CeraVe
Collateral, Print, Radio, Social Media
Team: Shawna Fitzpatrick
CeraVe Hotline…What’s your emergency?
Every card is a winner, meaning, the consumer could win anything from a free CeraVe product or discounts on their next CeraVe purchase.
This execution shows eczema affected skin, with a gentle touch of humor. The title of the post is “Eczema skin or”, with supporting copy saying “Is that your elbow or a forgotten potato in the pantry”, and it continues to promote and advertise the CeraVe eczema relief creamy oil product. The images and text gently pokes fun at the skin irritations by calling one image a photo of Himalayan Pink Salt, and another a bird’s eye view of volcanoes. Followed by the last slide showing the CeraVe product to solve the consumer problem.
Once the reader turns the page, or peel the skin, the rest of the CeraVe ad is revealed. Showing an image of an arm with healthy skin and the CeraVe product that helped heal the inflamed skin from the previous page.
The first page of the ad is an extreme close-up shot of eczema inflamed skin with the call to action “peel skin here”, implying how eczema sufferers are told not to scratch or pick or peel at their inflamed skin, but sometimes it’s hard not to.
A radio ad of a CeraVe Hotline with real dermatologists and fake drama. The dermatologists will answer questions, but every call is a fake dramatic skincare emergency.