Product Campaign Austria: Ambre Solair Sonnenöl (Tanning Oil)

 

The product in Austria is a tanning oil. It protects the skin (SPF 30) but also serves as a tanning oil, giving the skin a “golden summer tan”.

The commercial starts with with a young beautifully tanned woman climbing out of the water and she bumps into another woman with pale skin, but she keeps walking and smiling and we can see the other woman looked at her with jealousy. Now a voice over says the slogan of the product: “A tan that makes others jealous”. The voice over continues, giving information about the product and listing its positive attributes, like “Silky feeling” and “golden tan”, while the woman is applying the oil to her body and is posing on the beach. She then talks along the gangplank like it’s a catwalk and other women are looking at her with jealousy. The commercial ends with the information that Garnier is supporting the Austrian cancer foundation, which is a clever marketing campaign because sunbathing can cause skin cancer and the consumer now associates Garnier and cancer prevention. 

The target audience for this product campaign are young Austrian women, which is emphasized by the fact that the voice over has an Austrian dialect and it supports the Austrian cancer foundation. The campaign uses a mixture of hard sell and soft sell, but the focus of the commercial lies more on the product information.