This Autumn sees proud B-Corp Absolute Collagen, the UK’s No.1 expert backed collagen supplement taking to the airwaves (TV, digital and out-of-home), featuring long-time ambassador, Strictly’s Emma Willis amongst a host of powerful, real women, challenging tired conventions around ageing with its boldest, most thought-provoking campaign yet around the theme of Absolute Attitude.
At the very heart of the campaign created by boutique London advertising agency Dog, Cat & Mouse around the compelling truth that ageing isn’t something women should apologise for OR hide from. It’s about investing in yourself, showing up and Ageing Powerfully.
For a while now collagen supplements have been one of the most persuasive and irresistible forces for breaking down the boundaries that have traditionally existed between food, supplements and nutrition, the ultimate ‘inside out’ daily supplement that helps explains why:
- Waitrose (Sept 26) recently launched supplement bays to bring collagen, creatine, protein and improved gut health into the weekly shop.
- Ocado (Aug 26) reported that searches for collagen products have grown by an enviable 38% year-on-year.
At the heart of this confident and sassy campaign (see link) is a 30” TVC that crackles into a montage of messages heaped on women before cutting to modern women doing it their way, on their own terms.
“We’ve built Absolute Collagen on real results but there’s something much bigger at play. Women shouldn’t feel they need permission to keep being ambitious, funny, sexy or simply putting themselves first as they get older. Absolute Attitude is about putting this out there, loudly.”
Rhea Fox, Chief Marketing Officer. Absolute Collagen
“We know women are fed up with being told what to wear, how to behave and even what hair cut they should have at a particular age. It is a breath of fresh air for a brand to show up with a rallying cry of ‘you do it your way’, summed up in ‘Absolute Attitude.”
Steve Stokes Planning Director. Dog, Cat & Mouse
This ambitious campaign highlights how the goalposts have moved in recent times from anti-ageing to ageing powerfully, recognising above all else that it’s on the inside that counts and the inextricable ties between what one eats and one’s appearance
Source: Dog, Cat & Mouse
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