CEP have led the way in sport compression technology, backed by its parent company medi, who have produced high-quality medical compression for over 65 years.
First selling their sports socks in 2007, CEP is now a well known brand among athletes across all sports.
The Challenge
When CEP started producing sports socks, they quickly gained their fame within the triathlon/running industry. Since then their product offering has grown significantly, and their scientifically backed compression technology is being used in other ranges such as their tights.
CEP looked to re-position their brand and establish themselves as a full leg compression brand rather than a sock brand. They sought strategic support and approached Brandwave for a method to do so.
The Result
We ran a strategy workshop with key CEP stakeholders to evaluate and recommend their new market position and activities to undertake as a result of this change.
This initial strategy led to us developing a campaign that focused on two new products CEP had bought to the market, run tights, with medi compression technology, and a training tight.
To communicate the two different product ranges, Brandwave created a campaign which captured the feeling of wearing CEP tights. The medi compression is performance orientated and the Tight fit has a slightly more relaxed and comfortable character. The creative featured a full body shot of the product accompanied by a model portraying their individual emotions. Brandwave managed all aspects of the project, from project conception, logo design, photoshoot to asset delivery.
The final creative included a series of static and animated banners that were rolled out across digital platforms. CEP also used the creative for in-store communication tools, such as hang tags for CEP product hangers.
