P20 is known by consumers for its characteristic rainbow on the packaging. The product, which was originally developed in 1979 and is manufactured by Riemann, only needs to be applied once daily for a full 10-hour effect. The company chose SQUAWS to launch 3 new spray-on varieties – sun factor 15, 30, and 50+. Also, we were asked to create a branding campaign that could add a lot of sunshine to the international markets. The campaign platform The Protector of Active People in the Sun was developed to target families, where fathers play an important role in motivating childrens sports activities.
The campaign has been a huge success, leading to an increase of 60% insales in the international markets – and alone in UK a 9% growth in this specific category.
Let’s just consider the job done!