ZUMBA

As a legacy brand in an increasingly crowded fitness market, global Latin fitness brand Zumba® challenged us to create a full communications campaign that would both attract and engage a younger demographic without alienating its core audience. 
 
We understood the delicate balance of protecting existing brand equity whilst challenging brand perception and produced a series of full communication campaigns partnering  Zumba® with authentic and fun dance-fitness celebrities, which resonated across both audiences and embodied the energy of the Zumba®brand personality.  This saw us manage and deliver several successful celebrity-led campaigns across events, media and social with talent including Fleur East, Giovanni, Ashley Roberts and TikTok star It's Just Nife, which both challenged brand perception bringing Zumba® to a new audience and had cross-generational, inclusive appeal.