to disrupt the category, including its marketing tropes. Instead of selling SPF using beautiful women on a beautiful beach, SDWM is using animated tradies, sporting mullets and drinking Monster, and a positioning - 鈥楾he Sun is Not Your Friend鈥 - that spotlights the sun as a villain.
In a humanised sun disturbingly licks a tradie until he鈥檚 totally sunburnt. The animation is slightly crude, as is the language. It ends with a jingle made by Production Alley.
SDWM鈥檚 creative director Jess Wheeler told 天美棋牌, 鈥淭here鈥檚 a tension there, given it鈥檚 such a serious issue, but that鈥檚 also how Australians tend to deal with this kind of thing. By having a laugh and then getting down to business.鈥
The campaign is coupled with OOH posters splashed with the positioning line, while the packaging features a bold font and bold colours: yellow and black. SDWM said the approach brings a 鈥渄egree of sensible aesthetic edge to a category devoid of real feeling and meaning.鈥
Jess鈥 issue with the category is that, despite other disruptors like Ultra Violette and Vacation entering the market, it still largely advertisers to 鈥渨omen in bikinis鈥 and families.
鈥淭he sun doesn鈥檛 just magically appear when you鈥檙e on vacation. The sun is there when you鈥檙e working outside building a shed. It鈥檚 there when you鈥檙e having a three hour surf.
鈥淭he fact that sunscreen brands have positioned sunscreen as something that mostly women in bikinis by the pool and families at the beach use - when it鈥檚 primarily men spending extended periods of time outside and subsequently contracting skin cancer - is a glaring communication issue.鈥
Everything about this launch is uniquely Australian, from the name to the humour to the category itself. We鈥檙e hoping it does exactly what Jess and the team are aiming for, and becomes the 鈥渕ost talked about sunscreen brand in the world.鈥