La Roche Posay wanted to raise awareness of baby category at points of sale and create a visual identity for these products.
La Roche Posay baby products can be used from people of all ages. For this reason, the international packaging does not include on pack any baby elements and local markets are not allowed to change it. At the same point, the majority of competitive brands had already created visual identity for their baby products both on pack and on communication level.
For La Roche Posay, there was a need especially on communication level, to create a single cross channel visual identity (sales points, LRP website, e-retailers, SoMe) for all products that can be used for baby care.
We needed a local campaign to introduce for the first time to the Greek market the baby section and present all products that are prescribed daily by pediatricians & dermatologists for the needs of baby skin (from normal skin to skin with atopy and for baby irritations).
As a first step, we created baby section’s key visuals, our protagonists, La Roche Posay little Dinosaurs! We created an on pack sticker for all the products on pharmacy stands that feature baby products. Then, we launched our campaign starting from digital channels (YouTube, Facebook, Instagram, LRP website & e-retailers branding) with video materials that feature La Roche Posay baby dinosaurs. The campaign shows the cute dinosaurs interact & play with the products.
During 2021, the campaign will continue at other communication channels, including pop materials, baby promo boxes and print assets.