PR and social media agency Smoking Gun has secured a deal with international consumer goods giant PZ Cussons for an Original Source brand project following a three-way competitive pitch.
The fully integrated PR and social media campaign includes supercharging social media content, mega influencer activation and a stunt.
The campaign will run alongside wider marcomms work including an above the line ad campaign called Nature Hits Different, all aimed at clearer brand differentiation and emphasising the power of Nature Hits Different delivered by the 100% natural fragrance in every bottle of the shower gel.
This appointment comes after a year that included record revenue and multiple award successes for the Manchester-based agency as well as significant client wins including Best Western Hotels, Phillips and American Golf.
Alice Plimmer, Original Source brand manager, said: “Smoking Gun delivered an exceptional pitch. As well as clearly demonstrating their unique skills and approach, they clearly understood the Original Source brand and developed ideas that gave us that butterfly feeling in our stomachs!”
Rick Guttridge, Smoking Gun’s CEO, said: “Winning the Original Source brief demonstrates yet again how effectively we blend strategic prowess with top notch creativity and demonstrable results. Our track record in delivering integrated PR and social media campaigns for major brands to transform how customers view, engage, and advocate for them, stands in comparison with the best.
“We thrive on partnering with businesses willing to take calculated risks. PZ Cussons aims to fundamentally shift consumer perceptions and we’ve a clear campaign aimed at helping them achieve this vision.”
Original Source is a vegan-friendly, certified by the Vegan Society since 2003, cruelty-free product and the UK’s number one shower gel brand. It is also a member of PETA’s Beauty without Bunnies Program.
Smoking Gun is “the agency for ballsy brands with brains,” working with major organisations including Philips, Alton Towers Resort, American Golf, Brother and Best Western Hotels to drive publicity, change perception and persuade audiences to act.
Its 3i process comprises Inspired insights, Ingenious ideas and Intelligent Measurement, a methodology which has seen it win 100 peer judged industry awards including Prolific North’s Agency of the Year and eight global effectiveness gongs.
