{"id":18270,"date":"2024-05-21T11:06:02","date_gmt":"2024-05-21T10:06:02","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18270"},"modified":"2024-08-11T12:26:19","modified_gmt":"2024-08-11T11:26:19","slug":"viva-summer","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/primark\/viva-summer","title":{"rendered":"Viva Summer"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-1Uib4I wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><b>Primark<\/b><span style=\"font-weight: 400\"> has today revealed a refreshed look and feel for the brand, as it launches its new summer collection and campaign, <\/span><i><span style=\"font-weight: 400\">Viva Summer<\/span><\/i><span style=\"font-weight: 400\">. Primark\u2019s new brand world was developed with its global branding and creative agency partner <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP<\/b><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">The changes see the introduction of the \u2018Portal\u2019. A window into the world of Primark, which will be used across campaigns and the wider brand world; bringing everything Primark offers to life.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">As part of the updates, the new brand world includes a playful update to the iconic Primark logo, features a refreshed Primark blue, and a specially designed font. From today, customers will begin seeing the new brand across social, in direct communications and in store &#8211; with further rollouts planned for later this year.\u00a0<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-Z2w6vCM wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Primark-reveals-new-brand-look-and-feel-as-it-launches-its-latest-summer-collection-4-scaled.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Primark-reveals-new-brand-look-and-feel-as-it-launches-its-latest-summer-collection-4-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Primark-reveals-new-brand-look-and-feel-as-it-launches-its-latest-summer-collection-2-scaled.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Primark-reveals-new-brand-look-and-feel-as-it-launches-its-latest-summer-collection-2-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-ZVhrDR wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        Primark occupies a special place in our hearts and our high streets. \n        <cite>Gary Holt, Executive Creative Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-io5DJ wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><b>Michelle McEttrick, Chief Customer Officer at Primark<\/b><span style=\"font-weight: 400\">, said: \u201cMore than fifty years since we opened our first store in Mary Street, Dublin, we now have hundreds of stores across Europe and the US and we\u2019re getting ready to enter our 17th market with a new store in Budapest, Hungary, later this month. Our success and our ambitious growth plans have been driven by our commitment to delivering exceptional products at unbeatable prices. As we continue to grow and cement ourselves as a truly global brand, we want to ensure that wherever in the world you find us, you\u2019ll always get the same great unique Primark experience that you know and love.\u201d\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><b>Gary Holt, Executive Creative Director at VCCP<\/b><span style=\"font-weight: 400\">, added: \u201cPrimark occupies a special place in our hearts and our high streets. It\u2019s also an innovative brand with big ambitions for growth; it\u2019s been amazing to work on the evolution of their brand world and we\u2019re excited to take the next step with them on their journey. The Primark Portal is a key element of this new world, which people will begin to see this summer across all channels alongside the refreshed logo and colour palette.\u201d<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Viva Summer is Primark\u2019s biggest ever summer collection, offering seasonal styles that exude a vibrant coastal feel. From luxe swimwear to lightweight sleepwear, and breezy daytime looks to night-time glam, the retailer\u2019s Viva Summer range features bold prints alongside earthy neutrals across womenswear, menswear and kidswear.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Since opening its first store in Dublin\u2019s Mary Street in 1969, Primark has grown into a global fashion leader with over 440 stores across 16, soon to be 17, markets worldwide. This year in Great Britain, Primark is celebrating 50 years on the British High Street, after it opened its first store in Derby in 1974. While affordability is at the heart of Primark, the business continues to evolve and transform to keep up with consumer needs and is committed to making more sustainable fashion affordable for everyone. The refreshed brand strategy reflects the retailer\u2019s international growth plans as it looks to reach 530 stores globally by the end of 2026.\u202f<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">VCCP was appointed as Primark\u2019s global branding and creative agency partner in August 2023, following a three-way competitive pitch process.