we made five little tubes one pretty big deal.

client

Carmex - Carma Laboratories

Category

CPG — Shopper / Social / Experiential

Scope

New product launch — concept through activation

THE CHALLENGE

Launch a novelty lip care product to a younger, more diverse audience with no precedent in the category and a big point-of-difference that was all about size.

What made it bold

We didn't explain small. We dramatized it — taking the campaign to the streets of NYC, Chicago, and Walmart's backyard in Bentonville with a road tour that made a tiny product feel like a very big event.

THE SOLUTION

an idea Too Big to contain

To celebrate the new small size, we just couldn’t contain ourselves.
We dramatized that being small is kind of a big deal. In other words, Minis is BIG!

Big flavor...Big fun...Mini size.

And BIG NEWS for key retail customers and consumers.

MINIS IS BIG ON SCREENS

From :06 YouTube bumpers – to CTV :15s, Minis are making a bold splash on screens all over the place. It’s kind of their superpower.

Mighty Minis :15

Mighty Minis :06

Balm Squad :06

Balm Squad :15

Give us a LIKE ❤️

TikTok is the newest thing that’s blowing up the social media world. We love how creative and inclusive it is. It makes perfect sense to bring this idea to this platform and ask TikTok to show us how BIG are Minis in where they live.

TikTok

Minis is Big in the streets

We knew that in order for people to really understand just how big these little tubes of goodness were, they had to see just how cute they were for themselves, so we literally went to the streets with an extensive road tour of three major markets. We showed up on the streets of NYC, all around Chicago, and in the picturesque landscape of Northwest Arkansas, Walmart’s backyard.

As part of our street activation, we used really BIG animated building projections that couldn’t be missed.

Minis is Social

Making friends and staying connected is must in this day and age, and we made sure to engage our friends when and where they were. We wanted to be part of their posting and wanted to invite them to part of ours.

Green Screens are fun

We offered visitors in every market we visited a little keepsake photo as a souvenir that they could share with friends, post on social media, or just keep for themselves. It was the ultimate expression of making them part of the idea.

THE RESULT

This bold, fully integrated launch delivered over 5 million impressions that drove 20% sales increases, which was 10% greater than the category. We can safely say that we have effectively helped this new product make a mark on an extremely competitive category and positioned it to win the hearts and lips of key retail customers and consumers, including the younger, more diverse novelty target in ways that no other lip care product has done before. And we think that’s a pretty BIG deal.