Bug repellents have often been seen as a special occasion item, being shopped for camping trips and lake house weekends. But we saw an opportunity to remind shoppers of all the other times they need bug repellent. Moving away from a reactionary or special occasion shopping trip was critical for Off!’s growth, so we highlighted other repellent-relevant occasions when we’re not in the ‘great outdoors’, but just outside.

Whether it be just walking your dog, an outdoor date or an outside concert, don’t let bugs disrupt your outdoor enjoyment. PREvent bites everyday by putting on Off! before the bite. Our PREtection campaign took cues not from the outdoor staples, but from the skincare category, modernizing our look and showcasing the ease of adding Off! to your routine to PREvent the bite. PreRun, PreDate or PreGame, Off! is the new skin essential to keep you protected.

We developed a robust global toolkit and design system to be deployed and adapted across the world. With a flex asset approach, we created occasion-focused work as well as modern product vignettes, skincare inspired application shots and ‘hot spot’ assets to give markets a wide range of ways to reframe repellents for everyday use.