JERGENS
The Feel-Good Feeling
Once known as the freebie at the gym, Jergens needed a serious glow-up. To modernize this heritage brand, we launched its first-ever masterbrand campaign, The Feel-Good Feeling of Jergens, which leaned into brand heritage and its comforting appeal to consumers. The campaign featured Leslie Mann as our almost-too-honest voice, and her daughter Maude Apatow, as the normie sidekick. The campaign brought wit, warmth and a little sass to the body care aisle, driving major lifts in consideration and purchase intent. As time moved on, we diversified the cast and sharpened the tone of voice and look & feel. The result is a legacy brand that now feels skin-to-soul relevant. And hey why not a little fun?!
RESULTS
• +11.8% overall sales growth
• +254% sales lift at Walmart within 5 weeks of TV launch
• Significant increase in brand relevance & purchase intent
AWARDS/RECOGNITION
THE DRUM_ US Creative Work of the Week
Brand Strategy • Brand Platform • Brand Voice & Messaging • Brand Playbook • Film & Content Production • Digital & Social Content • Retail & Packaging
NATURAL
GLOW
Create Your Own Sunshine
During peak tanning season, this campaign for Jergens Natural Glow brought a little sunshine to the brand.