Rescue Remedy Campaign Cures Everyday Dramas

Rescue Remedy (a Nelsons brand) are launching a social-first campaign aimed at connecting with gen z fans of the brand by embracing the everyday dramas they encounter.

Launching on TikTok, the aptly named 'Rescuerama' is Rescue Remedy’s new episodic content series where everyday situational anxieties like date nights and interviews are parodied in hilariously unhinged but relatable ways, with the iconic Rescue Remedy dropper always on hand to defuse the drama.

The first episode launched on Wednesday, 30th October and explores the drama of those racing thoughts that keep us awake at night.

To create the campaign, Small World built a team featuring social experts (previously of TikTok Creative Labs), a creative writing team of comedians, and most importantly, the brand audience themselves. The team is run out of London with account, strategic and creative direction from °Small World Partners

The drama will continue with a new episode premier every Wednesday, designed to de-bunk what’s known to be the most stressful day of the week – aka 'hump day', by putting daily drama in its place. The team have enlisted super-fans already talking about the brand to share their own dramas to supplement to main episodic content.

The team will be building the next round of episodes, by listening to their audience and getting their help to crowd-source the next round of episodes.

Helen Coupe, Nelsons' global head of marketing, commented, “At Nelsons, we’ve always been focused on helping generations live happier, healthier lives. With a massive groundswell of a new generation sharing their love for Rescue Remedy, we know that it’s the perfect time to enlist a creative partner to help us translate the brand's heritage into a distinct and compelling message built to support everyone in the daily dramas of modern life.

“°Small World’s brilliant campaign idea shone through, and they built the perfect team for the brief with the right combination of talent. A team that understood the audience we were trying to reach and the platforms they’re on.”

Dan Salkey, strategy partner at °Small World, added, “Rescue Remedy is a brand that sparks nostalgia in people’s minds. From exam stress to driving tests, no matter your age, we all recall our parents giving us a few drops. It’s for that reason we’re so excited to help the brand build equity with a young audience who are stumbling across Rescue Remedy and using it as their solution for life’s little dramas. Our audience is talking about the brand in an unconventional, unhinged way, which gives us the licence to do the same and create work that we’re all very eager to make”.