Romania was a good patriarchal country where in actuality the male was much away from demanded to acquire themselves. “You are the difficult gender, never ever shout, don’t put on display your thinking, get a better “man” jobs, be difficult, suck they!” is a discussion in every relatives. The new promotion suggestion: dilemmas such stereotypes and you will convince Romanian boys to-get on their particular compliment of relatable reports.
A worldwide rebranding considered away function as the top chance of Remington to possess another voice inside Romania. It was Remington’s basic correspondence promotion to the Romania, just after numerous years of silence. Definitely, work was included with several hopes and dreams: to help you refresh Remington’s photos into the Romania, so you’re able to be noticeable dialogue from the brand and so you can raise transformation getting their champion product lines.
Remington’s target is actually an elementary listeners of individuals, 18 so you’re able to forty-5 years of age. However, search ended up that boys pages think the brand shortly after the a brandname for women. With such as for instance an appealing you can to come, we paign and mainly address them. This, with in mind part of the objectives: monitor the content from rebranding, adjust they in the region, instead of neglecting items that was indeed inside the interest just like the an excellent results of all of our assistance designed for women and men.
Remington strategy talked about vulnerability and you will mind-greet to the Romania, a great patriarchal nation where the male is thought to be the tough gender and you can some one as weaker sex. All of our campaign confronted it impression and stereotypes if you find yourself you’re boosting transformation that have Remington. I wanted to carry out on one’s interior thought doubts that assist some one, eg men, have the bravery to help you situation social stereotypes and construct a lifetime of one’s own “Indrazneste sa fii TU!” – campaign’s tagline calculated from the all over the world positioning is virtually claiming “dare become yourself”.
The campaign () involved several tactics, some of them approaching women, others targeting men and some other targeting both categories. The Confident Series. The photo and editorial project we started with Andreea Retinschi and Andreea Verde gathered tales toward self-love and you may attention-welcome. Self-love takes over. We collaborated with one of the biggest online magazines in Romania and – for one episode – we turned their love and sex show into a self-including let you know. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as decades, motherhood and you may social pressures affecting women in Romania. Real men/women, real trials. Influencers tested the products while answering questions from their followers starting a much-needed conversation about vulnerability and self-acceptance.The next phase targeted men only. We started a conversation about men stereotypes in Romania and the unrealistic expectations society has from them, in a video series where different men tried to dismantle some of the most well-known stereotypes (“Men have dirty jobs”;“Men who show their feelings are weak”; “Men shouldn’t spend time in the kitchen”; “Men don’t need compliments“). The episodes can be watched on YouTube or on Remington Romania’s Facebook page.
The company attained one another really worth and you also impression. Strategy inform you: 5 million individuals hit. 700,one hundred thousand feedback. 73,100 personal items. the first step,600 natural advances to your Remington’s Instagram registration. Men things conversion turned into from the twenty four% and 
you will females activities conversion increased of the eight%. “I’m absolutely crazy about it campaign”. “Remington performed and this chill matter. We want alot more!”. “Probably one of the most real techniques after you look at the fresh Romania not too long ago”.
We requested ourselves exactly what it a method to finish becoming your right brain. Is it when you’re insecure if not while you are solid? Confident or doubtful? The clear answer we select is one to having the correct find questions getting all your possible when you get a hold of yourself helping go all the face masks. Why? Once the there is absolutely no-you to be a far greater Your than you might.
Even though some names mention changes or convenience, Remington encourages people to demonstrate their correct and genuine selves, whatever the effects. This is how genuine boldness appears.