Remington reveals first global positioning

Remington is launching its first global brand positioning to build emotional engagement with consumers.

The brand, which is known for male and female grooming appliances such as hairdryers and shavers, is employing the strapline “How the World Gets Ready” to encourage consumers to put Remington “at the heart of their getting-ready regime”.

Remington aims to use the new positioning to enhance and strengthen its brand personality worldwide by forging emotional connections with consumers.

A television campaign launches on 4 October in the UK. It will also be aired across Europe, Australasia, South America and the USA.  

The ad shows women getting ready to go out set to the song ‘Get Ready’ by The Temptations.

The campaign, created by Addiction London, will include press, online advertising, social media and a PR campaign handled by Cirkle.

It is the first campaign created by the agency since being appointed in March.

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