At our Annual Dinner on 14 November at Lord’s Cricket Ground, Bodyform was voted Brave Brand of the Year in association with Campaign sponsored by IBM iX.
Over 500 senior marketers, gathered to celebrate the marketing industry’s achievements and cast their vote live, selecting Bodyform from a final list of four other brave brands - also unveiled on the night – British Army, Skittles, Sky and Ugly Drinks.
The search for Brave Brand of the Year began in September when a group of marketing leaders, led by The Marketing Society chief executive Gemma Greaves, met to debate which brands had taken risks and stood out in a competitive environment. A shortlist of 20 was published and readers of Campaign and members of the society were invited to choose their favourite.
The final five were revealed last night and dinner guests then voted Bodyform the winner.
Bodyform’s 2017 campaign, "Blood normal", created by Abbott Mead Vickers BBDO, broke new ground in advertising by being the first campaign to depict real menstrual blood, rather than the blue liquid generally shown in feminine-care ads. It won a hattrick of awards at The Marketing Society Excellence Awards earlier this year including the prestigious Grand Prix.
Bodyform joins an illustrious line of Brands of the Year including The Guardian in 2017, Channel 4 in 2016, O2 in 2015, Macmillan Cancer Support in 2014 and Sainsbury's in 2013.
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