On the hunt for the freshness kick

Care since 2019 by:

  • REICHLUNDPARTNER advertising agency
  • REICHLUNDPARTNER Media

Distribution area of the campaign: Austria

Initial situation

Diana with menthol – That feels good.

Diana is a traditional brand, which symbolizes closeness to nature and vitality. Diana positions itself as an old home remedy that gives one relief from heavy legs or fatigue, for example. The advertising presence is rather plain and the market focus is on Austria.

Strategy

Gentle relaunch of brand presence

To mark the product launch of the new shower foam, a gentle relaunch of the brand identity is to take place. The basic style is to be retained, but made a little more modern and younger – a little “refresh” to match the refreshing shower foam.

Implementation

On the hunt for the freshness kick

For the launch of the new Diana shower foam with menthol, a radio spot was created that expresses the freshness in such a way that you can literally feel it. Online banners were also designed under the motto “On the hunt for the freshness kick”.