Tribes 'one, two, three' GOLD

Following a competitive pitch, Church & Dwight Australia has appointed STW’s leading through the line retail agency Tribe, for a cross-collaboration brand activation this spring. The win sees Tribe promoting Church & Dwight’s leading female depilatory brand Nair through a focused retail activation, alongside sister brands Batiste and Pearl Drops. The category campaign named ‘Top to Toe’, introduces all three brands as an essential spring beauty routine. The Tribe-developed approach maximises joint brand equity, consumer appeal and retailer support, through Woolworths, Coles and leading pharmacies. Tribe’s General Manager, John Georgas said the win was “a great chance for Tribe to apply its core services in shopper, creative and digital within the growing Health and Beauty sector”. “We’re excited to be given the opportunity to work with the great team at

Church & Dwight who have an extensive portfolio of leading Global and Australian brands within their remit,” he said. Church & Dwight’s Product Manager Toni Gray added: “We welcome Tribe on board the team, and we’re all looking forward to seeing the results of this relationship come to fruition both this spring and in the future. “Bringing these three leading brands together under the

‘Top to Toe’ campaign should help our consumers strut, style and smile their way into the Australian spring time.” Tribe is part of STW, Australasia’s leading marketing content and communications group.