Amid the noise around women’s sport and the FIFA Women’s World Cup, we wanted to develop and reposition the partnership to create an inherently shareable brand campaign – #ThreeLionesses – which outshone our big-spending competitors, reduced reliance on media spend and increased brand relevancy amongst women.
To do that, we launched a multi-channel, fully integrated campaign which utilized on-pack, POS, instore, content, OOH and PR to deliver one of the strongest performing campaigns in brand history. At its forefront was a hero film, The Lionesses, which – resulting from a feat of cross agency collaboration – featured a reworking of Baddiel and Skinner’s ubiquitous ‘Football’s Coming Home’ song.
