OLAY REGENERIST

Close-up of a red cosmetic jar with a silver lid and a bowl of white cream or moisturizer inside.

A brand literally on the chopping block and the single campaign that gave it new life. The results of filling the competition with explosives were staggering — sales in the green for the first time in years.

We were given the claim: Olay Regenerist hydrates even better than the $400 cream. We took it, we ran with it. What better way to show that you’re better than to… literally blow up the competition?

Olay Regenerist Micro-Sculpting Cream jar with shattered ice and floating ice cubes around it, advertising the anti-aging skincare product.

This communication strategy became an instant classic within P&G. And after becoming a tentpole of the company’s marketing, it has inspired work from other P&G brands, like Pantene.

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