Problem: In an oversaturated market, how can we separate Aveeno from the rest of the pack?
Idea: However your hands work, oats make them work better.
Solution: By drawing on Aveeno's unique selling point, their oat-based formula, we communicate that Aveeno is the best hand lotion for men.
Ultimately separating Aveeno from the competition, while targeting an untapped market.
CW/AD: Just me and my two hands.