Peter Alexander
I just met you & I love you!
After over 35 years of dominating the sleepwear market in Australia and New Zealand, the time was right for Peter Alexander to open its iconic pink doors and bring the joy of ‘sleep entertainment’ to the UK.
The challenge was to create a campaign to launch a premium product in a new market, targeting customers who knew little about the brand. To achieve this, we held a series of workshops with the senior leadership team to define the Peter Alexander brand specifically for the UK audience, and established strategic partnerships on the ground in the UK to help gain local insights & sharpen our creative direction.
Following extensive research, it was determined that drawing on the brand’s icons and core emotional attributes would translate well in this new market. The launch introduced us to a diverse cast of characters – including Penny the Dachshund – who embody the brand’s warmth and character, welcoming all our new friends into the wonderful world of Peter Alexander through a heartfelt & authentic declaration of love; an emotion everyone experiences as soon as they engage with the brand.
