CLIENT: Slendertone
CAMPAIGN: Giving Slendertone A Beauty Makeover
SERVICES: DESIGN | PR
SASS’ brief was to move muscle toning world leaders, Slendertone, out of the
health and fitness arena and in to the territory of beauty, launching new arms and bums toning products and creating noise around key calendar dates.  All activity needed to address negative brand perceptions and affirm the brand’s number one position in the market.

Our strategy was two-tier, combining a Press Office function with initiatives to position the brand as creating modern and innovative products for time-poor women in the context of 21st Century Vanity.

The campaign focused on men’s and women’s magazines, national newspapers and TV chat shows and encompassed everything from big knicker mailers, to body beautiful models working the floor of Selfridge’s Oxford Road store, to advertorials, journalist desk drops and email sponsorships.  

Over the nine months the campaign was live, SASS generated nearly £500,000 of coverage across the likes of Vogue, Red, Daily Express and LK Today, giving a return of investment of over £7 of coverage for every £1 spent.