Case History Database

Sometimes it’s not what you do but what you don’t do that sets you apart. In the case of the once-iconic sunscreen brand UV Triplegard, declining so fast there was little more to it than a G-string on a bather at the south-end of Bondi, the challenge was to turn things around without using the familiar imagery or dominant media so convincingly owned by its larger competitors. This is the case of how Valeant Pharmaceuticals identified an opportunity in a neglected brand. By reconnecting with a generation of new parents they not only turned around UV Triplegard’s steep sales decline, they also managed to convince one of the country’s largest retailers to give the brand another chance.

	Author		David Cousins		Ward6
	Business Director		JP Zwinkels		Ward6
	Creative Director		Hugh Fitzhardinge		Ward6
	Creative Director		Grant Foster		Ward6
	Art Director		Richard Price		Ward6
	Copywriter		Steve Samuel		Ward6
	Co-Author		Stuart Black		Ward6
	Brand Manager		Lisa Walker		Valeant Pharmaceuticals