WELEDA NIPPLE CARE CREAM
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.