E45 relaunches with fresh brand platform from The&Partnership

The move to create the 'This is ME45' campaign comes after Karo Healthcare acquired E45 from Reckitt last year

By CREATIVE SALON

13 October 2023

Karo Healthcare has launched a million pound campaign to relaunch E45, one of the UK's most trusted and iconic brands. The move comes after Karo Healthcare acquired E45 from Reckitt last year.

The campaign, which was conceived by The&Partnership and mSix group, aims to drive reappraisal of the brand in an increasingly competitive category.

The new brand platform ‘This is ME45' has been launched with the aim of helping people feel comfortable in their skin, both physically and emotionally. The campaign, which is brought to life by rising Director talent, Tajana Tokyo of Somesuch, features street cast people with real skin conditions.

The campaign showcases a picture of modern Britain set alongside a catchy track. It features relatable situations such as a postie in shorts protecting her dry winter knees, school girls dancing in the bathroom, a cyclist commuting home, a father and son post-swim, a woman working from home while moisturising her legs, and a student tackling the inevitable washing up. The aim of the campaign is to promote a sense of confidence and self-assurance for people with dry skin conditions.

The hero film is supported by a series of 10-second product focused addressable social films which mSix have tailored audience segments so that the E45 range is brought to life, from parents looking to relieve childhood eczema to everyday dry-skin sufferers that want a soothing moisturiser. In organic social, there will also be behind the scenes footage of the cast talking about their relationship with their skin.

“The opportunity to create a fresh new platform for a brand as iconic as E45 is really exciting,” said Toby Allen, executive creative director of The&Partnership. “‘This is ME45’ captures the proud and unapologetic confidence of people feeling comfortable in their skin, physically and emotionally. Our Director, Tajana Tokyo from Somesuch, street-cast real people with their own skin stories, in a spot that brims with confidence.”

Sally Perry, Global Skin Health Category Director at Karo added: “This campaign marks the start of a whole new chapter for E45. We’re refreshing the brand’s visual identity and tone of voice, we’ve overhauled the brand strategy to create a more emotive, confident platform for communications, and we’ve been developing an exciting pipeline of new product innovations – the latest of which will land on shelves next year. ‘THIS IS ME45’ is the perfect creative vehicle to deliver all of our ambitions for the brand over the next five years, and beyond.”

The campaign plays out across TV, OLV and social and is live from 13 October.