Lindsay Robelen

Neutrogena: Creative Brief

What and Why are you Advertising?

I am advertising the importance of ensuring that people make wearing sunscreen, specifically
Neutrogena sunscreen, a part of their daily routines regardless of whether it’s the summer. My
goal in advertising is to grow more awareness around the Neutrogena brand and their variety of
sunscreen products for all skin types to encourage people to consistently buy and use Neutrogena
sunscreen throughout the entire year, not just the summer. By highlighting the product quality
and product offerings, I want consumers, whether they consistently buy Neutrogena or not, to
identify this brand as the provider for all their daily sunscreen needs.

Who is your consumer?

Beth is a 52-year-old mom of four who is a health-conscious sunscreen user concerned with
protecting her family’s skin as well as her own from harmful sun rays. Her summers consist
mostly of spending time at the beach with her family fishing, biking, and relaxing or traveling to
different cities for weekend-long lacrosse tournaments where they spend lots of time outside and
in the sun. She always encourages her family to use Neutrogena sunscreen over the summer. By
consistently making her kids apply this sunscreen during the summer growing up, she hopes she
has made it part of their summer habits. Even though she knows it’s important to wear sunscreen
or some form of SPF every day, Beth does not encourage and ensure that her family wears
sunscreen in the colder winter months the same way she does during the summer. Since she cares
deeply about her family’s health and protecting them, she wants to encourage her family,
especially her three kids that are away at college, to continually take steps to protect their skin
throughout the entire year.

What is the Most Important Insight You Found and What is the Rationale Behind the
Importance of this Insight?
Neutrogena has become the sunscreen brand she trusts the most for protecting her family’s skin
from harmful UV rays because it meets the skin needs of her entire family through their range of
sunscreen products. The product variety, consistent quality, and skin benefits of Neutrogena
sunscreen have established a strong sense of confidence in the brand. This encourages her to
continually purchase and use these sunscreen products throughout the summer since her family is
active and spends a great deal of time outdoors. This insight is the most important because it
demonstrates a strong association between feelings of trust, protection for her family’s health,
and happy memories of family summers and Neutrogena sunscreen. It also reveals why she is
motivated to buy Neutrogena sunscreen over other brands and why she continually returns to this
one brand to fulfill her entire family’s sunscreen needs. The insight also demonstrates a lack of
an association between Neutrogena sunscreen and daily sunscreen use which we can tap into in
order to influence Neutrogena users like Beth to purchase products for her family throughout the
entire year encouraging them to wear sunscreen on a daily basis.

What do you want them to think?

Wearing Neutrogena sunscreen or a Neutrogena moisturizer that contains SPF should be part of
everyone’s daily routine in order to protect their skin from harmful UV rays. Even though people
frequently purchase and use Neutrogena sunscreen products over the summer, these products
should be worn everyday regardless of the time of year. UV rays that cause skin damage and lead
to skin cancer are always present whether it’s sunny, hot, cold, or cloudy, so people should be
aware of the danger of sun exposure. We want people to not only make a habit of putting on
sunscreen every day, but more importantly, when they think of daily sunscreen use, we want
them to think Neutrogena.

Advertising Tone
Since the goal is to encourage consumers to purchase and use Neutrogena sunscreen products
throughout the entire year and understand the importance of protecting their skin outside of just
the summer, the advertising tone should be informative yet positive and friendly. To ensure that
people understand the importance of daily sunscreen use, we should use an informative tone.
However, we should take a more positive approach by offering the long-term benefits of daily
sunscreen use such as reduced sun spots, wrinkles, and chance of skin cancer so that consumers
aren’t motivated to buy Neutrogena out of fear. The tone should also be inclusive to demonstrate
the variety of product offerings Neutrogena sunscreen has for different skin types so that
consumers identify the brand as the one stop for all their daily sunscreen needs. To measure
whether the advertising campaign was successful, I could monitor sunscreen purchases
throughout the year prior to the ads to get a baseline of when people buy most of their sunscreen
and compare this with yearly sunscreen purchases after the ads air. I could also release a survey
to current Neutrogena customers prior to the campaign asking them the frequency in which they
use sunscreen whether it’s daily, more intermittent, or only during the summer and compare this
with consumer survey responses after the sunscreen campaign is released to see if there is a
change.