The Challenge
In New Zealand, we established a clear positioning built on ingredient-led differentiation.
However, expanding into Australia introduced new complexity.
Different audiences, different retail environments, and a broader competitive set meant the brand needed to work harder while remaining consistent.
Therefore, the challenge was to retain the core idea while ensuring it remained relevant and effective in a new market.
The Insight
Strong positioning works when it is built on something real and transferable.
In this case, the opportunity was clear.
Aussie consumers don’t choose sunscreen based on ingredients alone. Instead, they prioritise protection, performance, and confidence in real-world conditions.
This reframed the role of the brand and led to the development of the positioning statement “For Aussie Sun”.
So, rather than leading with natural credentials, Invisible Zinc needed to lead with effectiveness.
Because this truth reflects how people actually make decisions.
The Strategy
We focused on consistency first, adaptation second.
Instead of rebuilding the brand for a new audience, we extended the existing positioning system.
One idea. Multiple markets.
This ensured that the brand remained recognisable while allowing for contextual flexibility.
The Brand System
We evolved the system to work across both markets.
First, we retained the ingredient-led narrative as the central organising idea.
Next, we adapted messaging and execution to suit the local context without diluting the core positioning.
In addition, we ensured visual and structural consistency across all touchpoints.
This created a scalable and cohesive brand system.
Execution
We applied the framework across campaign, product communication, and brand assets.
Each execution reinforced the same core idea while allowing for local nuance.
As a result, the brand maintained both clarity and flexibility.
The Outcome
The work demonstrated that strong positioning can scale.
By building the brand on a clear and transferable truth, we enabled Invisible Zinc to move confidently from one market to another without losing identity.
Ultimately, the project proved that consistency drives recognition, and recognition drives growth.
