The Campaign

Teens panic when pimples pop up. And panic always leads teens to make wrong pimple ridding decisions. ACNES, the ‘Expert of teens acne problems’ designed the ‘ACNES Don’t Panic Kit’, a first-aid pimple repair kit that reminds Thai teens to keep calm and treat pimples by yourself first before making bad pimple decisions.

Creative Execution

Design Concept: Face the mirror. Teens panic about pimples most when they face the mirror. Therefore we designed the ‘ACNES Don’t Panic kit’ to also face the mirror, helping teens to turn their panic into problem solved. Through the use of fun character design, we literally put the pimples to special use designing them as suction cups for the kit to stick to the bathroom mirror.

Indication of how successful the outcome was in the market

Even with a small budget of 25,800 USD, over 4 million Thai teens saw the ‘ACNES Don’t Panic Kit’. From a brand with hardly any share of voice, ACNES became a brand that Thai teens were talking about, which shows that a simple mechanic can have a massive impact. This resulted in ACNES cleansing foam being in high demand with a 23% sales growth in shrinking market. Moreover, the kit did its job of reminding teens that the correct way to treat pimples is to keep calm and treating it yourself first, before going to beauty clinics.

Turn a problem into the opportunity – if Thai teens are turning to skin experts, ACNES then needed to act as the ‘expert of teens acne problems’ that gives the correct advice for Thai teens to properly treat their pimple problems through simply washing with ACNES cleanser.