Summer in Brazil is fun and sexy. However, sunscreen ads are usually very boring and follow the same TVC formula. As a tropical country, the sunscreen category is extremely competitive, that's why Neutrogena decided to break the mold and launch their new line of Sun Fresh sunscreen in innovative fashion. The briefing challenged us to set Neutrogena apart from the competition while increasing product sales in comparison to the previous summer.

In Brazil, summer is wild. But sunscreen ads are boring. So, Neutrogena decided to break this trend by creating a campaign for their new sunscreen that got hotter along with the weather. We picked Brazil's hottest singer, Duda Beat, to launch 3 new versions of one of Brazil’s greatest classic hits "Bring the Heat". We produced 3 branded music videos that got sexier with each version. By using weather SYNC technology we impacted consumers according to the real-time temperature at their locations. The “Hot” version appeared when temperatures hit 27C degrees. “Hotter”, between 28 and 33 degrees, and “Sizzling”, above 33 degrees. Depending on the weather, people saw more than one version of the campaign in the same day. It was a huge hit. It even played organically on Brazil's highest rating TV show, Big Brother. But, most importantly, Sun Fresh sales increased by a whopping 76%.

Neutrogena has always positioned itself as the science brand, recommended by dermatologists. That positioning usually leads to a more serious, product driven communication. However, for the newest line of the Sun Fresh sunscreen, Neutrogena needed to tap a younger audience to boost its relevance against competitor brands in a highly competitive segment in Brazil. That's why they chosen a radically untraditional route for this product launch, creating a campaign that uses technology to coordinate three versions of a branded content music video and assets according to the real-time temperature of the cities where consumers are located. It was a success. Sales increased by a whopping 76% compared to the previous year.

Neutrogena Sun Fresh comes in three different FPS, so we created a campaign that had three completely different moods, acting, illustration elements and colors and that could change according to the summer heat by exploring a little used technology called weather sync. We picked Brazil's hotter singer, Duda Beat, to record three versions of a classic hit that every single Brazilian knows the lyrics to. Each version had a different rhythm, different beat and different color palette that got hotter and sexier. The blue version of the campaign had a cool reggae rhythm and a more chilled music video. The yellow version was a much hotter Reggaeton, with sexy bodies and acting in the video and campaign imagery. And finally, the red version, the hottest of all, was a crazy Brazilian funk with visuals that were extremely sensual, with a summer party vibe. The Weather Sync technology allowed for automatic media placement of each version of the campaign according to consumers' real-time temperature at their locations. So, our branded music videos, product pieces, OOH and other media changed city to city according to the heat. In some cases, depending on the temperature changes, consumers could see more than one version of the campaign in the same day.

With a new approach to communication and a technology-driven branded content campaign, Neutrogena's brand engagement grew by over 80%. Sales of the Sun Fresh sunscreen line increased by a whopping 76% compared to the previous year. The highest growth in the brand's history.