Southern Co-operative Group develops living aid brand

Independent retail group enlists Rise to Devilfish for Xest range launch. By Mary-Louise Clews

XestThe Southern Co-operative group will launch a campaign in June to promote a new range of own-brand living aid products under the brand Xest to be sold on its home shopping site.

The independent group, which is separate to the nationwide Co-operative Group, has worked with media strategist Rise Communications and Devilfish to develop a brand identity and marketing strategy for the own-brand range.

Rise was commissioned to create a positive concept for the Xest brand following research that showed the UK is “crying out for a brand” that would bring an “uplifting” feel to the living aid market, according to agency partner Mark Bauer.

A media launch for the brand will take place during Carers Week in June, where This Morning agony aunt Denise Robertson will host a consumer awareness event.

The launch follows Asda’s announcement last month that it is to become the first major national chain to stock living aid products, following the signing of a supplier deal with Mobilease.

The market is estimated to be worth millions as demand is increasing due to an ageing population. So-called living aids have traditionally only been available on prescription via the NHS or social services, or from specialist stores.

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