SASS HELPS SLENDERTONE FIND NEW BODY OF THE BRAND

Brand communications agency, SASS is to implement a six month campaign to help Slendertone find a ‘real woman’ to become the body of the brand’s through the line promotional materials.  

The brand, which is set to launch a new advertising creative in the coming weeks, has extended the agency’s PR remit to include the launch of an ‘Add Tone Challenge’ campaign - aimed at getting UK women to add a little tone before daring to bare on the beach this summer.

The campaign will  find 10 UK women to undertake a Slendertone healthy living plan for six weeks, with one  woman selected to become the body of the brand.  To bring the search to life, SASS has brokered a partnership between Slendertone and monthly glossy magazine Marie Claire.

The media partnership will see the Slendertone campaign promoted in Marie Claire’s online and printed offerings via a series of DPS advertorials, e-newsletter inclusions, use of the Marie Claire name on the promotional materials and literature, as well as online editorial and advertorial content - including a six week blog from a Marie Claire beauty editor charting her experience of undertaking the challenge.  A representative from the publication will also sit on the final judging panel.

SASS Head of PR Services, Lyndsey Evans commented: “We’ve been working with Slendertone for over 12 months now and have delivered great exposure for them across the consumer media spectrum. We’re really keen to build on this with the ‘Add Tone Challenge’ and have combined our PR. Media Buying and Event expertiese  with our well-honed understanding of the brand to create a really exciting campaign.

“The partnership with Marie Claire will create real impact as the title has both a demographic and psychographic fit with the brand and we are confident that this campaign will deliver a substantial return on investment for the brand, meeting awareness, positioning, sales and data capture KPIs.

“And, because here at SASS we like to put our money where our mouth is - our moto is ‘Love what you Do’ - our PR team is well and truly on with testing the ‘Add Tone Challenge’. By the summer, I’m sure we will all be daring to bare around the Haybarn!”


As well as negotiating the deal, SASS will be implementing the ‘Add Tone Challenge’ campaign,  promoting the joint search further via on the street experiential activity in five major UK cities.  The agency is also currently in talks with leading UK hotel and bar chains to bring them on board as third party partners, hosting audition events in return for exposure throughout all activities.

To complement the regional activities, SASS will also be implementing both regional and national media relations work to spread the ‘Add Tone’ word.

Barbara-Anne Richardson, Slendertone Marketing Manager comments: “As we embark on a new creative strategy it is vital that PR helps to bring this to life through media relations and consumer activity. We are very pleased that this has been achieved with Sass’s hard work negotiating and now implementing the ‘Add Tone’ Challenge.

The ‘Add Tone Challenge’ campaign will be implemented by SASS PR Account Director Rebecca Ferguson and Vicy West.  SASS has five key centres of excellence offering a multi-discipline, brand team approach to channel-neutral thinking with specialists in Advertising, Digital, PR, Media, Design and Direct

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