Australian brand Sorbent has launched its latest product innovation, DermaCare tissues, which are being marketed as the softest, strongest, and most absorbent tissues in the Australian market. Supported by Melbourne advertising agency The Reactor, the new ‘Do your face a favour’ campaign leans into the highly uncomfortable reality of being unwell.
For the Sorbent team, the campaign is a chance to highlight a genuine leap in product quality. “When it comes to everyday comfort, we know we’ve created something exceptional,” says Sorbent’s Senior Brand Manager, Harry Saxon. “These DermaCare tissues perform significantly better than any other option currently available on the market. We’ve managed to combine unparalleled softness with the premium strength and absorbency you need, meaning you get a vastly superior product right when your skin needs it most.”
The creative strategy taps into a universal, and often painful, consumer experience.
“We all know that feeling of your nose and your eyes getting super sensitive when you’ve got a cold, flu or allergies,” said The Reactor’s head of strategy, Angus Smallwood. “It gets to the point where your eyes and nose are so irritated that you can almost hear them complaining. So we thought we’d give them a voice.”
For the creative execution, the agency relished the opportunity to play with Australian advertising history while elevating Sorbent’s new product. “We are loving working with this iconic Australian brand,” says The Reactor’s Creative Director, Nick Brown. “It’s been especially rewarding being able to use classic brand assets, such as the much-loved Sorbent jingle, to bring this idea to life in a way that feels both fresh and nostalgically comforting.”
The ‘Do your face a favour’ campaign is currently rolling out across key media including, OOH, Digital and Social to support the DermaCare launch.
Credits:
Client: Sorbent
Head of Marketing and Category: Viv Foulsom
Senior Brand Manager: Harry Saxon
Executive Creative Director: Nick Brown
Strategist / Copy writer: Angus Smallwood
Account Director: Hugh Davies
Production Director: Lauren Napthine
Digital Art Director: Kajendran Karunanethy
Art Director / Motion editor and Animator: Joey Coley-Sowry
Editor / Animator: Adrian Eppel
