The brand has significant awareness as a performance brand through its association with top level athletes such as Olympians. However, in its ninetieth year, it wanted to engage a wider swimming audience.
Creative agency Channelzero has launched its global campaign for swimwear label Speedo, ‘Water baby forever’, which celebrates the swimwear brand's ninetieth birthday.
In its ninetieth year, the brand wanted to engage a wider swimming audience through the celebration of the its own heritage.
The core objectives were to alter ‘brand perceptions’ and its associations in order to see an increase in product sales from the previous year.
The campaign features seven individual stories, about people of all ages and diverse backgrounds.
The stories create a sense of nostalgia that is ‘real and honest’ and that resonates with Speedo’s own brand values.
“At the heart of the concept is people’s deep emotional connection with the water all around the world. ‘Water baby forever’ focuses on the soul of the brand and resonates in multiple markets, and not just for performance athletes. We tell incredible stories from real characters in multiple languages," Channelzero ECD Franky Callanan says.
Channelzero won the Speedo contract, in a competitive pitch in January 2018, to provide all creative and content across key communication channels for all markets, with a focus on the UK, China, France, Germany, Spain, USA and Australia.
“It was imperative that the message worked for all water lovers of any age, any nationality, any gender and any level of swimming capability. We can’t wait to see this campaign get activated across the globe," Speedo assistant brand manager Cara Priestley says.
