In store, POS, on-pack, packaging, print, experiential, retailtainment, OOH

 

Cases of skin cancer in young people were increasing dramatically. Our work with Boots on their Botanics brand led to an invitation to present some top line ideas on how Boots could help turn the increase around.

 

We discovered a unique new technology developed by a university student in Philadelphia. They'd created a rubber that was sensitive to UV light, changing colour the longer the material was exposed - from pure white to deep purple.

 

We proposed using this discovery to create a range of unique wrist bands that would change colour as millennials spent time outdoors. Once the band turned purple, it was an indication that the wearer needed to apply more sun screen, cover up with clothing or head for the shade.

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To appeal to the younger audience and make sun care fun, the rubber bands were packaged to look like condoms. Even the instructions and illustrations inside mirrored those inside a condom packet.

 

The Practice Safe Sun range would be given away free in parks and outdoor spaces throughout the summer promoting sun care and the Boots Soltan range. They would also be given away in stores with every purchase of Boots Soltan sun cream.