Product Campaign Indonesia: Garnier Light Complete Serum (Whitening Cream)

 

The product in Indonesia is a whitening cream, it lightens the skin in one week to up to three shades whiter.

The commercial starts with a young woman working in a flower shop. She looks at her phone and sees that an Event is coming up in just one week. The young woman looks shocked. Just one week and her skin is tanned. She wonders what she can do, all the other whitening products are very slow. This is symbolized by a turtle slowly walking past other products in white containers in front of a grey background. The solution for her problem: The new Garnier Light Complete Serum. It appears in the commercial, yellow/colorful container and the background lights up. A voice-over explains the product while the girl tests the products. Video cuts to a new scene. The girl is walking to the event. Her skin is white and she is wearing a yellow dress. She looks happy and all the other guests also look happy and are admiring her. The advertisement ends with her hugging and laughing with her friends.  

The target audience for this campaign are young Indonesian women. The campaign uses a mixture of a hard and soft sell approach but the focus is on the emotions.