Copywriter

Solving A Brand's Stigma

Problem:

  • POND’S® is currently positioned as an affordable cult favorite among older women. It needs to be rebranded to a younger target audience.

 

Solution:

  • Show the brand in a new light with young women they can relate to.

Desired Belief: 

We want women ages 18-24 to realize that using POND'S at night will give them healthy, glowing skin.

 

Driving Brand Idea:

Pond’s nourishing formula compensates the drying agents women in college encounter on a regular basis.

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