The Problem:
The market for bug spray has long been plagued by a significant consumer reluctance, primarily due to the unpleasant side effects associated with traditional repellents. These include a strong chemical odor, a sticky residue that clings to the skin, and a greasy feel that can ruin the experience of wearing delicate fabrics. As a result, many individuals forego protection against mosquito bites, accepting the discomfort of itchiness and the risk of diseases mosquitoes can carry rather than endure the undesirable characteristics of conventional bug sprays.

The Insight:
Research and consumer feedback highlighted a clear gap in the market for a bug repellent that could be used comfortably in various situations—whether it's during outdoor physical activities, social gatherings, or when wearing sensitive clothing materials. Consumers expressed a need for a bug spray that was both effective and virtually undetectable on the skin, lacking the offensive smell, stickiness, and greasiness typical of existing products. This unmet demand pointed towards an opportunity to introduce a product that could revolutionize the way people protect themselves from insects.

The Creative Solution:
Addressing these consumer pain points, OFF! developed Clean Feel, an innovative formula designed to transform the bug spray experience. Unlike anything available on the market, OFF! Clean Feel promised an end to the compromises consumers had been making. Its formula was crafted to leave a lightweight mist on the skin without any greasy residue, and it featured a pleasant scent that would not be out of place in daily use. Moreover, it offered long-lasting protection, ensuring users remained bite-free for up to 8 hours. The introduction of this product aimed to position OFF! as the leader in next-generation insect repellents, capable of delivering the efficacy expected from a bug spray without the traditional drawbacks.

The Execution:
To effectively communicate the groundbreaking nature of OFF! Clean Feel, BBDO Chicago spearheaded the "Unbelievably Real" campaign, leveraging platforms like TikTok to reach a broad audience. Through engaging videos and open letters, the campaign directly addressed and challenged the prevailing skepticism around bug spray, inviting consumers to experience the difference themselves. In parallel, a targeted social commerce initiative was launched on Pinterest, tapping into the platform's popularity for planning outdoor activities and wellness practices. Custom-designed shoppable posts were created for a variety of outdoor occasions, from casual backyard BBQs to more active pursuits like running and yoga, each linking directly to retail partners such as Target, Walmart, and Amazon for immediate purchase. The campaign was further amplified with the development of distinctive brand tiles and iconography, which were used across the Pinterest posts and as part of the product representation on online retail sites. This comprehensive approach ensured that the benefits of OFF! Clean Feel were communicated clearly and compellingly, encouraging trials and adoption of this innovative product.