Launching a campaign to have people use sunscreen on cloudy days might sound absurd. That is why we skipped traditional media and used the most powerful medium of Neutrogena: the products itself. We invented a new product: ‘Neutrogena Cloudscreen’. It protects your skin form UV rays on cloudy days. The substance is exactly the same as Neutrogena Sunscreen. By launching this ‘new’ product we woke up people and have them realize that it is necessary to use sunscreen, even when it is cloudy.
The launch of Neutrogena Cloudscreen was supported by in store bannering, a radio campaign using a local weather man which led to the online campaign site.