Fressia Cool Fresh, You'll Love Being In Your Skin. Building mental availability from near zero against Dettol, Premier Cool and Safeguard.
Entering a category owned by Dettol, Premier Cool and Safeguard.
Unaided brand awareness sat below 18% in the Lagos target demographic. Competitors held the functional territory, germ protection and clinical freshness, but none owned the emotional reset moment. The brand needed to build mental availability from near zero in a market that had never heard its name.
We applied the five-stage process end to end.
We identified the primary category entry point, the reset moment after physical effort, and vetted creators whose existing content already lived inside it. Yemi Alade was briefed as the campaign anchor, writing and performing an original brand jingle built to function as standalone music, not advertising. Broda Shaggi was deployed as the male counterpart for the Cool Fresh variant. A network of lifestyle and beauty macro creators amplified the campaign in their own voice, building their own authentic response to the brand positioning rather than repurposing the TVC. Paid media ran behind the highest-performing creator content, not the studio-produced ad.
Three macro creators across complementary categories.
Selected for pan-African reach with a Nigerian-rooted audience that mirrors Fressia's primary female consumer, urban, aspirational, 18 to 40.
Selected for cultural mirror status with the male Cool Fresh avatar, the Nigerian man who is completely comfortable with who he is.
Selected for audience overlap with the female personal care consumer and a consistent track record in brand content that feels native, not sponsored.
Eleven pieces produced. Four featured here.
