Piz Buin - Get It On 2022

Nielsen & Kantar research revealed Piz Buin shoppers had left the category as travel ceased, we were seeing switching to new competitors and retailers were talking about delisting the range.

What’s more, consumer interviews showed the Piz brand was becoming less relevant as they were more interested in protection and higher SPF products. And this was the same view shared by our retailers, such as Tesco, who were more focused on sun safety than ever before.

So we had a job to do to bring growth back to Piz and to revitalise the brand.

Using the well-known government message ‘Practice Safe Sex’ as inspiration - The in-house team partnered with brand to develop the ‘Practise Safer Sun’ platform. . This message focuses on encouraging shoppers to still enjoy the sun, but to do is safely with Piz Buin. This was later expanded into the ‘Get it on’ campaign.

The in-house team, brand & shopper worked collaboratively to develop the look and feel of the campaign into 4 key visuals to execute. This included choosing the colors, background, setting to ensure we didn't lose the brand equity along with a diverse range of models & relationships to open the brand to a diverse audience.

To ensure best-in-class execution online & in-store the ecommerce & Shopper teams were consulted throughout & were actively involved in ensuring the campaign assets were developed with their channels in-mind.

Working in close collaboration with the insights team, consumer testing was carried out throughout the initial concept stage, final concept, & the final key visual. Claims testing was also carried out to identify the claims with the maximum
impact at shelf & online.

Almost 60% of those aged 18-44 said they would be likely to purchase Piz after seeing the new adverts. 3/4 of respondents
said the ad ‘highlights the importance of wearing suncream to protect your skin’