Melbourne independent creative agency SICKDOGWOLFMAN has launched its own SPF brand SLATHER.
Following a series of personal experiences, first-hand category observations, and an ongoing desire to create something for themselves and the people close to them, the agency has developed a high protection broad spectrum SPF50+ sunscreen and moisturiser hell bent on making sun protection messaging worth people’s time.
The skincare and SPF category, for the most part, presents as clinical and pharmaceutical. The messaging is frequently cold and rational or overtly sun-loving in its expression and often with a feminine lean. SICKDOGWOLFMAN believe this "monotonous" approach has contributed to Australia becoming number one in the world for skin cancer.
Studies show that two in three Australians will be diagnosed with skin cancer before the age of 70, and fewer than three in 10 Australians use sunscreen regularly despite living on a sun-drenched desert island, with men being the biggest offenders.
Spotting an "ozone-sized hole" in the market, SICKDOGWOLFMAN saw the opportunity to not only change the tone and context of the conversation, with ‘The Sun Is Not Your Friend’, a brand positioning which aims to bring a degree of sensible aesthetic edge to a category devoid of real feeling and meaning.
The brand has launched on Instagram and TikTok, featuring an in-house animation and 90s-esque jingle produced by Production Alley, and its new website slather.com.au.
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