LOCOBASE REPAIR / ASTELLAS

Fat repairs

Background
Locobase REPAIR is a classic fatty cream for people with dry skin. When the cream needed a new communication concept, we decided to do the exact opposite of the way a skin cream is usually presented.

Solution
The “Fat repairs” concept builds on the real benefit of the product, which is that Locobase REPAIR repairs the skin. With a more gritty setting, the concept differentiated us from other similar creams on the market. The concept was delivered in ads, radio slots, an event at Malmö Central Station, and a big outdoor campaign in both Sweden and Denmark. The ad won the gold award in ‘Hela Skånes bästa reklam’ (for the best ad in Skåne) – and sales of Locobase REPAIR trebled compared to the previous year. A really fat campaign, pure and simple!