And in an unusual approach, the new campaign launches with a children’s book as its centrepiece, with a unique twist.
Printed using UV activated ink, elements of the story and lead character ‘The Sizzledodge’ only appear when exposed to the sun, delivering key parts of the message. The character also stars in a supporting digital advertising campaign created by Webling.
With PR/launch event activities (including a book launch) provided via H+K Strategies, the new ‘Sizzledodge’ campaign not only aims to build brand credibility but minimise the risk that consumers face by incorrect, or infrequent sunscreen application.
“We know through research that while people know to wear sunscreen, they often don’t use the right amount and when to re-apply. We want to help educate families so that they can continue to have fun in the sun, but in a responsible way,” said J Walter Thompson group digital creative director Jay Morgan.
“Delivering the message in an engaging fashion in line with the Banana Boat Brand positioning was key to ensuring both parents and kids alike pay attention,” added ECD Simon Langley.
“Therefore, we came up with the idea of an innovative book with a character that only appears when the book is taken outside. The campaign, the UV sensitive book and all its supporting elements, are the result of this strategy and the collaboration between our three agencies.”
The book, entitled Colin Splodge and The Sizzledodge, was launched with a book reading by mum of six, actress and writer Madeleine West. It features the story of Colin Splodge on a trip with his family to the beach. Throughout the day, Colin encounters our fantastical hero ‘The Sizzledodge’ who only appears in the sun (when exposed to UV) to teach children about being sun safe.
The Sizzledodge will also be seen via digital advertising from this week, and in a partnership via Mamamia, where people can order the limited edition book.
Marketing director at Edgewell Personal Care, Rachel Pullicino, commented, “At Banana Boat, we are passionate about delivering high quality, effective sunscreen products to help Australian families enjoy more fun outdoors while protecting them from the sun.
“We take our role as educators on sun safety very seriously, and as a business are constantly looking for new and innovative ways to get the message across. We hope this book speaks to children’s imaginations, but also helps them and their families remember the fundamentals of sun protection.”