The Problem:
The core challenge faced by OFF! was a reactive consumer behavior pattern, where individuals typically remembered to purchase bug spray only after the discomfort of insect bites. This reactive purchasing habit significantly limited sales potential and market penetration for the brand, as it missed the opportunity to be considered a preemptive, everyday necessity.

The Insight:
A key realization emerged from observing the skincare and beauty industry, particularly how sunscreen has been successfully integrated into daily routines as a protective measure against UV rays. This shift in consumer behavior towards preventative skincare opened up a possibility for OFF!—could bug spray also be repositioned from an afterthought to an essential part of daily outdoor preparation, similar to sunscreen? This perspective highlighted an opportunity to educate and shift consumer perceptions, emphasizing protection against not just discomfort but also health risks associated with insect bites, such as Lyme Disease, West Nile Virus, Dengue, and Malaria.

The Creative Solution:
To capitalize on this insight, OFF! embarked on a comprehensive global brand refresh. The objective was to transform the perception of bug spray from a niche, activity-specific product to an all-encompassing daily skincare solution for any outdoor occasion. Drawing inspiration from the beauty and skincare industry, the brand overhaul embraced a visually appealing, fresh, and vibrant aesthetic. The traditional signature OFF! orange was replaced with a curated pastel color palette, each hue thoughtfully chosen to represent different product lines: orange for FamilyCare, pink for Active, purple for Baby, green for Botanicals, teal for Heavy Duty, and blue for indoor or dusk products, with special consideration for cultural preferences in markets like Japan.

The Execution:
This strategic rebranding was brought to life through an elaborate photoshoot that generated a wide array of lifestyle and product-focused imagery. The shoot captured 27 different lifestyle scenes, reflecting a diverse demographic to ensure global appeal, including adults, children, babies, and even a dog, set against the backdrop of various outdoor scenarios. Additionally, 12 top-down scenes showcased the products in context, enhancing their relevance to everyday life. Post-production work extended over four months, involving detailed retouching and 3D design to perfect the envisioned pastel world for OFF!. This resulted in not only striking new imagery but also fully editable layers for each photo, allowing for scene adjustments tailored to specific global markets. A distinctive touch was added with illustrated white barriers around exposed skin areas in the visuals, symbolizing the effective barrier OFF! provides against mosquitoes.

This refreshed look and feel was implemented across a broad spectrum of retailers worldwide, including Target, Amazon, Kroger, The Home Depot, Menards, Meijer, Lowe's, CVS, Walgreens, and Dollar General. In international markets like South America, the asset library supported unique displays and 3D merchandising efforts. Furthermore, the rebrand extended to strategic ad placements, such as on Viva Air flights, encouraging travelers to consider bug protection as part of their pre-vacation planning. For regions recognizing the brand as Autan, bespoke guidelines were developed to ensure the artwork resonated with the Autan identity, incorporating unique color schemes and mosquito illustrations aligned with the brand's logo.

Through this meticulously planned and executed brand refresh, OFF! successfully redefined its identity, positioning bug protection as an indispensable part of consumers' daily outdoor routines worldwide, much like sunscreen has become a staple in skincare.