A direct marketing campaign was developed to bring Olay cleansers to our youth market in a relevant, cut-through manner. Heroing the Oil Free cleanser, we brought to life the problem of oily skin through our advertising. A printed insert of a young womans' face was placed in the bottom of a pizza box. During delivery time the oil from the pizza base seeped onto the young woman's face. As the pizza was eaten it revealed the womans' "oily" face and the solution? Olay's cleanser for oily skin.

This form of guerrilla advertising proved to be very effective and well received by our target audience. Being a relatively cheap execution, we were able to raise significant awareness amongst our highly targeted demographic, while sticking to a very tight budget. Our client was therefore very impressed and excited by the creativity and ingenuity we displayed in finding a new (possibly never before used) media, that was so in line with the brief and appropriate for this product and audience. Further research put Olay cleansers on the radar of our target, and also helped move the Olay brand away from its "Grandma" reputation.