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No Half-Measures

It’s no secret that here in the UK, our suncare routine is lacking. Sources state that an adult should use ‘1oz, the amount to fill a shot glass’ every two hours.
I propose ‘No Half-Measures’ - a speculative experiential marketing campaign for Nivea, designed to be taken to beaches up and down the country in the summer months.


Introducing the Nivea Beach Bar, serving a range of high quality ‘mocktails’, all completely free.
There's only one catch; to get their free drinks, the public must first do a ‘bodyshot’ - a shot glass measure of suncream which must be applied to the skin, with none left over!
After showing the barman their empty glass, they're free to order.
Because frequency of application is equally as important as the amount, customers' hands are stamped with the time they are advised to come back for more suncream, and therefore eligible for their next free drink
To keep the campaign going after the Beach Bar has driven away, I propose a run of bottles with campaign packaging.
With a ‘bodyshot’ glass engineered as the cap, the consumer can quickly and easily pour out the correct measure of sun lotion for them and their family, with a novel souvenir of the holiday to rinse out and keep after the bottle's finished.

Project Tags

  • Experiential Marketing
  • summer campaign
  • sunburn
  • creative copy

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