There’s nothing good about being chapped.
clientCarmex / Carma Laboratories
CategoryCPG — Brand / Digital / Video
ScopeBrand campaign — creative concept through media execution
THE CHALLENGEMake an 83-year-old lip care brand relevant to a younger, digitally-native audience without alienating the loyal core who built the brand.
What made it boldSix seconds. The contrast between chapped and not chapped was so dramatic — and so deliberately over-the-top — that the bumper ads were impossible to skip and equally impossible to forget.
THE SOLUTIONGo from chapped to not chapped in the time it takes to apply a little relief to your dry lips.
We decided to use extremes to make our point. In the example, the difference between someone who is chapped and someone who is not chapped is dramatic - even a little over-the-top, but that’s what we wanted. The contrasts made the message both fun and memorable.
MAKE AN 83 YEAR-OLD BRAND RELEVANT IN A FAST PACED, DIGITAL WORLD.
the TRANSITION from chapped to not chapped is dramatic – and a little bit hilarious. A couple of short very powerful video bumpers, about six seconds long, that were impossible to miss. The visual contrast was in a word, BOLD. The percussive rhythm made them memorable. We urged people to choose NOT CHAPPED, because no one is at their best when they’re chapped. That’s a universal truth.
Multi-unit digital channel media strategy
Leveraging the high awareness of the brand we used dynamic digital media unites with a single-minded message that was impossible to ignore and fun to watch.
THE RESULTWe already knew that Carmex was the most respected lip care brand, and that was without making any new marketing efforts. This campaign simply helped make it the brand more relevant to a younger, hipper, more savvy audience without alienating their legacy core. It’s fair to say no one was chapped by this work and the client was decidedly NOT CHAPPED by its results.