Astonish
Clearing things up with TOWIE
Engaging a younger audience with an unlikely partnership
The Challenge
The brief was to create a link between the infamous TOWIE and Astonish as part of a sponsorship deal spanning two series on ITV. We need a suite of idents which would keep the brand top of mind whilst building a bridge to the show’s content.
Towie’s target audience was a great fit, but the link with cleaning products wasn’t immediately obvious. The good thing is this gave us a greater opportunity to be genuinely creative. We needed to build a bridge between household cleaning and all the glamour, glitz, emotional twists and turns of the Essex star lifestyle.
Our Approach
The lack of an obvious product-programme link was a gift, sparking a creative challenge that led to a more interesting, irreverent territory for the suite of 24 idents that ran across two series of TOWIE.
We tapped into TOWIE’s 30 seasons worth of dating drama to create riveting scenarios where, true to the series, characters are ‘Clearing things up’ or trying to make a ‘Clean start’
Using barbie-like characters gave us the freedom to be a bit silly, push the boundaries and, to the delight of the client, feature huge oversized packs. The audience at first glance know to strap in, this is going to be fun!
Results
day turnaround from brief to delivery
brand growth in 6 years
Kantar UK FMCG brand rankings