Home / Advertisers / Havas repositions RB’s E45 with boxer Nicola Adams

Havas repositions RB’s E45 with boxer Nicola Adams

RB (Reckitt Benckiser as was, or maybe still is) is repositioning E45 as “straight up skincare,” away from its medical roots, in a new campaign from Havas.

So it’s signed up double boxing champ Nicola Adams, now a professional, to show that this girl can too.

Straight up docu-ad but nicely shot and Adams is an inspired choice.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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