Diversity in advertising

Something that always raises a smile here at Humankind is actionable insight - seeing recommendations we’ve made come to life in the real world. And the icing on the cake is if the result helps fly the flag for greater diversity too. Case in point: The&Partnership’s new campaign for E45 – This is Me45.

Karo Pharma acquired skin health brand E45 in 2002 and began work to refresh the brand, which has been around for over 70 years. Karo’s creative partner The&Partnership developed potential creative territories and we ran consumer research to explore the territories and recommend the best way forwards.

Tapping into the idea of being comfortable in your skin, the resulting brand platform ‘This is Me45’ manages to be at once both universal and individual.

https://youtu.be/PpAzC4-9oDs

 We came up with clear success principles for developing future brand assets, relating to people, tone of voice, humour and visuals – and diversity and inclusiveness were key features of our recommendations.  See more on our research in this area here.

And the best bit? The ad that The&Partnership went on to develop was so good it won Channel 4’s Diversity in Advertising Award, for its authentic portrayal of LGBTQIA+ communities.

We’re pleased as punch to see not only the campaign come to fruition, but for it to bag an award that’s close to our hearts too – well done The&Partnership and E45!

More info here: https://www.marketing-beat.co.uk/2023/10/18/e45-channel-4-diversity-winner/