Speedo aims to engage health-conscious consumers

Speedo is unveiling a pan-European integrated advertising campaign to drive emotional engagement with the brand among mainstream health and fitness consumers.

The three-year brand campaign, created by Iris, will feature in national and regional press ads, which will be complemented by online activity.
It will focus on personal relationships with swimmers, promoting Speedo as a brand that understands that every swimmer is different. The campaign was shot by Martin Brent at Pinewood Studios.

Speedo International head of marketing communications Chris MacDonald says: “As the world’s leading swimwear brand, we understand the benefits that swimming for fitness and relaxation can bring. Our objective for this campaign is to engage with our consumers and explore their relationships with swimming. Speedo’s new brand campaign is striking, emotive and will prompt swimmers of all levels to talk about why they like to swim.”

The campaign will break this week with online content including rich media ads and a targeted social media drive on Facebook.

In the following weeks, two main press ad executions will go live in national and regional titles. One will target health-conscious consumers and will focus on how they leave the stresses of the day behind when they enter the water, while the other will target fitness-conscious consumers by focusing on how swimming can help them to reach their physical peak and set them up for the day.

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