P20 does not live in the shadow

A symbiosis of awareness and knowledge revitalized the sunscreen brand, Riemann P20

RIEMANN P20

Riemann P20 is a series of sunscreen products known for their high effectiveness and long-lasting quality protection against the sun’s harmful rays. They have become the popular choice among people seeking reliable and effective sun protection.

The products are developed by Riemann A/S, a Danish company specializing in sun protection. Their advanced sunscreen formula provides long-lasting protection against UVA, UVB, and UVC rays. Additionally, the products are water-resistant and sweat-resistant, making the sunscreen ideal for outdoor and water activities for all ages.

A key feature of Riemann P20 is its long-lasting effect, requiring only a single application per day, making it practical and convenient for users who want to maintain effective sun protection for extended periods without repeated applications. Moreover, it is non-greasy.

Riemann P20 products come in various forms and sun protection factors to meet different skin and sunbathing needs.

Founded
1990
Employees
+ 10

Skin Care

Industry

Orkla Foods

Owner

Goals

Brand revitalization

New communiation concept

Creation of new communication concept focused on knowledge to build and expand awareness

New visual identity

Design and production of content for new website, key visuals, social media films and brand guide.

Iternum helped with:

Business model​

Awareness, Branding

Service

Brand Guide, Brand Platform, Social Media, Visual Identity, Web Design

Technology

WordPress

The challenge

When we met Riemann P20, they needed brand revitalization to establish their products as the best and most reliable on the market, positioning themselves as the leading sun protection experts while also becoming an everyday choice for a broader audience. This was crucial as the brand was often seen as overkill, suitable only for special protection needs such as athletes or southern travel.

Over the years, Riemann P20 succeeded in topping test lists worldwide as exceptionally effective and durable sunscreen, building a solid reputation. However, in some Northern European markets, this success led to the perception that using P20 was excessive unless in situations requiring special protection.

The truth is, most sun damage does not occur in situations where special protection is anticipated. They happen in everyday situations where the sun’s rays are underestimated, leading to repeated burns.

It was important for Riemann P20 that the communication supported and enhanced their expert role, increasing consumer knowledge about following sun protection principles adapted to skin type and the sun’s intensity in given situations.

 

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The solution

To increase consumer knowledge about sun protection while positioning themselves as the market’s most effective and reliable sunscreen, we began by developing a communication strategy. The aim was to identify and establish Riemann P20’s key messages and ensure coordinated, effective communication aligned with their overall goals.

The communication strategy first identified Riemann P20’s unique selling points (USPs):

  • Easy – one correct application per day is enough.
  • Safe – exceeds standards in the category, providing the best available sun protection.
  • Trustworthy – research-based and driven by experts who know everything about sun and sunscreen.

During our process, we found that while consumers generally understand the importance of sun protection, many lacked sufficient insight into comprehensive sun protection behavior and the consequences of inadequate protection (sunburns, pigmentation changes, early signs of aging, and damage to skin cells’ DNA).

Consumers also view applying sunscreen as a necessary but not always manageable task. Over the years, they have been exposed to an overload of different names, protection factors, labels, and a focus on beauty rather than protection and care over effect.

Therefore, it was crucial to meet consumers with four core values of Riemann P20 as a product and brand:

  • Responsibility – we take care of you.
  • Uniqueness – unmatched sun protection.
  • Documented – reliable product driven by technology and research.
  • Liberation – practical, hassle-free, and seamless sun exposure.

 

 

The values constituted Riemann P20’s unique and final USP, with ownership of the expert role playing a central role. The communication concept was as follows:

“P20 is the expert. The unique USP. We take ownership of, manifest, and expand the expert role through P20SUNFACTS.”

The expert position was to be taken supremely through P20’s website, where consumer-oriented facts would make up the majority of the website’s content. P20 was confirmed as “The Hero” and made the consumer the solar expert for correct behavior.

This starting point could differentiate itself from the competitors, as it includes all knowledge and consumer needs. All in all, a strong and long-lasting concept with a direct basis in the P20’s unique DNA.

 

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The results

To build and expand awareness of the P20 brand and products, we focused on knowledge, as Riemann P20 aimed to educate consumers to make better sun protection decisions. Through the P20SUNFACTS expert concept, we created a symbiosis of awareness and knowledge, revitalizing P20 as a brand.

The output was:

 

A new visual identity

Consumers need a strong DNA to navigate and a unique expression that can be remembered – and as a brand, this is a standpoint that P20 can own. Initially, Riemann P20’s visual universe was very generic, lacking the DNA to distinguish them from competitors who often use the same “image bank” pictures, forms, and messages.

With our new expert position based on research, facts, and validated experience, we created a visual connection to appeal directly to consumers. We chose to implement a color palette with more “natural” tones to be used across our brand communication. This allowed us to connect with consumers on a deeper level.

 

Design and content production for a new website

A new website was crucial to create insight and engagement. On this website, we aimed to share P20’s expert knowledge with a documentary approach, striving to take ownership of the expert role and educate consumers to become sun protection experts themselves. To capture consumer attention, the rational approach was complemented with an emotional aspect.

Since Riemann P20 is owned by the Norwegian company Orkla Foods, it was natural to collaborate with Orkla IT on developing a website platform. We initiated a collaboration where we were responsible for content production and the visual design of the website. It was then coded by Orkla IT using WordPress Elementor.

 

 

Key visuals

The imagery needed to have a more striking and unique effect, creating an impression. It should convey seriousness, have a contemporary and excellent appearance, and actively highlight the brand so that the P20 “sun” became a central element that consumers could recognize and associate with a trustworthy brand among the sunscreens on store shelves.

We decided to use black-and-white key visuals combined with the P20 sun, a selected SUNFACT, and a key statement, as this created credibility, had its unique expression, and a consistent appearance. The black-and-white look would also differentiate from the typically colorful visuals of competitors, creating a contrast that would catch consumer attention.

 

 

Social Media films (channel optimization of visual style and tone)

The black-and-white visual expression was designed to optimize the store environment and create a strong effect in retail. However, we were skeptical about whether it would have the same impact when developing content for social media (SoMe).

Therefore, we chose to shoot SoMe videos in color to adapt to the channel’s effect and appeal to the target audience. The warm summer tones used also helped signal a lively and vibrant summer lifestyle.

 

Brand Guide

We created a brand guide designed to inspire, touch, and influence how P20 communicates their vision, perspective, values, and the emotions they want to evoke in consumers when they experience and interact with P20 as a brand.

The brand guide is a result of combining experience, strategic processes, user analysis, and the updated visual identity, reflecting the brand’s way of presenting itself in a constantly evolving world.

As always, when developing a brand guide for our clients, it is created as a tool to inspire and guide everyone representing P20, whether board members, employees, or external partners.

It also serves as a tool to establish a common direction for P20’s communication, ensuring the organization communicates as one brand across all platforms, departments, and areas.

“P20 is the expert. The unique USP. We take ownership of, manifest, and expand the expert role through P20SUNFACTS.” – developed communication concept. The values constituted Riemann P20’s unique and final USP, with ownership of the expert role playing a central role.

 

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