MANILA – October 2, 2013 – SkinWhite’s new campaign "Here’s to Being Better," led by the #BetterMe hashtag, launched yesterday in print ads, stores, and online.
Created by Publicis JimenezBasic with the help of digital production studio Republika Worldwide, the campaign started off with a series of memes posted on the SkinWhite Facebook page, all tagged #BetterMe.
The memes featured lines that celebrated positive thinking, for instance, "Here’s to creating your own sunshine on rainy days," or "Here’s to being alone but not lonely."
Some memes also celebrated changing for the better, for example, "Here’s to blue–not as a feeling, but as the color of your hair," or "Here’s to realizing even Wallflowers bloom."
People are then encouraged to share their own memes with the hashtag #BetterMe.
According to AVP for Marketing Pam Sulit, the campaign will be expanded in a series of activations around schools to reach their main market.
“Girls will definitely see more venues to express, encourage and celebrate being better the rest of the year…So, we enjoin everyone to start sharing their #BetterMe stories. SkinWhite is very excited to go through this journey with these girls,” Sulit said.
Meanwhile, Brand Manager Ida Cua said: “We launched this campaign because we wanted to make the new and improved benefits of our SkinWhite classic lotion spf10 to be more relevant and relatable. SkinWhite wants to take this opportunity to celebrate even the littlest victories of being better because we know how this can impact one’s everyday life. Like SkinWhite, we want to be a step closer to being our best selves whenever we can.”
BRAND TEAM:
Marco Nieto, Pam Sulit, Ida Cua
AGENCY: Publicis JimenezBasic
Creative Team: Alex Castro, Lec Flores, Raymund Sison, Mike Fernando, Eyds Carreon
Accounts Team: Tats Cruz, Shai Riofrio, Isabel Prollamante
Planning Team: Trina Torres, Jane Cruz
Republika Team:
Jonah Brocka, Marie Bernabe, Jillian Tan, Eymard Saguinsin,
Ria Tangco, Leigh Hernandez
