J&J AVEENO. Turning OATs into OATh. Leveraging the key product benefit of naturally active oatmeal (clinically proven to improve dry skin), the idea to state the brand’s commitment to healthy looking skin became the AVEENO Oath. AVEENO products moisturise, cleanse, soothe, maintain normal skin pH and help protect the skin, for a difference that’s noticeable from day one. Through the Oath, these qualities are brought to the front of consumers’ minds via a simple, memorable execution – a pledge from AVEENO to them. The AVEENO Oath was rolled out in selected Boots over print, digital, social and shopper from January, with free sampling and beauty consultations. It then integrated into the main US created Jennifer Aniston TVC for extra coverage and social chatter from March. Results saw samples run out within two weeks, help push their Facebook Likes to over 63,000 and generate significant sales increases in Boots.