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">For more information or to browse Primark\u2019s latest collections, visit <\/span><a href=\"http:\/\/www.primark.com\/en-gb\"><span style=\"font-weight: 400\">www.primark.com\/en-gb<\/span><\/a><\/p>\n<p>\u00a0<\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-18270","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10105"],"client_id":"17271","hero_video":"","hero_image":{"ID":18279,"id":18279,"title":"Untitled design (4)","filename":"Untitled-design-4.png","filesize":2825771,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4.png","link":"https:\/\/www.vccp.com\/uk\/work\/primark\/viva-summer\/attachment\/untitled-design-4-2","alt":"","author":"57","description":"","caption":"","name":"untitled-design-4-2","status":"inherit","uploaded_to":18270,"date":"2024-05-21 14:15:43","modified":"2024-05-21 14:15:43","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Viva Summer - Primark","meta-description":"Viva Summer: Primark reveals new brand look and feel as it launches its latest summer collection","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Untitled-design-4.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17219,"post_author":"64","post_date":"2023-08-14 14:43:09","post_date_gmt":"2023-08-14 13:43:09","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003ePrimark\\u003c\/strong\\u003e, the international fashion retailer, has appointed \\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e as its global branding and creative agency partner following a three-way competitive pitch process.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs Primark ramps up its expansion across new markets, channels and products and grows\u00a0\\u003cbr \/\\u003eits brand across Europe and the US, VCCP has been tasked with creating a global creative platform that brings the passion of the Primark brand to life through all its communications. Building on the foundations of Primark\u2019s brand strategy, purpose and values which the retailer has spent the last year developing, the platform will act as the springboard for Primark\u2019s campaigns, with the first campaign going live in key markets US and Germany imminently.\\u003c\/p\\u003e\\n\\u003cp\\u003eVCCP will work with Primark to create a powerful and differentiated 360 visual identity as well as developing its brand architecture and supporting the retailer to build out its communications and vision around Primark Cares, its strategy to become a more\\u003cbr \/\\u003esustainable and circular business by 2030. The global account will be run by both \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e and \\u003cstrong\\u003eVCCP US\\u003c\/strong\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis follows the appointment of Michelle McEttrick last September to the newly created position of Chief Customer Officer with a remit to further develop the Primark brand and customer strategy.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eCommenting on the partnership, \\u003cstrong\\u003eMichelle McEttrick, Chief Customer Officer at Primark\\u003c\/strong\\u003e said: \u201cWe are delighted to be teaming up with such a talented group of people as we take the Primark brand to the next level. Our brand is at different stages across our 16\\u003cbr \/\\u003ecountries and with plans to reach 530 stores by the end of 2026, ensuring a simple, consistent, and focused approach which allows flexibility in-market will be essential for our continued success.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong style=\\u0022font-size: revert;color: initial\\u0022\\u003eJulian Douglas, International CEO, VCCP said: \\u003c\/strong\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003e\u201cVCCP\\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003e is thrilled to create a long term \\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003epartnership with Primark, an iconic brand on the shopping streets of Europe with huge global \\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003egrowth ambitions.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z293fPf\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z293fPf\"} \/-->","post_title":"Primark appoints VCCP as global branding and creative agency partner","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"primark-appoints-vccp-as-global-branding-and-creative-agency-partner","to_ping":"","pinged":"","post_modified":"2023-09-18 17:04:03","post_modified_gmt":"2023-09-18 16:04:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17219","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16413,"post_author":"61","post_date":"2023-04-14 08:59:30","post_date_gmt":"2023-04-14 07:59:30","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"814667111\",\"blockId\":\"25xLRw\",\"blockUniqueClass\":\"lazyblock-video-25xLRw\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eTomorrow \\u003cstrong\\u003eTango\\u003c\/strong\\u003e is launching \u2018Bust\u2019, a new multi-million pound integrated campaign conceived by agency of record, \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e and its content creation studio \\u003cstrong\\u003eGirl\\u0026amp;Bear. \\u003c\/strong\\u003eIntroducing a new brand platform \u2018dangerously potent flavour\u2019, the marketing campaign aims to attract a new core audience, Gen Z.