NEUTROGENA SUN CARE
A communication campaign designed to make Neutrogena shine.
The one thing every Australian loves to hate on is sunscreen – an absolute and undeniably necessary protection against the harsh sun, but also a sticky nuisance. In fact, 51% of consumers hate using sunscreen based on that perception alone.
This insight led to Neutrogena Sun Care, providing strong UV protection with a clean, lightweight and invisible finish. Together, we set out to create a campaign that would begin to change the bad rep of sunscreen.
Australians are known for their straight-talking, and with this in mind we built the campaign around colloquial, to the point and relatable messaging.
The creative strategy built on elevating the aesthetics of the product, and show how it behaves like skincare to drive changing perceptions. Bright colours and skincare aesthetics drove our visual communication.
The campaign achieved a growth of 2.5 share points, as well as successfully sourced volume from key competitors.
What we did:
Limited Edition packaging design, Key visual, Digital toolkit, Activation
Associate CD
SEA
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Global CFO
Text
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Managing Director
APAC
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