Legacy brands face an unexpected challenge: decades of expertise are no longer enough.

Winning younger consumers requires translating authority into authenticity without sacrificing credibility.

PanOxyl, a dermatologist-recommended acne brand with more than 50 years of heritage, enlisted Little Big Brands to help them navigate that challenge.

Rather than repositioning the brand away from its clinical expertise, the agency reframed that authority through creators that consumers already trust, building emotional relevance while preserving credibility. Younger consumers don’t reject legacy brands because they’re old.  They reject brands that act old.

The resulting “Here for It All,” campaign is reaching younger audiences through CTV, podcasts, paid social and through trusted skinfluencers and educational content rather than traditional brand messaging.

As seen in: ADWEEK