Aloe Vera gel
To create a campaign that simultaneously uses humour, to engage with the public, while retaining a serious message about relieving sunburn and wind damage. With such a saturated market for Aloe Vera products, we needed to put Plunkett’s Aloe Vera in front of the pack.
To separate Plunkett’s Aloe Vera from its competitors, our copy was orientated around the product’s main point of difference – being 99% pure. Using repetition of the word ‘pure’ throughout the copy, it places an importance on what buyers should look for when choosing from the vast selection of aloe vera products. The copy ‘pure summer lovers’ also suggests a lifestyle that goes hand-in-hand with the product.
Visually the campaign speaks with humour, yet it presents a harsh and painful experience that many of the potential buyers can identify with.