Originally an Award school brief, now mocked up

Background: Weleda’s Nipple Care Cream is a lightly textured yet rich moisturiser, designed for use during pregnancy and breastfeeding

Task: Successfully identify a new target audience to expand the use occasion of the Nipple Care Cream and drive Weleda’s growth

Target audience: Males suffering from nipple chaffing while competing in sports

Insight: During sports, we get sweaty. And when this rubs against our clothes, it can cause discomfort. Females don’t typically experience chaffing due to the use of sports bras.

Prop: Preparation is the key to winning.

Media placement: DPS in runner's/sports magazines. 

The two pages of the ad are initially stuck together, until the reader rips them open to reveal the message.