New entrant to the NZ social enterprise and supermarket scene Thankyou launched its ‘Smells Like a Consumer Revolution’ campaign via Marx Design, highlighting what sets Thankyou products apart from its competitors: 100% of profit helps end global poverty and its perfume-grade botanical oils.
The campaign went live on Wednesday 1 May with outdoor billboard advertising in Auckland, Christchurch and Wellington, in-store experiential fragrance displays in New World and influencers taking the sniff test on their social media channels with Thankyou products.
From Saturday 18 May – Friday 24 May, Thankyou will bring people face to face with the water and sanitation crisis – that 844 million people don’t have access to safe water and 2.4 billion people don’t have access to a safe toilet – through an outdoor activation in Ponsonby. People will wash their hands to find brown water coming from the faucet. After pumping the Thankyou hand wash, the water will run clear. On Saturday 18 May, the activation was kicked off with influencers who have supported Thankyou and co-founders Daniel and Justine Flynn.
The campaign’s call to action is to choose Thankyou’s personal care range of hand wash, hand lotion, body wash, coffee scrub and hand cream in signature scents of rosewood & geranium, lime & coriander and orange & almond, made with botanical oils and plant elements, akin to high-grade perfumes with top, middle and base notes.
Says Daniel Flynn: “At Thankyou, we strive to make great products that people love. Products that are good for you, as well as being good for humanity. We know people will often buy a product that supports a cause once, and if it’s not good, they’ll go back to the products they know and love. That’s why we’re big on never using our cause to sell an average product. We make sure we tick both boxes, and tick them well. Because this will ensure we’re here for the long haul, and that we can help to achieve our ultimate goal – a world without poverty.
“This campaign is about inviting people to see and try what’s different about our cleanse and care products – they’re made with ingredients derived from nature, and with perfume-grade botanical oils that give them complexity and depth which customers have told us they love.”
The campaign was created in collaboration with Marx Design, headed up by co-founder Ryan Marx who first worked with the social enterprise to re-design its packaging before the NZ launch in June 2018.
Says Marx: “To say we were excited when Thankyou asked us to design a local campaign is an understatement.
“The underpinning of the campaign is to communicate that with the purchase of a Thankyou product, you’re joining a revolution to help solve global poverty. We worked to articulate both the impact and product attributes, and landed on a few key strong combinations like ‘Smells Like Rosewood and a Revolution’. For the strategy, we focused on striking product photography, punchy messaging and a targeted media plan.”
The campaign was supported by Colab (instore stands and activation in Ponsonby) We Are Tenzing (influencer marketing), QMS Media (outdoor billboard advertising in Auckland, Wellington and Christchurch), Jared and Holly (Videography) and Madis Birk (digital marketing).
Thankyou commits 100% of profit to help end global poverty with the personal care range helping to get water and sanitation to people in need. To date, Thankyou globally has given over $6.2 million to people in need in 20 countries.
Thankyou personal care products are available in New World, PAK’nSAVE, FourSquare and Countdown.