Matey – Popping The Representation Bubble

3% of Black children go swimming vs. 72% of White children*. So with a kids' first interaction with water being in the bath, it was time to create a product range that inspires & represents ALL children. Matey's new and inclusive brand purpose: "make water a source of fun for ALL children" accompanied a product re-launched with new and diverse crew members, set to inspire children about who & what they could grow up to be.

The campaign increased Matey sales across Tesco & Asda, had an organic social reach of +1.5M and an organic PR reach of +3.5M. But the real results were seeing the reactions from parents and children, who's favourite bubble bath brand finally represented them at bath time.

*Sports England, 2019.