To dramatize the skin protection benefit, the media and creative team work together and decided to implement this on the Street (where the environment is more polluted) - so we can see how the skin is protected by Olay soap.

Results: This campaign gave a lot of visibility to the Brand. As part of the launch campaign, it helped to grow the brand value share of market (by almost 1 point). Also, it clearly brought superiority to the Brand versus its competition.