Our visually arresting campaign for St. Ives Body Lotion was informed by the strategic positioning of “Live life radiantly.” This aspirational call-to-action helped differentiate St. Ives from the competition while making an emotional connection with our Millennial female target. The campaign featured an iconic bubble emanating from the St. Ives bottle for an unmistakable mnemonic device and a visual “red thread” that connected the entire campaign. Each execution brought the 100% natural ingredients to life, inviting the viewer into the radiant world of St. Ives.
