See video
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Bold Hugs: From Big Idea to Big Emotion

To launch Bold 2in1’s new touch release perfume technology we transformed category conventions on product education by asking brand recipients (kids) to remind mum why Bold is part of her fabric of life. 

Heart-warming testimonials of how a hug feels were collected from up and down the UK, supported by blogger outreach and editorial support.  The best featured in bespoke TV ads aired during Britain’s Got Talent finals, judged by BGT judge Amanda Holden. 
 

Share performance illustrates a 17% increase in volume share and a 13% increase in Value share vs YA.  PR generated 110+ pieces of coverage with a 131M audience reach.