Scrub was believed by women to exfoliate the dead skin cells. Client expected the campaign to change the existing popular belief that scrubs is unsafe to be used daily. We were also challenged to increase believability of the product on a single ad.
Research found that scrubbing was a daily bathing ritual of a princess. This fact also coincided with the “Princess” icon in their packaging as we decided to leverage the image of a “Princess” to strengthen the brand association.
The intention was to educate the target market to scrub bathing everyday like the princess.
This approach was proven to be successful in increasing awareness and believability for women to begin taking scrub on their bathing every day. The product was awarded as Top Brand for 3 consecutive years and achieved highest perceived quality in its class.