The Joey Company | A Full-Service Integrated Advertising Agency

Challenge:Facing deeply entrenched category leaders, find a way to make a brand with low awareness and little differentiation, the only choice that makes good dollars and sense.
Strategy:Recreate the language and imagery around an issue that people see as an embarrassing age thing and make it a stage thing that isn't the consumers fault but the result of causes and consequences.
Big Idea:One simple glass of water + TENAtwist = "Fearless" Protection
Results:The highest copy indexing messenging in ASI history. It airs January 11. Stay tuned for catapulting awareness and sales results.

Seeing What Others Fail To See