Refining the target audience, to appeal to a new generation of consumer, was the starting point to our creative response.
Currently skincare brands are being majorly influenced by Gen Z. They are sophisticated, well researched and ethically responsible consumers. They have a voice and know how to use it. Above all generations, they are the ones driving change in the market – demanding inclusivity, sustainability, and transparency. We saw the need for Reef to listen, respond and reposition.
We took a brands as people approach to the campaign. Creating an anchor iconic brand persona to hook the consumer and create a lasting value proposition in their subconscious. One that could be used in all collateral to gain maximum visibility, frequency, and memorability. To meet the expectations of our audience, our brand persona needed to be an authentic representative of our ethnically diverse country – while representing Reef’s brand values. Above all, consumers needed to imagine being friends with them.
