‘It’s what we leave out that makes us special’, says Sukin in new campaign by Thinkerbell
The ingredients which aren’t in natural skincare brand Sukin’s products are the focus of its ‘Nothing but special’ campaign.
The ‘Nothing but special’ TV campaign features a Sukin bottle with the list of ingredients which haven’t made their way into the product.
“It’s what we leave out that makes us special,” the campaign states.
A series of outdoor ads have also been created which feature the Sukin packaging – listing all the exclusions – and the new tagline.
One of Sukin’s outdoor executions
Does every campaign created by Thinkerbell require a press release?
Will sell a lot of similar moisturising lotion. But not much Sukin
I love Sukin – this pretty much captures it.
Congratulations Thinkerbell. Nothing but special, as always
Category ad.
When will they produce something that is actually any good?
They are the emperors new clothes.
All you lynx body washing naysayers. I use Sukin and this gives me the feels. Love the TVC and song. Not sure about outdoor.
@Bobby
If you already use the product will be buying more than usual thanks to this ad?
Great that it gives you the feels but all the feels in the world are meaningless unless it drives incremental sales.
(this next sentence isn’t having a go at you Bobby, it’s more of a general observation) Sometimes we get so caught up in ourselves that we forget the actual reason advertising exists.
What would have taken this to the next level is if the Sukin bottle actually changes its front label to be the ingredients left out. Then you have something pretty spectacular.
Am I the only one who sees the nice look of the bottle and the name and then experiences disappointment that its not Japanese Whisky inside?
@Stu yeah, for real. I think I will buy more now. I bought the product initially because I liked the smell and the bottle caught my attention. The natural part was a bonus. Sometimes we get so caught up in ourselves that we forget we’re not the average punter that doesn’t need an idea or a flashy award winning ad. Just a simple message. I think it’s good. It worked for me.
Really not inventive at all and can apply to so many other ranges in chemists and supermarkets… eg natural Instincts already have used this angle as many other natural brands did and still do as a tag line. Very generic.
Erm… nice enough but executionally it is
Completely inappropriate for billboards unless you’re positioned at stationary traffic locations
Not suitable for video on mobile devices. I watched this on my mobile and had to pause it it, go full screen, rotate phone, press play to be able to read it. And I had volume down thought the damn thing had frozen for first half.
But again, lovely piece of work. But really TV only…
Interesting that you think you will buy more product because of this ad.
As you refer to “all you Lynx body washing naysayers” I assume you mean you will buy more Sukin body wash.
So what about this ad will make you want to shower/bathe more often, or when you do shower/bathe decide to use more of the product each time? Or will you be stockpiling it in the bathroom cupboard for a while?
‘I bought the product initially because I liked the smell…’
Give it a rest will ya!
” Sometimes we get so caught up in ourselves that we forget the actual reason advertising exists.”
Stu – a little advertising lesson for ya. Punters dont care about us or advertising. If a brand like this can associate ‘some feels’ with their product, that is an amazing outcome, and will achieve a better outcome than a ‘sales ad’. Looks like Thinkerbell and Sukin are playing chess whilst Stu is playing checkers.
Thanks for the condescension, I’m well aware that punters would be quite happy if ads didn’t exist at all.
My point is that punters having a positive association with a brand/product is great but if sales don’t follow then you might as well flush your money down the proverbial.
Agree.
Plenty of mumbrella coverage, nothing particularly special yet.
Feels like Adam F + A Few Randoms + PWC therefore let’s get excited.
Yeah Twattle, I liked the smell. And I like the ad. And I like the brand. And I’ll buy more.
Massive brand. Own the category drivers. Very clever very simple.
Please can you tell me who sings the song on your latest Sukin TV advertisement
It’s “as you are” by St. Ives, hope that helps
Yes please I would like to know too. It is such a lovely song. Searched online but couldn’t nail it.
P-L-E-A-S-E !! I’ll be so grateful.
I will check back this page frequently looking for answer.
Thanks in advance. :))
Hi,
Thanks for the clue.
But google didn’t give any result about the song. Instead the results were “when I was going to St. Ives” nursery rhymes and ”as you are” from other singers and St. Ives Apricot Scrubs but not the one you indicated. The song is nowhere to be found.
Yes it is really annoying me too, as the voice sounds extremely familiar to me, but I just cannot place it.
Is it Rumer? She has a voice a bit like the one in the ad.
No, doesn’t sound like Rumer. Well, good luck to us trying find that song. Sukin could do us a great favour and tell us. I am a regular customer of Sukin along with other organic stuffs ( I am organoholic).
And I am not saying this to track the song.
OMG WHATS THE BACKGROUND SONG CALLED, IVE BEEN LOOKING FOR IT FOR HOURS!!
ME TOO! I’m trying to shazam it but its too quick haha do you remember the lyrics?
As indicated above – a song called “As You Are”, by a Melbourne duo who go by the moniker “St. Ives”.
http://www.gaga.com.au/news/sync-sukin-ft-st-ives/