We introduced “PREtection” to reposition OFF! from a reactive, seasonal product to an everyday preventative ritual, expanding its relevance beyond moments of need and opening up new occasions for use. To support global rollout, we designed a modular campaign system that allowed local markets to customize assets by SKU and context while maintaining a consistent global brand language across all touchpoints.

The system streamlined localization across markets, accelerated rollout speed, and ensured brand consistency while giving regional teams the flexibility to adapt the work, ultimately shifting OFF! into a globally scalable, everyday prevention brand.