We surprised Alberto Culver by injecting new life into an iconic brand.
Noxzema
While the total Brand repositioning was being undertaken, we created an interim print and digital campaign inviting adult women to “Come Clean” about their skin issues. We also conducted qualitative and quantitative research to define a new target: the Insecure Seeker and to inform new packaging development.
The Challenge
What happens when a multinational CPG conglomerate in search of a Global Agency of Record for what is arguably its most iconic brand, Noxzema, is forced to dismiss the current Agency of Record before the search can be completed? Going dark in the marketplace until a new AOR could be hired simply wasn’t an option. In addition, there was a critical need to bridge the gap between current brand offerings and planned new product development; and everything was further complicated by negative perceptions of Noxzema and a stereotyped teen target that had created a chasm between trusted heritage and actual use. So what do you do? You issue an RFP to find an exceptional interim agency to carry you across the gap.
The Insight
After winning the pitch for this interim assignment, we first examined existing research learnings and realized that a generation of former users retained enough goodwill about Noxzema to be open to new brand possibilities. We sensed this was an opportunity with great potential because the skin care needs of these former users (adult breakouts and fears of premature aging) were not currently being met in the marketplace.
The Solution
While the total Brand repositioning was being undertaken, we created an interim print and digital campaign inviting adult women to “Come Clean” about their skin issues. Research was conducted to define a new target: The Insecure Seeker that also helped to inform new packaging development.
The Results
68% ad recall, 5.8 million print impressions in conjunction with the “Come Clean” campaign, 8 million total digital impressions, 47% click through rate to Noxzema.com.
Two years, one digital and print campaign, one sales video, multiple research efforts, and one Brand Week recognition later, we finally passed over the reigns to the new Global AOR.
