2023 Bronze FMCG
11 Dec 2023
Agency: Red Brick Road and BBJ&K
Client: Rock Face
Entry Title: Hacking growth for Rock Face
Executive Summary
Male grooming brand Rock Face was reborn after 12 years of plateauing sales with a reformulated product, new packaging, new distribution channels and a new communications strategy.
Strategy
The objectives were daunting: building immediate market share and demonstrating demand to retailers to gain more listings.
Driven by a simple insight—that men love a life hack - the creative idea, ‘Rock Face The Day’, captured the promise of instant preparedness; of getting on with life, while feeling and looking great.
The innovative, data-fuelled approach to media strategy fuelled sales. It used Skyrise: a 20-million strong dataset derived from mobile phone usage data.
Executed via Digital Out Of Home around key retailer locations, mobile, digital and podcasts, the strategy was one of zero waste, focused on driving sales.
Creativity
Distinctive art direction heroed the products and underlined the brand’s unpretentious take on self-care, with uncomplicated and effective executions. The witty tone of voice reflected men’s happy-go-lucky, almost-slapdash approach to life.
Results
Rock Face was Tesco and Asda’s fastest-growing brand in the category during the campaign year. That has driven listings in new multiples. Value sales grew by 35% and volume sales grew by 28%.
The campaign drove 30% more cross-shopping within the Rock Face range compared to the category, building greater category value for the multiples.
And there was a 13% uplift in sales in the exposed vs. control areas following the first burst of activity.
The Team
Red Brick Road - Matt Davis, Executive Creative Director - Richard Megson, Executive Creative Director -
Max Ljungqvist, Designer - Ben Mitchell, Chief Strategy Officer - David Miller, CEO - Kevin Smith, Business Director - Oscar Absalom, Senior Account Manager
BBJ&K - Jordan Watkins, Digital Account Manager - Connor Hassall, Head of Digital - John Keane, Media Strategy Director
Rock Face - James Langdon, Brand and Innovation Director - James Wilkinson, CEO
Contributors
Curious Productions London