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis is the second large scale campaign VCCP has launched for the brand following the award winning \u2018Tanguru\u2019 campaign which helped increase the brand\u2019s popularity. The Britvic brand has enjoyed a successful year, growing by 56% in retail sales value to \u00a384m, and cementing itself as the third largest and fastest growing fruit flavoured carbonate\\u003ca href=\\u0022#_ftn1\\u0022 name=\\u0022_ftnref1\\u0022\\u003e\\u003csup\\u003e[1]\\u003c\/sup\\u003e\\u003c\/a\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis campaign marks the first step into a new, long term brand platform that dramatises Tango\u2019s dangerously potent flavour and will be brought to life by an integrated agency team comprised of VCCP, Girl\\u0026amp;Bear (content creation studio), Infused (Britvic\u2019s in-house social team), Whalar (content creators)\u00a0Cirkle (PR), MSix (Media) and Bloom (Visual Identity).\\u003c\/p\\u003e\\n\\u003cp\\u003eThe iconic brand is on a mission to continue to increase its market share and introduce a younger generation to the delicious taste of Tango. Breaking the pre-existing category norms of the soft drinks market, Tango taps into its heritage distinct position of being bold, pushing boundaries and behaving mischievously, all while retaining its classic British humour roots.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt the heart of the campaign is a 60 second film directed by renowned comedic director, Ben Tonge, and produced by Girl\\u0026amp;Bear signals a return to the daring and bold adverts of Tango from the 90s and 2000s. The comedic spot focuses on a police raid busting a Tango lab. The police surround a house before bursting in and arresting a group of illegal cooks. In the rooms there are berries in packets, hidden Tango cans and beakers and test tubes containing a purple liquid. One of the officers tries a drop of the purple liquid and cannot stop dancing as he is lost to the powerful flavour of Tango. Two other police officers assess and discover that it is exactly what they thought, \u201cA Tango Dark Berry lab\u201d.\u00a0 The PC who tasted a drop is revealed to be \u201ccompletely Tango'd\u2019. The film ends with a secret motherload of Tango Dark Berry being discovered behind a fake wall.\\u003c\/p\\u003e\\n\\u003cp\\u003e________\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ca href=\\u0022#_ftnref1\\u0022 name=\\u0022_ftn1\\u0022\\u003e\\u003csup\\u003e[1]\\u003c\/sup\\u003e\\u003c\/a\\u003e Data source Nielsen IQ, Total market, MAT 23.03.2023\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eIn a world where young people feel pressured to play it safe and do what\u2019s expected of them, Tango wants to celebrate those who break free from the shackles of expectation and unashamedly go all in and fully express themselves. The audience's insights led to the creative idea of an imaginary world where Tango is such a dangerously powerful flavour with such an intense effect on users that the authorities want it banned.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eHarriet Dyson, Marketing Controller Fruit Flavoured Carbonates at Britvic said:\\u003c\/strong\\u003e\\u003cem\\u003e \u201cTango is a much loved bold british brand with a mischievous advertising heritage. We are excited to launch an exciting new campaign that demonstrates the power of our tangy fruit flavours. Bust is the first advert in our new \u2018dangerously potent flavour\u2019 campaign and we can\u2019t wait for everyone to \u201cGet Tango\u2019d.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eGeorge Wait, Creative Director at VCCP added:\\u003c\/strong\\u003e \\u003cem\\u003e\u201cTango is the reason many of us got into advertising in the first place, so we all knew we had huge shoes to fill when coming up with an entirely new campaign for the brand. Tango has always pushed the boundaries on what's acceptable for a soft drink and we've tried to honour this heritage, taking the brand back to its roots of comedic hyperbole. To celebrate the product's powerful flavour we've created a world, redefining the whole perception of Tango as a substance and giving new life to the idea of getting Tango'd. We're all really excited to unleash this campaign on the world and continue to play in this slightly ridiculous, edgy and unmistakably 'Tango' universe we've created.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe AV is being supported by a series of bold assets that are helping create a world where Tango is highly irresistible. The assets have bursts of bright colours against a black backdrop and hero the classic Orange, Apple and Dark Berry flavours.\\u003c\/p\\u003e\\n\\u003cp\\u003eFeaturing the popular Dark Berry Sugar Free flavour \u2013 the new campaign continues promoting healthier consumer choices as part of Britvic\u2019s \\u003ca href=\\u0022https:\/\/www.britvic.com\/sustainability\/healthier-people\/healthier-consumers\/\\u0022\\u003eHealthier People sustainability strategy\\u003c\/a\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will run in the UK from 15th April on TV, broadcast video on demand, social, online video and on cinema screens.\u00a0\\u003c\/p\\u003e\",\"blockId\":\"Z1oYbP1\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1oYbP1\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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