B Corp business Absolute Collagen has launched a new campaign challenging traditional attitudes towards women and ageing, shifting the focus from anti-ageing to what it calls ‘ageing powerfully’.
The campaign, titled Absolute Attitude, features long-time brand ambassador Emma Willis and is running across television, digital and out-of-home advertising this autumn.
Created by London agency Dog, Cat & Mouse, it centres on the idea that women shouldn’t feel that they have to apologise for getting older or hide their age.
“We’ve built Absolute Collagen on real results but there’s something much bigger at play,” explains Rhea Fox, chief marketing officer at Absolute Collagen. “Women shouldn’t feel they need permission to keep being ambitious, funny, sexy or simply putting themselves first as they get older. Absolute Attitude is about putting this out there, loudly.”
Adds Steve Stokes, planning director at Dog, Cat & Mouse: “We know women are fed up with being told what to wear, how to behave and even what hair cut they should have at a particular age. It is a breath of fresh air for a brand to show up with a rallying cry of ‘you do it your way’, summed up in Absolute Attitude.”
The campaign comes as collagen products become more prominent in the retail market, with Ocado reporting a 38% year-on-year increase in searches for collagen products in August.
The television advertising is running across Sky, ITVX, Channel 4, Disney+ and Netflix. Outdoor advertising will appear across Greater London and Manchester, including London Underground sites and rail screens.
By Jane Wolfe, contributor