Established in 1985, Australian Gold is a fast-growing sun-care brand. Sold in more than 50 countries, it is recognized by its mascot “Sydney”, a koala bear riding the waves on a golden brown surfboard.

Australian Gold’s strategy had two components: develop a distinct brand message and communicate it to the public. To differentiate its brand Australian Gold developed a campaign, “Live the gold life”, which epitomized beaches, sun and fun. Such lifestyle branding was believed to be more effective than emphasizing functional benefits of the product, such as UVA/UVB protection, water resistance and purity.