Put your lips first

ChapStick is skincare for lips.

Published On
Jul 29, 2019

Description

BURNS GROUP unearthed an adjacent category’s consumer behavior that, when leveraged for lips, created a record setting, highly incremental growth trajectory. They challenged consumers to care for their lips as thoughtfully as the rest of their skin, and the rest is history. The new positioning, pipeline of innovation, and advertising approach turned ChapStick, Pfizer’s oldest brand, into its fastest growing brand for 5 years in a row.

chapstick

 

 

 
 

Credits

Date
Jul 29, 2019
Agency :
Burns Group
ECD :
Nicole Lucey
ECD :
Sam Arcade
Art Director :
Nicole Farina
Writer :
Whitley Edwards

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Industry
Project Type