REVERSE AGEING - INTEGRATED - OLAY by Ace Saatchi & Saatchi Makati for Olay

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REVERSE AGEING - INTEGRATED - OLAY

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Industry Skin Care
Media Design & Branding
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Executive Creative Director Andrew Petch
Creative Director Trixie Diyco
Art Director Emman Carandang, Biboy Royong
Copywriter Aste Gutierrez
Producer Dennis Obien
Account Supervisor Lou Santos, Junnis Martinez
Released February 2012

Credits & Description

Category: Promotional Item Design
Advertiser: P&G
Product/Service: ANTIAGING / SKINCARE
Agency: ACE SAATCHI & SAATCHI
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Creative Director: Trixie Diyco (Ace Saatchi & Saatchi)
Copywriter: Aste Gutierrez (Ace Saatchi & Saatchi)
Art Director: Biboy Royong (Ace Saatchi & Saatchi)
Art Director: Emman Carandang (Ace Saatchi & Saatchi)
Account Supervisor: Junnis Martinez (Ace Saatchi & Saatchi)
Account Supervisor: Lou Santos (Ace Saatchi & Saatchi)
Producer: Dennis Obien (Ace Saatchi & Saatchi)
Final Artist: Dovie Raquel (Ace Saatchi & Saatchi)
Media placement: DM PACKAGE AND COMPACT MIRRORS - GIVEN TO PR PARTNERS OF PROCTER & GAMBLE - FEBRUARY 2012

Describe the brief from the client
Olay Philippines, the Philippines' leader in anti-ageing skincare products, wanted to reach out to a specific market of AB fifty-something females, with its new offering - Olay Regenerist. It is an anti-ageing cream that guarantees the most dramatic results: it reverses ageing by erasing fine lines, wrinkles and crow's feet the instant the cream is applied to the face.

Describe the challenges and key objectives
Compared to other anti-ageing creams in the market, Olay Regenerist sold at almost double the price. In a market flooded with so many anti-ageing and other skincare creams, the price difference only made it more difficult to grab consumers' attention, let alone make them stay to find out about our benefit. The objective therefore was to grab attention and communicate the dramatic benefit in an equally dramatic way.

Describe how you arrived at the final design
We crafted a short and simple, clear but dramatic expression of the benefit of Olay Regenerist: Reverses Ageing. We then applied that idea to the average numerical age of our target market - 52-year old women. We then experimented with various typefaces and positions and placements, so that the reverse of the numerical age would read a younger age - the age you will look, after applying Olay Regenerist to your face. We then translated the idea to channels relevant to our target consumers - posters for ladies room mirrors, compact mirrors, and a special packaging.

Give some indication of how successful the outcome was in the market
The Regenerist Campaign showed positive results with Php2.5m in sales in its launch month. During the course of the Campaign, sales for the product continued to increase to Php3.8m in March.
In comparison, Pond’s Age Miracle (Olay Regenerist’s main competition) only registered Php1.5m in sales when it relaunched in January with three times more media spend; and continued to decrease to only Php0.8m in February.
The Regenerist Campaign made the product the second best-selling Olay product in major drug stores and the top-selling product over its other SKUs.