SunSense – Untoasted

The brief
Shelf space is severely limited in Hong Kong. SunSense, a newcomer to the sunblock market, has a low shelf presence within a very competitive category. What it needed was a way to raise its profile.

The creative solution
With a tight budget and little brand recognition, we had to get creative – SunSense Untoasted.Specially designed metal plates were placed inside toasters – blocking the element and leaving part of the bread untoasted. It dramatically illustrated the selling point of SunSense – keeping your skin burn free this summer. The SunSense toasters were installed at the buffet counters of beachside hotels and resorts – where customers were most likely to hit the beach after breakfast. Customers were then directed to the SunSense sales kiosks next to the resorts. It dramatically illustrated the selling point of SunSense – keeping your skin burn free this summer.

Advertising Agency: Grey Hong Kong
Executive Creative Director: Victor Mangguino
Creative Director: Graeme Brimmer
Copywriter: Wilson Ang
Art Director: Tik Lau, Carmen Wong, Choi King Shan
Year: 2010