The brand is taking consumers back to the 90's as it moves towards more emotional advertising.
Elastoplast has shifted its focus from sports partnerships in its latest campaign, instead opting to speak to Australian consumers with an emotional point of difference.
Created by Richards Rose, the brand created a series of ‘Get Up Again’ moments scored to a rendition of the famous Chumbawamba ‘Tubthumping (I Get Knocked Down)’ song.
“This is the beginning of a new chapter for Elastoplast. We sought to inspire Aussies to give it their all and encourage resilience, by being there to help them bounce back from injury. From kids in the playground to the athlete on the field,” Beiersdorf Health Care GM marketing Karlea Snowden-Harris says.
“All too often wound plasters relate to our faults and vulnerabilities. With this campaign we leverage Elastoplast’s unique strength in sport and superior quality to become a symbol of people’s resilience and ability to bounce back," Richards Rose CEO Digby Richards added.
The ‘Get Up Again’ campaign launches as a 30-second brand spot on TV and a series of 15-second spots on digital, as well as point-of-sale in grocery and pharmacy. The idea will further extend across upcoming brand activations and partnerships.
