Bumble and Bumble Campaign: Just Add Water!
For a long time, Bumble and Bumble’s “Surf Spray” was super popular. The sea salt spray comes in a black bottle, smells like a tropical vacation, and promises perfect beach waves. Over the years, the popularity has dwindled as new brands and products have emerged.
In an effort to decrease heat damage, I was recently scrolling online for a product to enhance my air-dry waves. I saw the Surf Spray and thought to myself, I cannot believe I forgot about this! The spray itself is amazing, but Bumble and Bumble needs to reinvent it in order to revive its popularity.
First, I suggest new packaging. Perhaps a new bottle shape or new font for the title. Something a bit more sleek and modern while still maintaining the beachy vibe.
In order to get the new packaging on the consumer’s radar, Bumble and Bumble must relaunch. For their relaunch, they should have an ad campaign with Phoebe Tonkin and Claire Holt. Who else would be better to vouch for beachy hair than mermaids themselves! The following campaign idea is assuming that they would both agree to partner with Bumble and Bumble.
Tonkin and Holt starred in the infamous television show H2O: Just Add Water and have publicly remained very good friends. Dare I say best friends. They post together on Instagram extremely often - with their kids, husbands, friends, or just each other - and their followers go crazy for it. Every time they post together there are hundreds of accounts reposting the pictures whilst freaking out. When the pair appeared in The Originals together, viewers who knew their previous show were excited by the reunion. I for one started watching The Originals to see them together again. Their friendship is well known and receives a lot of attention from nostalgic fans.
As for the content of the campaign, Bumble and Bumble should do a photoshoot with the pair on the beach. The photos would be posted on Instagram by both their personal accounts and the brand account. They would also be featured in places that carry the Surf Spray, like Sephora. They could be printed on billboards or other physical advertisement platforms.
Additionally, I think the pair should film a video advertisement. Although this form of content has declined, I think it would be very beneficial for this campaign. Instead of airing the advertisement on television, Tonkin, Holt, and the Bumble and Bumble accounts would post it as TikToks, Reels, and Youtube videos. The haircare company would pay a fee for the video to be sponsored, but would also receive payments from TikTok’s Creator Fund when viewers like, share, and watch the video.
The video would open up with Tonkin and Holt as their mermaid characters Cleo and Emma. They would be sunbathing on beach chairs in the sand. Both of their hair are looking super flat. Tonkin would get up and walk towards the ocean to get her hair wet in an effort to get beachy waves. As she gets close, Holt will scream “Cleor! You cannot get wet! No one can see your tail.” (just like the meme of how she used to say Cleo in the show). Tonkin would then say how she just wants to get her hair wet to get those beachy waves. Holt would hold up the Surf Spray and say try this instead. Instantly, Tonkin’s hair has the perfect messy mermaid waves. The advertisement cuts to a product shot of the Surf Spray and a narrator says “Surf Spray: when you cannot just add water.”
Although this commercial is a bit cheesy, I believe fans of H2O and the actresses will go wild. Not only will viewers reminisce about H2O, but they will be reintroduced to the texturizing spray. Even if they do not buy the spray themselves, this reunion will create a lot of buzz and conversation, causing Bumble and Bumble to grow in audience and engagement.
