Palmer's
Owning Summer (2022-26 work)
Overview
Five summers. One increasingly unmissable brand.
Since 2022, JAA has helped Palmer’s turn summer into a platform for growth. From playful activations and culturally relevant TV to high-impact OOH, CTV and data-led media, each year has built on the last – recruiting younger audiences, launching products and keeping Palmer’s front of mind.
The Real Problem
How do you make summer a season your brand can own?
Palmer’s competes against skincare brands with bigger budgets and significant media presence. The challenge was to protect its loyal customer base while attracting younger consumers, launching new products and keeping a heritage brand culturally relevant.
The Trait
Heritage doesn’t have to mean traditional
Palmer’s has distinctive products, strong recognition and personality. Rather than follow bigger competitors, we’ve used those strengths to behave differently – finding memorable ways to put Palmer’s into the places, programmes and moments that make sense for the brand
The Strategy
Build on every summer
From Palmer’s Green in 2022 and Love Island in 2023 to It’s Thicc murals in 2024, each summer built on the last. Holiday in a Bottle added data-led media in 2025, before 2026’s Summer of OOH took Palmer’s across screens, streets, gyms, retail and transport.
The Tactics
From Love Island to London buses
TV, BVOD and CTV combined with station takeovers, murals, digital screens, Underground and fully wrapped buses. Audience and transactional data increasingly guided where Palmer’s showed up, while smart buying made investment work harder.
The Results
Five summers of building momentum
The long-term strategy has translated into sustained commercial growth while successfully recruiting the younger consumers central to Palmer’s ambitions.
5.0%
+£4.7m
+681.7k
44.9%
