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Calypso Looks to Build on Success with Fresh TV Drive

Fresh off the back of a 2017 campaign that drove a 31% increase in sales, Calypso has teamed up with Guerillascope once again to launch a new 3-part TV advertising push that marks an escalation in the brand’s ambition.

Armed with a larger budget and the desire to build on last year’s momentum, Calypso has signed off on a strategy that will comprise a one-week Easter campaign in the UK; a larger bulk of airtime from May to July; and concurrent activity in Ireland. The likes of ITV, ITV2, More4 and 5 USA will play host to the 30-second spots in the UK, with the Irish campaign scheduled to run across Sky1, Gold and Comedy Central, Alibi and E! Entertainment. Manchester-based Magnafi managed the creative process, with media planning and buying orchestrated by Guerillascope.

The campaign will centre on Calypso’s Once A Day sun protection range. Available in SPF10, 20, 30, 40 and 50+, the product is sold in most of the major retailers and is exported to over 60 countries worldwide. 

Buoyed by fresh products, innovative new packaging, a growing network of retailers, and the recently completed £500,000 expansion of its Manchester headquarters, Calypso is primed for big things in 2018. Looking ahead, Senior Sales Manager, Tony Ward, says, “As a company, we’re putting more money behind the brand, and we’ve invested in a much bigger TV campaign this year.”

“Our target audience is families, and our marketing plan covers a range of opportunities to hit this key group of people. The investment allows us to run the TV advertising alongside our social media and PR activity so that we are well placed for what we hope will be a long, hot summer.” 

Brand Director at Guerillascope, Eponine Wright, says, “Calypso’s success shows that, if you have a great brand and the ambition, television can be a hugely impactful medium that allows you to test, learn and build with scale. We look forward to supporting Calypso in its new campaign, which is bigger, bolder, and brighter than anything we have done with them before.”

Calypso’s sun care range is available to buy in Asda, Aldi, Wilko, TJ Hughes, Bodycare, B&M Bargains, Home Bargains, Well Pharmacy, Semichem and independent pharmacies.