ChapStick

Never let your lips go naked campaign

concept 1|concept 2|concept 3

challenge

ChapStick had a fantastic print campaign based upon the tagline, Never let your lips go naked. The campaign highlighted their wide array of flavors with a focus on three new sticks: True Shimmer, Fresh Effects and 100% Naturals. The campaign existed in print, but until this point had never ventured into interactive territory. ChapStick challenged us with creating a banner campagn that would capture the essence of their campaign in a fun and engaging way. The primary goal was to boost brand recognition on youth-orientated websites, with a secondary goal of driving traffic to their homepage.

solution

We created 5 concepts in total, all of which were successful in achieving ChapStick's goal of brand recognition. We also developed 1 interactive concept, in which users were able to drag and drop dresses from their print campaign onto a "naked" ChapStick tube. In doing so, the user would learn more about their newest flavors while receiving some sagacious insight into their personality. This particular banner had the most successful clickthrough rate in Pfizer Consumer Health's interactive history.