OLAY REGENERIST
A brand literally on the chopping block and the single campaign that gave it new life. The results of filling the competition with explosives were staggering — sales in the green for the first time in years.
We were given the claim: Olay Regenerist hydrates even better than the $400 cream. We took it, we ran with it. What better way to show that you’re better than to… literally blow up the competition?
This communication strategy became an instant classic within P&G. It still runs to this day — 7 years later — and after becoming a tentpole of the company’s marketing, it has inspired work from other P&G brands, like Pantene.
ADDITIONAL OLAY WORK [VIEW OLAY CLEANSING] [VIEW OLAY SPF]