Oxy turns UGC into back-to-school 'Zitcoms'

"Just in time for back-to-school season, the Mentholatum-owned skincare brand has launched 'Zitcoms,' a content campaign that trades clinical messaging for something teens actually want to watch: awkward, self-deprecating humor. The series, created with agency The Bam Connection, uses influencers, everyday consumers and even high school drama departments to stage mini sitcom-style skits about acne struggles. The result is part branded content, part user-generated experiment and part theater performance, designed to feel more authentic than glossy ads and more relatable than medical claims."

"But with Gen Z more likely to turn to TikTok for skincare advice than a TV commercial, the challenge is cultural relevance. "The Oxy Zitcoms campaign is designed to engage our audience with relatable and entertaining content," says Rob Baiocco, chief creative officer at The Bam Connection. "We believe that humor and relatability are key to connecting with our target audience and driving engagement.""

Oxy launched Zitcoms, a back-to-school content effort that replaces clinical acne messaging with awkward, self-deprecating humor to appeal to teens. The series enlists influencers, everyday consumers and high school drama departments to stage mini sitcom skits about acne struggles, blending branded content, user-generated experiment and theater performance for an authentic feel. The Bam Connection handles creative, strategy, sampling, partnerships and media as the brand modernizes without abandoning credibility. The work lives largely on organic social with paid ads following. The approach aims to reduce stigma and encourage teens to share, remix and laugh rather than tune out.

Read at The Drum