts - Up to £70K Fill Recruitment Ltd Up to £70K, London
- Junior Web & Email Designer 26k Digital Gurus £20 - £26 per annum, London
Most read
Most commented
BR Insight
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
Digital Integration: Connecting the Dots (Webcast) External website
Integrated digital marketing offers huge opportunities to engage, servic...
Creativity In PR: Who Has The Next Big Idea? (Expert Reports) External website
The PR industry’s lack of success at the Cannes Lions festival 201...
10 Questions Marketers Frequently Ask About Twitter (Expert Reports) External website
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
The Seven Sins Of Content Marketing - And How To Avoid Them (Expert Reports) External website
It’s fair to say we are truly in the age of content marketing, the...
Tablets: Redefining Consumer Experiences (Webcast) External website
As a nation, the UK is media and technology obsessed with over half of t...
