Palmer’s
Lotion package leaves a significant amount of product at the bottom that is difficult or impossible to access. This lead us to create a new packaging solution that ensures consumers can use every last drop of their lotion, reducing waste and frustration. This campaign shows a 3 phase advertising strategy to launch this new packaging.
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The primary ask of this project was to solve a problem for an existing brand, which has been there but neglected. After doing so we were asked to create a 3 phase launch campaign for this solution.
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Achal Agarwala: Art Director, Creative Strategist, Graphic Designer, Copywriter, Video Editor.
Richmond Akurugu: Creative Strategist, Graphic Designer.
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Phase 1
To ignite curiosity and set the stage, the campaign begins with striking, incomplete visuals—a half-eaten cookie, a partially unwrapped gift, a half-peeled fruit, or an unfinished puzzle. These images suggest something is missing, leaving the viewer intrigued and slightly unsatisfied. The copy reinforces this feeling with lines like “Something’s missing... You Want All of It” and “Halfway there isn’t enough. Get ready for something complete.” The teaser runs across social media, digital ads, and select print placements for two weeks, building anticipation without revealing the product.
Teaser Campaign (Half Visuals)
Phase 2
Once curiosity peaks, the second phase reveals the solution: a sleek airless pump bottle designed to eliminate waste and deliver every last drop. Visuals showcase the bottle’s transparent design and functionality in action, while the copy connects directly to the earlier intrigue—“No more waste, no more frustration. Get every last drop—You Want All of It.” The reveal spreads across a dedicated product landing page, social channels with explainer content, and interactive in-store displays. This two-week phase shifts the focus from curiosity to clarity, showing how the product delivers on the initial promise.
Product Reveal (Introducing the Bottle)
Phase 3
The final phase rolls out the full campaign, spotlighting the value and efficiency of the airless pump in everyday routines. Consumers see the product in use, compared side-by-side with traditional packaging to highlight its advantages. Messaging like “Don’t settle for less. You Want All of It—and now you can have it” and “Get the full experience with the new airless pump. Use every last drop” drives home the benefit. This phase expands to broader media channels—TV and online video, targeted email campaigns, influencer partnerships, and in-store promotions—sustaining momentum for a full month and converting interest into action.
Full Launch (Campaign Rollout)
Phase 1
Phase 2
