Demonstrating a 31% increase in sales as a direct result of television advertising in 2017, Calypso is taking to the small screens once again. This year, however, the sun care specialists have upped their game, increased spend and are going mainstream.
The vast and varied product range from Linco Care has been manufactured in Manchester for almost forty years, and with new products, innovative packaging design, state-of-the-art machinery, an expansion working with retailers and emphasis put on creative and customer-focused marketing strategies, business has never been better.
Calypso is now exporting to over 60 countries worldwide; including markets in Europe, Asia, Australasia and the Middle East. In recent years, the company has noticed that export sales are outstripping home sales and, therefore, the decision was made to remind the British public of the importance of sun safety.
Calypso sun care will launch its 3-part ad campaign starting with a one-week campaign in the UK from the 19th – 26th March. The main bulk of broadcast will then be during the summer months from the 21st May – 13th July. Calypso will also hit the screens in Ireland from the 21st May – 13th July.
The family business, with father and son at the helm, strives to create sun care products that combine value for money with efficacy. The increase in export demand has led to Linco Care investing £500,000 in an expansion of its head office and production facilities. The refurbishment included a factory refit and a new 2,500m² warehouse.
Calypso uses the same essential high-quality ingredients as luxury sun care brands, offering excellent protection at a much lower price. The advertising campaign will focus on the Once a Day protection products, which are available in SPF10, 20, 30, 40 and 50+ and retail from £8.99 per bottle. The range is expanding this year with two new Once a Day Tan & Protect products, available in SPF15 and SPF25.
Senior Sales Manager, Tony Ward, says, “As a company, we’re putting more money behind the brand, and we’ve invested in a much bigger TV campaign this year. Our target audience is families, and our marketing plan covers a range of opportunities to hit this key group of people. The investment allows us to run the TV advertising alongside our social media and PR activity so that we are well placed for what we hope will be a long, hot summer.”
The campaign will run on prime TV channels in the UK including ITV, ITV2, SKY, More4, ITVBe, 5 USA, VH1, Viva, Capital TV and Heart, with an estimated impact reach of 22 million viewers. In Ireland, the ad will broadcast on Sky1, Gold, E! Entertainment, Comedy Central and Alibi with 850,000 estimated audience impacts.
Created by Manchester-based creative agency Magnafi and planned through Guerillascope, the 30-second advert features two sun lovers preparing for a day on the beach. One uses the Once a Day product and relaxes for the day, uninterrupted; the other must make repeated applications causing her unrest and anxiety while her friend gently snoozes. For a sneak peek head to https://www.youtube.com/watch?v=hNIr2Zn_Pfg&list=PLQitqtgpPbJTuQKDE899W_3A8LHCKTWBl
Calypso sun protection is available to buy in Home Bargains, B&M Bargains, Bodycare, TJ Hughes, Well Pharmacy, Semichem, Asda, Wilko, Aldi, Rowlands and independent pharmacies.