OTC Work
Avène & Toni Garrn
How beautiful giving can be
Challenge and strategic goal
The dermo-cosmetic brand Avène was lagging behind its main competitors, La Roche Posay and Eucerin, in the categories of awareness and conversion. To strengthen the brand’s position in the relevant set of pharmacy customers and generate demand, a campaign with a POS (point of sale) focus was to be launched, significantly contributing to brand trust.
Idea
People trust brands that show attitude and commitment. Cause-related marketing is a contemporary success lever here.
Especially since social commitment is part of Pierre Fabre’s DNA. A brand face that can equally represent high-quality dermo-cosmetics and ethos was quickly found in the character of supermodel Toni Garrn. Toni also has her own foundation that supports women in Africa. Translated into the brand world of Avène, the joint campaign is aptly named “Making an Impact. Up Close.”
To achieve broad media impact in addition to POS presence, the cooperation between Avène and Toni Garrn premiered in a cinematic manner at a press event in a Berlin cinema palace.
