Inspiring Families
to Do More with Less

Since 1962, NO-AD Sun Care had stood for simple, no-nonsense value. Returning to market after a brief exit and change of ownership, the challenge was twofold: reconnect with loyal customers who remembered the brand while giving a new generation a reason to care.

The answer was already inside the brand. NO-AD stands for “Not Advertised” — a model built on spending less on traditional advertising and passing that value to consumers. Rather than invent a new story, we reframed that original promise for today: smart spending can create more room for the things that matter. Social became the natural place to introduce that idea to new shoppers while announcing to longtime fans that NO-AD was back.

Targeting the Smart Shopper Mom

80% of mothers say they are the primary shopper for the family*. She does all the shopping for the family looking for ways to stretch the dollar without compromising on quality. She looks for affordable yet effective sunscreen options, does her research, compares prices, and reads customer reviews. She relies heavily on social media for advice and it’s often through social media that she finds new products to try.

* Pew Research Center

Content Strategy

Spending Less to Do More

Sunscreen isn’t a luxury item, it’s essential for anyone being exposed to the sun. Yet, standing in the sun care aisle at the store could feel otherwise. With the rising cost of, well, everything, it can be tough for moms to have the basics covered and still have a budget left for the fun stuff. We wanted to support moms who want to shop smarter to create opportunities for their families by becoming her source of inspiration and motivation for #SpendLessDoMore lifestyle they are after. That idea became the foundation for an ongoing content system.

We developed and produced original photography, video and social content around affordable family experiences, shifting the conversation from simply selling sunscreen to inspiring what families could do with the value NO-AD created.

Produced and directed by Design Diem · Photography by Michelle and Logan Delacastros and Fabio Alejandro

Building reach through short-form content

Reels extended the system into short-form storytelling, allowing us to tailor content around relevant activities, moments and markets while expanding organic reach in key locations for the brand.