To relaunch Rapid Wrinkle Repair, Neutrogena’s retinol gel cream, we created a campaign that showed our celebrities (Nicole Kidman and Jen Garner) in a fresh and authentic way. We started off with a great insight that reflected our target’s busy life, a lot can happen in one week. It was also tied to our claim of less wrinkles in 1 week.
We brought this insight to life in an integrated campaign which included TV, Facebook, Youtube and print ads. It was shown at the Golden Globes and the Super Bowl pregame show.
The Rapid Wrinkle Repair sales had been in decline (-18%) before the launch of the campaign. Once it launched, there was an immediate uptick when the new campaign went live with a total sales lift of +31% YTD.
Director/Photographer: Cass Bird