OBJECTIVE
AUDIENCE
STRATEGY
Most chemical sunscreens contain harmful materials, such as oxybenzone and octinoxate, which help to absorb UV rays to prevent sunburn. These chemicals are insoluble in water and lead to environmental issues such as coral bleaching and the disruption of marine life. KO’A’s mission is to create a mineral sunscreen using a non-nano zinc formula that reflects UV rays and protects the ocean as well as it protects your skin. The brand specifically markets compliance with the Hawaii Act 104 and informs consumers of the risks of using a chemical sunscreen formula.
The target audience for KO’A includes your everyday beach-goer, whether they are a local, tourist, surfer, diver, or even just environmental enthusiasts. The brand aims to widen this audience by informing of the benefits of mineral sunscreens vs. chemical sunscreens.
The brand voice for KO’A is friendly, inviting, mindful, eco-friendly, and informative. The goal is to promote mineral sunscreen by using the brand voice to let consumers know that not only are they going to benefit personally from using the product, but they are benefiting the planet as well. Using fear tactics against chemical sunscreens won’t convince consumers to switch to mineral sunscreens, which is why the strategy is to make them feel as if they are playing a part in conversation by switching to KO’A.
KO’A markets it’s products specifically to being safe for the ocean to get that conversation started between those who are not aware of harmful chemicals like oxybenzone and octinoxate, using the slogan “for you skin and the sea.”
