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.
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Your mother’s skincare brand is in crisis and needs a facelift. Also, scientists proved that Olay Regenerist hydrates better than that cream that was eaten with a spoon by its founder.
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If it hydrates better than the cream that costs $400, it must hydrate better than all of the ones that cost less. We kept the brand in its classic black world, but with a twist. The explosive campaign was as visually intriguing as it was factually true.
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.