UV Triplegard's case for avoiding the sea of sameness
Advertiser UV Triplegard – Valeant Pharmaceuticals
Author David Cousins
Total Campaign Expenditure $500 - $1 million
Sometimes it's not so much what you do but what you don't do that sets you apart. In the case of the once-iconic sunscreen brand UV Triplegard, declining so fast there was little more to it than a G-string on a bather at the south end of Bondi, the challenge was to turn the brand around without using the familiar imagery or dominant media so convincingly owned by its much larger competitors.
We love to glorify our status as the sunburnt country, but it has a darker side. Australia has the highest rate of skin cancer in the world1, accounting for 80% of all new cancers diagnosed2. The use of sun protection, including SPF 30+ sunscreen3, is an important preventative health measure actively promoted by government, medical institutions and not for profit organisations.