Speedo is repositioning itself for a lifestyle audience with a new campaign bringing back its Aussie roots.
Speedo is forgoing its usual Olympic campaign in favour of a bold new positioning that puts the brand’s Australian heritage front and centre.
The swimwear brand, which is so synonymous with swimming shorts many people use the brand name as a shorthand, usually takes an Olympic Games as an opportunity to play up its performance credentials and highlight the athletes wearing the product in the pool.
For senior vice-president, Simon Breckon, the ‘Go Full Speedo’ positioning opens up the “aperture” of the brand to become more inclusive.
