Title | ‘COLIN SPLODGE AND THE SIZZLEDODGE’ |
Brand | EDGEWELL - BANANA BOAT |
Product / Service | BANANA BOAT SUNSCREEN |
Category | B02. Promotional Item Design |
Entrant | J. WALTER THOMPSON Sydney, AUSTRALIA |
Idea Creation | J. WALTER THOMPSON Sydney, AUSTRALIA |
Production | J. WALTER THOMPSON Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Simon Langley | J.Walter Thompson Sydney | Executive Creative Director |
Jay Morgan | J.Walter Thompson Sydney | Digital Creative Director |
Steven Hey | J.Walter Thompson Sydney | Senior Writer |
Dylan Soopramania | J.Walter Thompson Sydney | Senior Art Director |
Nick Doring | J.Walter Thompson Sydney | Designer |
Matthew Scott | J.Walter Thompson Sydney | Designer |
Lillian Davidson | J.Walter Thompson Sydney | Print Producer |
David Follett | Watermark | Illustrator |
The first ever sun-activated kid’s book, ‘Colin Splodge and the Sizzledodge’ is fun story built around important sun safety advice for families, with an extra, innovative twist. The pages of the book were printed with special UV-reactive ink, to only reveal the hero character and a key sun safe tip when they’re exposed to sunlight. So when the Sizzledodge character is visible, children are reminded they need to wear their sunscreen, put on a hat and find the shade. Importantly, the book was designed for Mum to read along with her children.
The book was published for distribution to Australian families. It was launched at Australia’s most famous beach – Bondi Beach – a with a reading from well-known mum and TV star Madeline West, and was available for parents to order to order via mammamia.com, supported by a digital and social campaign.
• Mum’s positively received the education messaging. The campaign scored in the top ten percent of Kantar Millward Brown’s database on areas such as: delivering new information, delivering credible information and improving likelihood to purchase Banana Boat. • Commentary on social media was overwhelmingly positive – a major turnaround from the previous year’s social media firestorm. • Media coverage reinforced this positive reception with outlets praising Banana Boat for taking on a leadership role in the category. • While more education needs to be done, Banana Boat knows it has a way to positively educate both parents and children – and one it intends to invest in again in Summer 2017.
Banana Boat had a delicate challenge on its hands. Kantar Millward Brown identified that the issue was that people weren’t complying with application guidelines (quantity and reapplication). But how do you tell Mum – Banana Boat’s core audience – that they may have put their children at risk? Mums were already angry with Banana Boat; anything perceived to be blame shifting risked further harm to the brand. But as market leader Banana Boat had a responsibility to help Australians to be sun safe. We couldn’t educate Mum directly, but we did know someone she would be more receptive to – her children. Children are constantly telling Mums what they’ve learned at school. Was there a way we could leverage an existing behaviour to expose Mums to education messaging? This lead us to our core strategic approach: get children to educate their parents on sunscreen application.