Cute Press: Midnight Sun

Chanya Sutthienkul

Local brand Cute Press, created an online "soap opera" to boost sales of its UV Expert White & Matte sunscreen in Thailand.

Campaign details

Brand: Cute PressBrand owner: SSUP Bangkok 1991 Co., Ltd.Lead agency: Ogilvy & Mather Bangkok Country: ThailandIndustries: Skin care, sun protectionMedia channels: Online video, Social media 

Executive summary

Cute Press is a local Thai cosmetics brand which struggled with its position in the facial sunscreen market, thanks to the competitive landscape being overwhelmed with global brand players focusing on innovation, technology and high SPF. Thai women, however, were left unsure about the products' performances and did not truly understand the scientific jargon.

The strategy was "Turn function into a...

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