CLIENT
Bel
Emma Preston, Brand Manager
Celina Leroyer, Senior Brand Manager
Alix Motard, Senior Brand Manager
AGENCY
Marcos Angelides, CSO
Rupert Britton, Head of Creative Strategy, Content
Kevin Van der Ham, Senior Dynamic Solutions Manager
Duff Borer, Managing Partner
Lynne Quinn, Business Director
Joe Wood, Strategy Director
Nike Soderholm, Account Manager
Ben Mitchell, Partnerships Manager
Tracey Locke
Angus Gibson, Director
Sophie Fanshawe, Account Manager
Popcorn PR
Sophie Collier, Account Director
Louise Lloyd, Founder
Kate Harris, Director
SUMMARY
Over the past decade, Boursin had become increasingly hooked on Christmas sales, and yet, year-on-year value and penetration was dropping. To reverse the trend, it was business critical to identify a new entry point that would unlock growth.
We used Boursin’s existing association – indulgence – to extend the brand into summer occasions, and challenge perceptions of when and how it could be enjoyed.
Over 3 years, we employed this single-minded strategy to steer our messaging and define our tactics. By 2020, we had increased summer sales 6x faster than the category, leading to an all-time high penetration of 12.8%.
