New body care brand taps The Sphere Agency for launch
A new body care brand is rolling out into Woolworths, and has appointed The Sphere Agency to lead brand strategy and its launch campaign, Mumbrella can reveal.
The independent creative agency has been tasked with refining the brand platform, defining the brand’s tone of voice.
The brand, Soma, was developed to “fill a clear gap in the market” between basic supermarket body care and expensive luxury brands. It is described to deliver “premium fragrances and luxurious lather at supermarket prices”.
Camille Peressini, co-founder of Soma, said the gap existed between how “people want to feel in their daily rituals and what was actually available”.
“We saw an opportunity to bring something more emotional and sensorial to the aisle, and we partnered with Sphere to help bring it to life in an impactful way,” she said.
The Sphere Agency has delivered creative across Woolworths’ retail media network Cartology, as well as in-store and digital touchpoints. The brand’s core ambition of making luxury available for everybody became the foundation for messaging and creative development.
Its remit also includes go-to-market planning, verbal identity development, and executive of campaign assets.
Founder and ECD of the agency, Michael Abdel, said the team loves working with challenger brands like Soma.
“From the outset, they were clear on their vision, and our job was to build a brand that felt as rich and considered as the product itself,” he said.
Abdel is also the founder of Hummington, a marketing optimisation agency. It was developed last year to “supercharge” marketing teams with execution, creative and strategic solutions.
“Many marketing departments juggle resources, struggle with integration, or lack the support needed to unlock key insights,” he told Mumbrella last year.
“Hummington is designed to fill these gaps, helping marketing departments operate smoothly and make brands sing.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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