CeraVe’s GOAT Mascot & Cheerleaders Surprise Shoppers!

CeraVe’s Surprise Stunt: A Cheerful Encounter for Pharmacy Shoppers

CeraVe, the beloved skincare brand, has taken a bold step back to its humble beginnings—a pharmacy! This time, they are surprising and delighting fans with a playful hidden camera campaign. Under the creative direction of Jeff Tremaine, co-creator of Jackass, and TikTok sensation Jake Shane, the brand has delivered a truly memorable experience.

Unveiling the “Fan Pharmacy” Experience

Located in the heart of L.A., the “Fan Pharmacy” was a cleverly disguised corner where unsuspecting customers were in for a thrilling surprise. As soon as a shopper picked up a CeraVe product, a wall dramatically swung open, revealing cheerleaders, the endearing mascot Sarah V., and enthusiastic affirmations from doctors, such as: “Look at you, restoring your skin barrier!”

The Brand’s Medical Roots on Display

Renowned for their quality, CeraVe consistently receives top recommendations from pharmacists. According to Jasteena Gill, SVP of Marketing, “the brand wanted to honor and highlight its medical roots.” She emphasized that the campaign is “a full circle moment that gives back to the fans that GOATed the brand.”

A Collaborative Effort from WPP Onefluence

This inventive push was orchestrated by WPP Onefluence, with Ogilvy PR N.A. leading the way, supported by the creative teams at Hogarth Studios and Magna Studios. In an interview with Muse, Cha Spruce, ECD of earned media at Ogilvy, reflected on the unpredictable moments from the hidden camera shoot. “One shopper seemed genuinely interested in our moisturizer but left without purchasing it. Meanwhile, another customer dove behind the shelf in sheer surprise when the curtain dropped!”

Fans Embrace the Charm of Sarah V

With her playful antics, Sarah V has been winning hearts. “People have shown a lot of love for Sarah V,” Gill remarked, highlighting how she brilliantly embodies the passionate connection fans have with the brand. This creative stunt has effectively infused joy into an everyday pharmacy visit, demonstrating that CeraVe continues to prioritize its customers and its roots.

As CeraVe explores innovative ways to engage and surprise its loyal fanbase, it’s clear that their commitment to skin health and customer experience remains at the forefront.

Amy Corr

Amy Corr is the Senior Editor of Muse by Clio.