BBH London Wins Sustainable Deodorant Brand Wild

BBH London has been appointed as Wild deodorant's new advertising agency, as the sustainable brand embarks on the next stage of its development.

Wild wants to establish itself as a major player in the deodorant category, and has briefed BBH London to deliver fame-driving work that will help deliver on its ambitions.

The sustainable deodorants brand launched last year and is already expanding internationally, starting with Germany as its first key market outside the UK and Ireland.

BBH London’s first work for the brand will go live in the spring, with a high energy, playful and disruptive campaign that will run across TV and digital across both markets. Working with BBH, Wild will accelerate its transformation from well-known influencer marketing and Facebook-led brand into a credible, famous challenger in the personal care market.

The agency was appointed without a formal pitch process.

Charlie, co-founder and CMO of Wild said: "We're delighted to be working with BBH over the coming months. Their experience and creative genius will allow us to progress the Wild brand to the next level whilst helping us continue on our mission to remove plastic waste from the bathroom."

Holly Ripper, managing partner at BBH said: “Wild is already an impressive business with huge ambitions to make bathroom products stink less. We can’t wait to help build a future that smells a little fresher.”

Wild’s products come in a range of eight deodorant fragrances, bought in refill form and used with a choice of six different coloured reusable cases. The products can be purchased via subscription, as one-offs, or in selected Boots, Sainsbury’s and independent stores.

The range of eight fragrant choices is unisex and includes Fresh Cotton & Sea Salt, Jasmine & Mandarin Blossom, Orange & Neroli, Coconut & Vanilla, and Patchouli & Sandalwood. All are free of sulphates, aluminium and parabens. The reusable case is made of aluminium and recycled plastic and can be personalised.