Sk-II has launched a tech-enabled pop-up in Hainan
With the Olympics coming back to Tokyo after a delay caused by the coronavirus pandemic, brands are launching their much-anticipated sponsorship platforms to the world. For SK-II, a Japanese brand owned by Olympic sponsor P&G, the Tokyo Olympics was the perfect place to supercharge its messaging around female confidence. The Drum spoke to SK-II global’s marketing leaders to find out how they changed their destiny in such a challenging year.
Earlier this week SK-II launched a major campaign titled the ‘VS’ series, centered on six brand videos about the human stories behind some of the world’s most accomplished female athletes. The campaign launched alongside a specially written soundtrack by John Legend and localized experiential shopping activity in key markets, such as China.