Melbourne indie agency SICKDOGWOLFMAN launches own SPF brand, SLATHER

Sometimes, a swirling wind of insights, experiences, and ambitions can all collide at just the right moment.

Following a series of personal experiences, first-hand category observations, and an ongoing desire to create something for themselves and the people close to them, the crew at Melbourne independent SICKDOGWOLFMAN, have taken the leap and launched their own brand – SLATHER – a high protection broad spectrum SPF50+ sunscreen (and moisturiser) hell bent on making sun protection messaging worth people’s time.

The skincare and SPF category, for the most part, presents as clinical and pharmaceutical. The messaging frequently cold and rational, or overtly sun-loving in its expression, and often with a feminine lean. The end result of this monotonous approach has landed Australia in the no.1 slot for skin cancer. That’s no.1 in the entire world. With studies showing, despite living on a sun-drenched desert island, fewer than 3 in 10 Australians use sunscreen regularly. With males being the biggest offenders.

Spotting an ozone-sized hole in the market, SICKDOGWOLFMAN saw the opportunity to not only change the tone and context of the conversation, with ‘THE SUN IS NOT YOUR FRIEND’ a striking brand positioning for a sunscreen, but to bring a degree of sensible aesthetic edge to a category devoid of real feeling and meaning.

The brand has launched on Insta and TikTok @slatherspf, featuring an in-house animation and delightfully 90s-esque jingle produced by Production Alley, and of course, a home at slather.com.au.

Stay tuned, because there’s more to come.