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Proceive - Try, Try, Try

Proceive
08/07/2022
Design Agency
London, UK
20
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Brand
Agency / Creative
Media
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How do you compete with the category Goliath, who outspends you 20:1?

​The public don’t talk about their ‘pregnancy journey’, but you wouldn’t think that if you read a Pregnacare Ad. 

Insight
Sex is no longer fun when the purpose of it changes. People have to ‘try’, a lot.

Our idea
The English language is known for its Homophones. Words that have the same sound, but different meanings. Try and Tri were our seraphic protagonists. Proceive are there for people when they’re trying and tri’ing.

Fame
The campaign resulted in a 35% uplift in sales at Boots and Holland & Barrett. Eeeesh. Lovely stuff.

* Oh and ‘we’ got pregnant. The Mellor&Smith copywriter (who was trying) succumbed to the strength of her creativity and conceived at time of launch. Powerful words indeed.


Proceive Pregnancy Brand - Ad Campaign by Mellor&Smith - Paul Mellor


About Mellor&Smith

Famous brands sell more, more often to more people. We* make brands burn brighter than ever before.

Have you ever been so effective that you sold out of everything? Our clients have. Bare shelves, supply chains unable to keep up, businesses doubling in the blink of an eye and demand outstripping supply. Good problems to have. All because we made them famous.

The fact is, 89% of the work out there is ignored.

Guff. Vanilla. Wallpaper. Bland. Meaningless.

Treating the public with contempt.

If you want fame, you need to: start a fire, break the rules, jump off the deep-end, rock the boat, stick your neck out, trust your gut, get uncomfortable, turn it up to 11.

You have to want to get noticed.

Strike a match, light the catalyst, watch it burn brighter than ever. Fame.

* That's Mellor&Smith, not the royal 'we'.


And remember take our Fame-o-Meter here. Discover how famous your brand is, and could be.
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