‘The sun is not your friend’: SICKDOGWOLFMAN launches sunscreen brand
Independent Melbourne-based agency SICKDOGWOLFMAN has launched its own brand, following on ongoing desire to create something for themselves and the people close to them.
Introducing ‘SLATHER’, a high protection broad spectrum SPF50+ sunscreen and moisturiser.
With the skincare and SPF category presenting as clinical and pharmaceutical, SICKDOGWOLFMAN is “hell bent on making sun protection messaging worth people’s time”.
Messaging is frequently cold and rational, or overtly sun-loving in its expression, and often has a feminine lean.
The end result of this?
Australians don’t take it seriously. The country has landed in the first place for skin cancer globally, with studies showing fewer than three in 10 apply sunscreen regularly – with men being the biggest offenders.
Spotting an “ozone-sized hole” in the market, the agency saw an opportunity to change the tone and context of the conversation, and bring a degree of sensible aesthetic edge to a category “devoid of real feeling and meaning”.
“We’ve had personal experiences with skin cancer, some very personal. And it was clear to us that the traditional approach to messaging and branding around the simplest solution to all of this, using sunscreen, was missing the mark,” Jess Wheeler, creative director, posted to LinkedIn on Wednesday.
“The sunscreen aisle is a spectrum of mostly cold clinical/pharmaceutical and overtly sun-loving branding and messaging. Often, with a feminine lean. And when you layer that over the stats – world-leading skin cancer rates mostly made up of men – there’s a hole bigger than the one in the ozone.
“Introducing SLATHER. A fun, engaging, entertaining sunscreen brand that’s going to say the one truth that no one else is willing to – THE SUN IS NOT YOUR FRIEND,” he wrote.
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SLATHER has launched its website (slather.com.au), as well as on Instagram and TikTok (@slatherspf), with an in-house animation and 90s-esque jingle produced in collaboration with Production Alley.
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