“Not the sort who still think they are in their sexual prime,” explained Shune, the creative lead at Your Maker.
“We mean the ones who have a serious issue with uncontrollable itching. The ACTUAL gatal fellas. Not sexy lah if you’re scratching all the time.”
The agency’s latest campaign for Suu Balm, dubbed ‘JANGAN GATAL’, emphasises on combating itch and skin dryness among the elderly the best way possible – rapidly and effectively.
The founders of Suu Balm, Dr John O’Shea and Jason Humphries, are thrilled that the guys at Your Maker have demonstrated a great understanding of the brand and its target audience.
Dr John O’Shea said “We hope that this campaign will help Malaysians, especially the elderly and their caregivers, to better understand Suu Balm’s hero product and the two ingredients that bring a wealth of benefits to their itchy skin. The menthol in our body moisturiser stops itch in less than 5 minutes, and at the same time, the skin-identical ceramides help in repairing damage and restoring the skin’s moisture.”
“Having an extremely intense itch is a frustrating experience, and scratching just makes it worse. We are very pleased that Your Maker have assembled an incredible team to deliver a clear campaign message in a cheeky and interesting theme,” added Jason Humphries.
The campaign includes three separate films targeting Uncles, Aunties, and Caregivers. The film that features ‘Gatal Uncle’ will also run on Astro channels, and join the other two as digital content.
Additionally, the brand is placing brand messaging on temperature scanners at selected pharmacies to further amplify the campaign.
For WhatsApp-loving seniors, there is also a series of ‘Jangan Gatal’ WhatsApp stickers that they can share with their family and friends.
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