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. Sun care packaging design played a key role in changing these perceptions, helping Neutrogena Sun Care provide strong UV protection with a clean, lightweight, and invisible finish.

Together, we set out to create a campaign that would begin to shift 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. Sun care packaging design supported this strategy by visually communicating the product’s clean, lightweight, and skincare-like qualities.

The creative strategy built on elevating the aesthetics of the product and showing 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.