Brief: After a few years off the market, Pond’s was being re-launched back to the UK market, its old fashioned image needing to be contemporised.
Method: A member of the team recruited celebrity make-up artist Maggie Hunt as spokesperson to add a modern look and feel for the brand to convey that Pond’s has worked for women for years and is even more effective and achieves outstanding results that equal expensive brands.
Results: The widespread coverage resulted in Pond’s NPD listing in Boots.
Endorsement: “I have to say I have never seen results like this before from PR!” Pond’s Brand Manager. Pond’s Cold Cream Cleanser weekly sales in Boots increased +350% vs. the year before as a result of the PR coverage in Mail On Sunday’s YOU magazine. 8 out of 10 stockists reported a sale, which is a +64% increase week on week. This demonstrates that people really went out of their way to track down Pond’s Cold Cream Cleanser and most probably for the first time.
