Unlike New Zealander’s, our research told us that Aussie’s don’t resonate so strongly when focussing on ‘natural’ ingredients. Our campaign creative ‘Nature’s Sunscreen’ was not going to connect with this market. We needed to understand this new audience to discover what would make them tick.
INVISIBLE ZINC was originally developed in Australia in 2003. It’s core ingredient, zinc, protects skin by providing a physical barrier to reflect UVA & UVB rays off the surface, instead of absorbing rays like other sunscreens do. Due to its geographical location, Australia experiences some of the highest levels of solar UVR in the world. Australian’s are well educated on the strength of their sun and as a result expect their sunscreens to provide the highest-level of protection.
Australian made is also an important purchasing factor for Australian’s – so much so that for the past 35 years there has been an Australian Made, Australian Grown (AMAG) logo used to help brands communicate their credentials to consumers.
We combined these truths to position INVISIBLE ZINC as the Australian sunscreen, for the Australian sun.
‘For Aussie Sun’
With this statement, we establish INVISIBLE ZINC as THE sunscreen for the harshest climate. A confident statement, speaking to a superior formulation – and proudly Australian.
We then aligned the campaign creative with the New Zealand market to create a cohesive design along with a campaign guide and messaging matrix – a playbook to hand over to the AU team for implementation.
