Sunscreen gets sales promo boost

Six companies create concept for fictitious product in response to briefIn this special report, six marketing and communications companies create a sales promotion for a fictional product - a sunscreen for highly active adults called Screen d'Or.Each of the companies was...

Six companies create concept for fictitious product in response to brief

In this special report, six marketing and communications companies create a sales promotion for a fictional product – a sunscreen for highly active adults called Screen d’Or.

Each of the companies was provided a detailed brief which outlined the product’s marketing case history.

Each company was given about one-third of a page to present its concept. Two of the six, Promotion Blitz and Cundari Group provided their submissions as finished art.

The submissions, each identified with a sun icon, start on the following page and continue to page 31.

The company

The client is a medium-sized Toronto-based Canadian company specializing in the manufacture and marketing of health and beauty products.

The company has been in operation in Canada for the past 10 years.

Its products, which are distributed nationally, have performed adequately as second-tier brand names.

The company is viewed by the retail trade as a solid, dependable client, easy to deal with and fair in its negotiations.

The situation

The company feels poised to make important inroads through a new product called Screen d’Or.

Screen d’Or is a combination sunscreen and skin lotion targetted to active men and women.

After two years, Screen d’Or has achieved better-than-average results for a new product in its market, in spite of the fact that it has had relatively little advertising support.

The client is certain that Screen d’Or has great long-term potential.

The product

Screen d’Or has just enough uv protection to ward off dangerous amounts of sun exposure, but not so much that it prevents ‘light golden’ tanning.

Made from natural ingredients, the product has skin-softening properties that address concerns over dry skin resulting from exposure to sun, wind and extreme temperatures.

But unlike many sunscreen products on the market, Screen d’Or penetrates the skin, so it does not feel greasy. Also, the product emits a healthy, youthful scent which is not ‘perfumey’ and is both pleasing and appropriate to both sexes.

In short, Screen d’Or is perfectly positioned as an answer to the following key concerns of 30-to-45-year-olds who are highly active in outdoor activities such as cycling, jogging, hiking, golfing and skiing:

- It is based on natural ingredients and, therefore, satisfies concerns over product purity.

- These ingredients and their skin softening and protection properties satisfy concerns over potential skin damage due to over-exposure to the elements.

- Its uv protection addresses concerns over hazardous exposure to uv rays.

- Its uv protection level of 15 is such that users can still attain a ‘healthy’ tanned look.

- The skin moisturizing component makes Screen d’Or comparable to any leading after-sun moisturizer.

- Its non-greasy quality appeals to highly-active men and women.

The success of Screen d’Or will depend on the company’s ability to position it as a dual-benefit product: it protects you from sun, wind and harsh temperatures naturally, so that you do not have to worry about being outdoors; yet you are able to get a healthy-looking tan.

Both of these are key issues within the target group, i