Olay Philippines, the Philippines' leader in anti-ageing skincare products, wanted to reach out to a specific market of AB fifty-something females, with its new offering - Olay Regenerist. It is an anti-ageing cream that guarantees the most dramatic results: it reverses ageing by erasing fine lines, wrinkles and crow's feet the instant the cream is applied to the face.

We crafted a simple expression of the benefit: Reverses Ageing. We applied the 'reverse' idea to the average numerical age of our target market – fifty-something year old women. We experimented with typefaces and positions so that when the number is reversed, it would read a younger age. We then applied that to posters that, when placed near a mirror, reflected the reversed, younger age. We placed the posters in strategic locations, so that whenever women looked at themselves in mirrors inside dressing rooms and ladies rooms, they would see how Olay Regenerist literally – reverses ageing.

The Regenerist Campaign showed positive results with Php2.5m in sales in its launch month. During the course of the Campaign, sales for the product continued to increase to Php 3.8m in March.

In comparison, Pond’s Age Miracle (Olay Regenerist’s main competition) only registered Php1.5m in sales when it relaunched in January with three times more media spend; and continued to decrease to only Php0.8m in February. The Regenerist Campaign made the product the second best-selling Olay product in major drug stores and the top-selling product over its other SKUs.