X-Out
breaking out of the beauty aisle
It’s easy to obsess over acne. That’s why our brand positioning for X-Out acne treatment invited teens to be done with the drama in just one step—so they can get back to living life already.
As the lead writer, I drove just about everything but the name for Guthy-Renker’s first-ever all-digital product launch.
the
anti-hassle, anti-drama, anti-acne treatment
for teens
Guthy Renker told us the only way to guarantee results was to use the product for a full 2 minutes—but what teen is going to sit there that long? So, we built a digital experience called “The Daily Distraction” into the packaging to aid compliance. A QR code led teens to a curated library of irreverent 2-minute videos to keep kids entertained—and not obessing over their acne—while they wash.
streamers before there were streamers
At time when traditional celebrities still ruled the category, we outfitted “real” teens with cameras at home. Their vlogs, along with content from early YouTube sensations like Smosh, then powered the entire launch. Today, digital content creators and influencers are a mainstay of almost every modern ad campaign.
More via director Christine Anisko
When Twitch was a twinkle in the internet’s eye
Packaging
The box was wrapped in irreverent, stream-of-consciousness scribblings, a reflection of the frenetic teen mind.
Inside the box was an invitation to end the drama with simple product instructions and access to exclusive content to help kids get the most out of the product.
The brand manifesto was plastered around the client's office and included as part of the onboarding material inside the box.