Henkel distributes the deodorant and body spray assortment of the mainstream brand Right Guard—comprised of five sub lines—in Great Britain. Until now the appearance of the fifth-largest market player was perceived as manly and powerful, but also as aged and a bit heavy. Additionally, the brand did not stand out strongly enough at the POS. For this reason Right Guard required a relaunch. The starting point of the relaunch was the best-selling basis range and the woman’s range.

On February 15, Harley Davidson launched a new advertising campaign taglined ‘No Cages’.

After parting with its long-time partner in ad creation Carmichael Lynch agency, the motorbike manufacturer was on the lookout for some really fresh and original ideas for a new campaign, which led them to work with Victors and Spoils, a creative advertising agency that bases its work on crowd-sourcing.

Converse, the footwear brands which supports aspiring musicians and saves rock-clubs, is also well-known for its successful collaborations with designers and artists. To broaden its portfolio of prints and styles, this time the label teamed up with one of the world’s iconic companies in the textile and clothing design business, the Helsinki-based Marimekko Corporation founded back in 1951, to develop a «women’s focused» Spring 2011 collection for Converse’s fans. The line, which launched in February 2011, features classic vibrant Marimekko’s patterns on the iconic shoes of the brand.