Welcome to ‘The Sauce’ – your weekly dollop of marketing news.
By Ashleigh Morris, our Content and Comms Lead.
Welcome to ‘The Sauce’ – your dollop of marketing news from the past week.
This week we’re looking at Bluebella’s #StrongIsBeautiful campaign, Jo Malone’s surprise new collab, and Wall’s latest cross-platform campaign.
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#StrongIsBeautiful
Lingerie brand Bluebella has reignited its #StrongIsBeautiful campaign for the eighth year, featuring female rugby stars Celia Quansah, Ellie Boatman and Jasmin Joyce.
The campaign aims to demonstrate female strength, dedication and commitment, and to challenge the idea that strength and femininity are mutually exclusive.
Since 2016, Bluebella has featured numerous female athletes in its campaigns, from windsurfers and synchronised swimmers to footballers and now rugby players.
The campaign hopes to encourage girls not to drop out of sports, following insights from the Women in Sport Survey 2022 which found that, “Nearly half of girls drop out of sports after age 13 and are three times more likely to drop out of sports than boys, with self-belief and body image concerns found to be key issues.”
In the build up to the Paris Olympics later this month it’s fantastic to see brands tapping into the power of sport and championing female athletes. Over the past few years we’ve seen Emma Raducanu win her first grand slam to find brands from Porsche to British Airways, Evian, Tiffany and Vodafone lining up, Lionesses’ Captain Leah Williamson has struck deals with Gucci, Pepsi and Nike, and earlier this year Dior announced 15 female athletes as brand ambassadors.
What we love most about the Bluebella campaign is that they are not only championing female athletes, but also tapping into research and encouraging participation at the grassroots.
They are not only championing female athletes, but also tapping into research and encouraging participation at the grassroots.