Cases

The brief

To develop an international creative concept and brand idea for Riemann’s ‘once a day’ sun protection brand P20. The category of ‘once-a-day’ products is still rather new and consumers are used to applying sun protection several times a day. Therefore the campaign had to convince consumers that once-a-day treatments are effective.

Furthermore the category is highly price driven and value brands such as Nivea, Ambre Solaire and Boots’ own-label Soltan is gaining market share across Europe in both volume and value, emphasizing the need for a unique and ownable territory for P20.

The work

The challenge was to find a creative hook to convey a very complex and rational product story (once-a-day, very water resistant and easy to apply) in an easy to understand and emotive way across markets.

The creative solution was to use the figure of a lifeguard as an iconic endorser and brand advocate under the headline “Who protects the lifeguard?”. The insight being that lifeguards are the first on beach in the morning and the last ones to leave. They need all day, secure, hassle-free protection. So if it’s good enough for the professional, it’s good enough for you!