Interviews, insight & analysis on digital media & marketing

NDA Agency News: Kitty, Fluoro, Pablo and more

Boutique gym, 1Rebel, have appointed web design and development agency, Kitty, to overhaul their online presence, unify their tech, and enhance customer experience. Following a competitive pitch, 1Rebel, chose Kitty to design and build their new Website and App incorporating 1Rebel’s customer portal for class bookings and account management. Kitty will also provide SEO and Analytics Support throughout the project. Kitty proposed a headless approach for their new web platform. This will enable 1Rebel to manage their website, app, and in gym screens from one unified back end. And in turn, will streamline their internal processes and improve efficiencies. The independent agency will carry out an extensive discovery phase to inform the strategy, followed by a full redesign and development of the website. The site will be restructured to future-proof against the strategic objectives of 1Rebel, and result in a much-improved customer experience, as well as a more scalable and easier to manage website.

Activewear powerhouse Sweaty Betty has revealed a rebrand that upends the toxic narratives overshadowing women’s exercise to spread a more realistic, healthy and inclusive message. Rolling out gradually via brand campaigns and creative content across all marketing channels, the new identity rallies around a bold new premise: Don’t sweat it. Faced with the challenge of redefining Sweaty Betty’s 25-year-old core mission of empowerment to reflect modern times, Fluoro set out to speak to women’s evolving relationship with exercise, as they increasingly prioritise health, wellness and capability over conforming to body ideals. Research by the creative agency1 – whose other clients include Adidas, Ivy Park and R.A.D. – exposed problematic messaging norms that either capitalise on women’s insecurities, or undermine the empowerment goals they claim to promote. Within the sports industry, advertising was found to be dominated by a “push harder” rhetoric that dresses up bullying language and a focus on physical appearance as motivation. Meanwhile, the lifestyle sector co-opts messages of empowerment and feminism, claiming to embrace all body sizes and shapes whilst advertising activewear designed to lift, shape and disguise “problem areas”. In response, Fluoro collaborated closely with Sweaty Betty to create a refreshed brand identity and full set of brand guidelines that will shape Sweaty Betty’s positioning, narrative and advertising going forwards. The logotype created last year by F37 was retained but new rules on scale and positioning enhances consistency and brand recognition. The original brand mark is reinvigorated with new 3D applications allowing creative flexibility for campaigns and promotions. Other design decisions include bringing back the original iconic Sweaty Betty orange alongside a fresh new primary colour palette and secondary palette of vibrant pastel tones – designed to evoke Sweaty Betty’s unmistakable heritage whilst adding boldness and variety. A new brand typeface also features, bringing a contemporary and conversational feel, using a structured and precise grid system to elevate the craft and finish. This is being brought to life in a series of ad campaigns featuring an inspirational, diverse cast selected for their attitude, energy and stories. Intended to create a watershed moment for Sweaty Betty and the activewear sector, it debuts the brand’s new mission – “to embrace our bodies and what we can do with them” – and new ethos – “Don’t sweat it”.

Flora has launched the latest iteration of its Skip The Cow brand campaign in partnership with creative agency, Pablo. Going live across 12 markets, the campaign is the next instalment for the plant-butter brand’s communications, initially launched in the UK in 2023. With a hero TV advert, supported by large-scale OOH & digital plans in all countries, Skip The Cow prompts consumers to think a little differently about the perceived normality of dairy. Showcasing a product that’s just as rich & creamy as “udder butter”, the hero TV spot, titled “Bit Weird”, does just that. For the Skip The Cow commercial, Flora built a fully functional animatronic cow (they couldn’t exactly use a real one) lovingly named Susan. The cow was created to answer one simple question; “Is it a bit weird we spent all those years pumping the plants through a cow?”. The campaign launched across OOH & social in 2023, utilising a combination of high-impact OOH, special-builds & contextual communications located in commuter hubs for maximum impact. For the launch of the Skip The Cow campaign, Pablo London developed a stripped-back distinctive visual world. Whilst other butter brands might focus on food-porn & recipe shots, for Flora, the product packaging is front & centre, allowing space for the brand’s key messaging to be communicated through witty, punchy headlines. It also allows for one global creative platform, with the products & headlines updated to ensure relevance across markets.

Leeds digital agency Perfect Storm has delivered a new website for natural oil expert O&3, having been awarded a significant digital brief from the company. O&3 provides oils to some of the biggest brands in industries including pharmaceuticals, FMCG, cosmetics and animal care. Winning a competitive pitch against two other Leeds agencies, Perfect Storm was tasked with creating a new website for the brand, which has just gone live at O&3 was recently acquired into the IMCD group, with Perfect Storm assisting the company in its aim to achieve domination in the sector across the world, through enhancing its digital-first marketing strategy.

Wavemaker UK has collaborated with ITV to secure an agreement for William Hill to become the sponsor of the much-anticipated upcoming series of Celebrity Big Brother and Celebrity Big Brother: Late & Live which is produced by Initial (part of Banijay UK). The sponsorship will include a series of idents around the full-length programme as it is broadcast on ITV1 and via ITVX. The launch will also be amplified across social media, with Wavemaker UK working closely with WPP’s data-driven influencer agency, Goat. As well as brokering the partnership, Wavemaker UK was additionally responsible for creative consultation. The idents, and wider sponsorship, form part of a new category positioning for William Hill’s Vegas brand, which is centred around casino entertainment for people across the UK by demonstrating it as a fun opportunity running in parallel with the nation’s favourite reality TV. Wavemaker UK has secured several sponsorship deals with ITV for William Hill, including The John Bishop Show, The Jonathan Ross Show and I’m a Celebrity… South Africa.

Wavemaker UK has also collaborated with Church & Dwight to create a distinctive, highly memorable and unmistakably Orajel TV campaign – ‘Puzzle’. The central concept derives from the particular and all-consuming pain of toothache, where getting fast relief can feel like a seemingly impossible task. Unlike other over-the-counter competitors, “Orajel starts working in less than two minutes”. To convey this message and wider selling-point, the creative features two intriguing tooth-puzzles that resolve, with the help of Orajel, against the clock. The first of the two TVC ads, developed with 3D design Clim Studio, and voiced by English actor and filmmaker, David Morrisey, will go live on the 4th March. The campaign, which aims to encourage customers to actively seek out Orajel as a specific solution over generic pain relief products, will form part of a longer-term creative positioning for the brand. The concept will also be drawn on for multiple touchpoints following the first bursts of TV ads and across the next two years. Orajel’s ‘Puzzle’ has already demonstrated it resonates with consumers, having undergone Zappi testing last year. It was the result of this testing that led to Wavemaker UK being awarded the project following a competitive pitch. In addition to the creative, Wavemaker UK is responsible for handling the media planning and strategy.