In this episode of Adspeak by ADWEEK, host Brittaney Kiefer sits down with Roy Fleeman to discover how Vacation reworked sunscreen from a practical necessity into an immersive way of life model.
Roy shares how the group makes use of nostalgia, sensory design, and meticulous consideration to element to create merchandise that really feel joyful and collectible. They talk about why manufacturers must be knowledgeable by tendencies with out being outlined by them, how packaging can develop into a robust storytelling device, and why designing each buyer touchpoint issues.
From fragrances and marketing campaign ideas to delivery experiences and social content material, Roy reveals how Vacation builds cultural relevance by creating moments that prospects wish to share, bear in mind, and revisit lengthy after their vacation-inspired buy.
What You’ll Learn:
- How to reposition a commodity class by figuring out emotional gaps
- The “This Not That” design framework for genuine model differentiation
- Why broad nostalgia outperforms decade-specific retro aesthetics
- How to weaponize packaging inconsistency as a collectibility technique
- The energy of hyper-specific second advertising and marketing to drive product narrative
- How to design each touchpoint as an immersive model expertise
About the Guest:
Roy Fleeman is VP of Design at Vacation, the leisure-enhancing sunscreen model that’s revolutionizing how shoppers take into consideration solar safety. With a background in promoting and model design, Roy has spearheaded Vacation’s distinctive visible id, reworking sunscreen from a medical necessity right into a coveted way of life product via meticulously crafted packaging, nostalgic aesthetics, and immersive model experiences.