Goodwood Revival

An example of how to reposition a much loved brand, without losing the things

that boomers love about it.

Revival was keen to to move away from being a ‘magical step back in time’ and

establish itself as an immersive celebration of a less disposable world – a time

when ‘make do and mend’ was a way of life rather than just a slogan - something

our target can relate to.

Everyone loves Revival, especially older consumers - so rather than explaining

the new position ourselves from the outside we decided to ask the people who

were there to explain how it felt as they experienced it from the inside.

A fresh, seamless and authentic way to reposition the brand without losing the

stuff that makes people go in the first place.

The organising idea for Revival was based on a simple thought – ‘Revive &

Thrive’; neatly building on the brand name and introducing the sustainability

creds we were trying to establish.

We used the prefix idea to deliver all the RTBs like Recycle, Reduce & Restore

and wove in some other Revival benefits like Remembering, Refreshing,

Revitalising and Retail. The beauty of the RE prefix is that allowed us to cover

the whole spectrum of what Revival offers in a consistent and playful way.

We also spoke to lots of A-list boomer celebrities who were having the time of

their lives, people like Stanley Tucci, Chris Evans, Rowan Atkinson even Twiggy,

the type of people who would never consider doing a commercial but were more

than happy to be in our commercial – a perfect expression of the power of

Revival to put a smile on anyone’s face.

Outcome? Revival sold out. Quicker than ever. And the target felt spoken to for

once.