Palmer's IT'S THICC

Palmer’s, IT’S THICC

Palmer’s is here to defend its title as the #1 Cocoa Butter Formula Lotion brand on the market. But how do we do that? By creating a product-specific campaign which reinforces how it’s richer, creamier and thicker than the competition, of course.

Palmer’s fits seamlessly into any skincare routine, so let’s own it. Building off the success of Show Yourself Love, IT’S THICC not only embraces Palmer’s unique thiccness, but also encourages consumers to continue to love their curves and swerves.

Through a mix of UGC, iPhone, and repurposed footage, we’ll create a 30s hero spot to serve as a hype reel for what thicc really means to Palmer’s. This type of native content will allow the video look & feel more like a testimonial video, adding a layer of trust in product efficacy.

Senior Art Director // Copywriter Partnership

Art Direction + Production, Concept, Content Strategy

To further promote Palmer’s as the #1 Cocoa Butter Lotion, we’ll also use a combination of “thicc” based headlines and social comments/reviews as supers.

In addition to our hero spot, we’ll use footage from different creative executions to make a shorter, more heavily RTB focused cutdowns to live across TikTok, Meta, Youtube and CCTV.

With the launch of our branded moment around our Thicc formula, we also put native-feeling paid vertical videos out on social, inspiring a wave of branded organic social and a mass influx of UGC.