AVON
for Christmas

Product communication

Challenge

The pre-Christmas period is one of the most “heated” when it comes to advertising. The AVON brand prepared special gift sets for the holidays, and our challenge was to break through the holiday communication clutter with this offer.

Insight

During the holidays, most ads rely on the same formula: “buy our product and show how much you care.” We noticed that in adult life we are both “gift givers” and “gift receivers” — while still being the very same person.

Strategy / Idea

We decided to use a reversal strategy, which had strong potential to stand out from typical holiday communication. Instead of speaking only to gift givers, we directed the message to “gift receivers”, grabbing their attention with the idea that this Christmas they might receive one of the featured AVON gifts from someone close to them. The strategic twist was in triggering a dual thought process: “Maybe I’ll get this gift… and maybe I’ll be the one to buy it for someone.”

Execution

The TVC campaign was created using familiar holiday templates – the kind that audiences are especially receptive to during the festive season. However, by applying the reversal strategy, we creatively played with the sequence and perspective of the scenes, capturing attention not just through the narrative, but also through the visual storytelling.

SPOT TV 30’

Summary

While most brands during the holiday season said, “buy for your loved ones,” we shifted the narrative to “you might receive from your loved ones,” completely breaking through not only Avon’s own communication style but also the clutter across all categories – because during the holidays, everyone is everyone’s competition. By reversing the narrative and creating a dynamic creative execution, we found an effective way to showcase Avon’s gift sets, which ultimately translated not only into strong sales but also into a positive boost to the brand’s image.

AVON for Christmas