This project centers on revitalizing an existing product through a fully developed marketing campaign. The objective was to select an established brand and reposition one of its current products in order to introduce it to a new consumer demographic and extend its product lifecycle.

For my Integrated Marketing Strategy Campaign, I chose Supergoop! and its PLAY Everyday Lotion. I created a campaign titled “Play Like the Greats,” designed to reposition the product in a way that felt culturally relevant, performance-driven, and engaging to a new audience while remaining aligned with the brand’s energetic and educational identity.

The strategy focused on refreshing the product’s image, strengthening consumer connection, and driving renewed interest within the sunscreen category. Key deliverables included defining full campaign KPIs to measure performance and success, as well as creating mock imagery to visually communicate the campaign concept.