Olay Philippines, the Philippines' leader in anti-ageing skincare products, wanted to reach out to a specific market of AB fifty-something females, with its new offering - Olay Regenerist. It is an anti-ageing cream that guarantees the most dramatic results: it reverses ageing by erasing fine lines, wrinkles and crow's feet the instant the cream is applied to the face.

We crafted a short and simple, clear but dramatic expression of the benefit of Olay Regenerist: Reverses Ageing. We then applied that idea to the average numerical age of our target market- 52-year old women. We then experimented with various typefaces and positions and placements, so that the reverse of the numerical age would read a younger age - the age you will look, after applying Olay Regenerist to your face. We then translated the idea to channels relevant to our target consumers - posters for ladies room mirrors, compact mirrors, and a special packaging.

The Regenerist Campaign showed positive results with Php2.5m in sales in its launch month. During the course of the Campaign, sales for the product continued to increase to Php3.8m in March.

In comparison, Pond’s Age Miracle (Olay Regenerist’s main competition) only registered Php1.5m in sales when it relaunched in January with three times more media spend; and continued to decrease to only Php0.8m in February.

The Regenerist Campaign made the product the second best-selling Olay product in major drugstores and the top-selling product over its other SKUs.