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When the problem becomes the solution
Project type
Brand Revitalization
Year
2016
Client
Maxi-Peel, Splash Corporation (one of the biggest local personal care brands in the Philippines)
Agency
Publicis Jimenezbasic
The older the brand, the more it has to lose, the harder it is to be brave. But also the more rewarding.
THE PROBLEM:
Maxi-Peel was a dying brand. It was an exfoliant that took 60 days to work and it caused stinging and breakouts operating in a world of quick and painless pimple solutions.
OUR SOLUTION:
First things first, I had to experience it myself because how bad could it be right? And oh boy was it bad. Did it sting? Yes. Did I breakout? Yes. Was it also Christmas and were we cramming submission before the holiday break? Also yes. But did my face also eventually peel to reveal an even smoother skin. Hell yeah. So now we have our story. Leveraging a culture of “no pain, no gain”, we embraced all the brand flaws and turned the problem on its head by positioning the purging as a necessary part of the real beautification process in a way that gave hope to many women who suffered from extreme pimple breakouts. The campaign was called “The Beautiful Truth” and it showcased the whole 60 days in its rawest, most unfiltered form, getting Filipinas to go through the journey with us through digital platforms.
RESULTS:
It’s 2024 and the brand is still alive, giving hopes to Filipinas worldwide. We drove usage and reversed business decline. We got a few blings.
BRONZE, TANGRAMS ASIA 2016 (Formerly Asian Marketing Effectiveness & Strategy Awards) under Effectiveness in Pharmaceuticals and Beauty Category (only 1 of 2)
BRONZE, APAC TAMBULI AWARDS 2016 under Humanity and Culture Category (only 1)
SILVER, IMMAP-BOOMERANG AWARDS 2016
BRONZE, ARAW AWARDS 2016 for Branded Content
