CAROLYN CASERTA

OBJECTIVE / CHALLENGE

Promote the launch of Curel’s new Rough Skin Rescue lotion. Create a ‘stand-out’ campaign that generates credibility within the therapeutic lotion category by touting the benefits of this efficacious formula.

SOLUTION / APPROACH

Leverage the visual ‘tactile’ metaphor of sandpaper to bring the consumer insight to life. Position Curel Rough Skin Rescue as the ultimate ‘breakthrough’ solution to conquer dry, rough skin.

SCOPE

Conceptual Development
Storyboards
Scriptwriting
Direct (Live Action / VO Talent / Print Design)
Produce / Contract Studio

STATS

The Sandpaper TV showed a marked performance improvement in multiple areas (compared to 'Ultra Healing' benchmark agency spot). Scores for Inspiring Action 'Purchase Intent', Clear Messaging, Brand Consistency and Simple 'straightforward/concise' Messaging were above average. Distinctiveness and Stand-out 'Fresh/New' scores were also high in comparison to other HBL ads.

OBJECTIVE / CHALLENGE

Create a TV spot to introduce the launch of a new Ban product line ‘Refresh Cooling Body Cloths’. Clearly articulate this differentiated product form, usage occasion and key benefits.

SOLUTION / APPROACH

Feature a ’day-in-the-life’ of our active consumer target as a means to establish the insight ‘need’. She is often going from one activity to the next and seeks a solution to refresh, cool-down and recharge ‘on-the-go’. The end benefit ‘pay-off’ is brought to life in an authentic way as our hero demonstrates the wipe ‘in use’. Focusing on relatable activities and interactions that directly speak to our target audience, helps to reinforce credibility of the Ban brand / product offering.

SCOPE

Conceptual Development
Storyboards
Script Writing
Direction (VO / On-Camera Talent)
Produce / Contract Studio

OBJECTIVE / CHALLENGE

Promote the launch of Curel’s new Itch Defense product line. Drive purchase consideration among the ‘dry skin sufferer’ consumer target who endlessly tries everything and anything to get relief from her problem skin.

SOLUTION / APPROACH

Flip the problem on its head. Create category ‘stand-out’ / differentiation by ‘celebrating’ Curel as the solution to manage dry, itchy skin. Engage and entice our target with the promise to ‘FEEL’ the Cure in Curel. Use the metaphor of an itchy wool sweater to establish the insight in an authentic way.

SCOPE

Conceptual Development
Storyboards
Scriptwriting
VO Talent Direction
Produce / Contract Studio

STATS

The 'Itchy Sweater' Celebration Concept received ASI test scores significantly above the benchmark at the 90% confidence level in the following areas: 82% Definitely Would Buy / Persuasion scored a 148 (average 70-130) / Brand Recognition scored a 54 (category norm is 47) / Believability 'long-lasting relief' scored a 58 (control scored a 27).