LONDON - Integrated PR, social, creative and content agency Aduro has repositioned itself as a specialist in helping brands reach mass mainstream consumer audiences who are facing multiple challenges, including the cost-of-living crisis.
Aduro was set up by former Shine director Natalie Luke (pictured) ten years ago, with support from Shine founder Rachel Bell, as a generalist consumer agency. Aduro, which already works with clients including P&G and recently won the PR account for Tata-owned tea brand Tetley, has also introduced a new strapline, 'Reliably Brilliant' as part of its repositioning.
Luke told PRovoke Media:“It felt the right time to step back and look at our own brand and positioning. We've always been focused on delivering incredible work for our long-standing client partners, so 'Reliably Brilliant' isn't just a nice strapline, we have the track record and stats to prove it. We proudly partner with mainstream brands and want to celebrate the mass.”
To underline its new focus, Aduro has produced a report in partnership with brand insights agency Tomorrowism, 'The Marvellous Mainstream', examining how brands need to step up to reach mainstream consumer audiences against a challenging 2023 backdrop.
Luke said:“We work with brands that respect and serve mass mainstream audiences in so many ways, every day. We watch and observe the lives, attitudes and desires of the mass mainstream, looking for things others might miss.
“And right now, what's clear is that things aren't all rosy for the many – the people who live and shop at the very middle of our culture, communities and society. After a tough couple of years, things don't seem to be looking up just yet. This is set to be a big year for anyone charged with leading a mass mainstream brand.”
The report, launched today with a panel discussion including Curry's former head of brand and communications Corin Mills and Tetley marketing director Sarah King, includes advice for mainstream brand leaders on the lenses they should use on decision-making this year. Firstly,“help find or point out beauty in a broken world,” as“brands have a brilliant opportunity to bring light, joy, togetherness, optimism, and levity.”
Second, serve mainstream consumers by adding more value to their lives, from lowering prices and other practical measures; to showing that a product or service can unlock meaningful and relevant experience, education or inspiration; to underlining sustainability credentials so“customers feel they're making a good, positive choice, to help them manage feelings of anxiety, risk, and vulnerability.”
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