CeraVe's Rom-Com Trailer Sparks 'Soft-Launch' of New SPF Moisturiser

Following the huge success of Michael Cera...Ve’s viral ad at this year’s Super Bowl, skincare giant CeraVe has unveiled its latest project: an entertaining and cinematic rom-com titled 'The One Under The Sun'. Here, viewers are taken on a journey into the protagonist’s quest for true love beyond the confines of an ordinary summer romance. As she navigates the ups and downs of the dating scene, she meets a dermatologist matchmaker who introduces her to CeraVe’s Facial Moisturising Lotion SPF 50 as 'the one'.

For the Benelux market localisation, CeraVe (L’Oréal Group), along with 180 Social/Luxe, transcended traditional advertising and created a social-first campaign to tap into the current zeitgeist. In the Benelux region, where relationship statuses vary widely, there’s a common trend among gen z and millennials to 'soft launch' their new relationships. This trend involves hinting at a burgeoning romantic relationship through discrete visual clues before making it public.

The One Under The Sun

Leveraging this soft launch trend to their advantage, CeraVe collaborated with local influencers (including Stefan de Vries) to spark rumours of a hidden romance through local gossip accounts, only to reveal later on that the relationship is between the influencer and CeraVe Facial Moisturising Lotion SPF50 - aka 'The One'.

Leaning into influencer-led storytelling to capture consumers' and communities' attention, the campaign unfolded in three creative phases: first, staging a fictional relationship by softly launching the influencer’s new love interest, arousing the interest of their followers; second, revealing 'the one' CeraVe daily photoprotection ally, and launching a global rom-com competition for content creators, engaging consumers in the necessity of daily photoprotection; and finally, culminating in the CERAWARDS, resembling an Oscars ceremony, where the best entries will be showcased, celebrating CeraVe’s aficionados' creativity with the brand's first ambassadors, the dermatologists.

CeraVe and 180 Social/Luxe orchestrate a full consumer funnel campaign, unveiling the CeraVe rom-com through influencer soft launch storytelling with targeted sampling giveaways, calling for participation in the 2024 CERAWARDS on media and retail touchpoints.

“Entertainment-style work allows us to catch consumers’ attention. We bring not only CeraVe’s AM Facial Moisturising SPF50 lotion to the Benelux market but also a very modern approach of medutainment on the importance of daily sun protection through social-native content and cultural insights. We pride ourselves on taking things a step further with a brand twist.” said Marie Van Haesendonck, brand director at CeraVe Benelux.