The five months that aren’t raining in Costa Rica are considered “summer”, time to vacation, travel, have fun and fight mosquitos. Faced with this, OFF! repellent needed to strengthen its brand positioning with all family members, especially because its campaigns are usually directed to homemakers, while struggling to connect and grab the attention of younger generations.
That is why the brand wanted to highlight the importance of using its repellent in a way that could be attractive to everyone, while achieving:
-Business:
Increase OFF! sales during the first quarter of 2023 (January-March) by 16% (116K repellents) compared to the previous quarter, the beginning of summer.
-Marketing:
Expand the brand’s reach, showcasing how OFF! can be use preventively in everyday situations by any family member.
-Communications:
Challenge the communication style used by the company to showcase prevention and OFF! usage, successfully engaging with more diverse family members/consumers through entertaining content.
