Redefining a brand and owning conversation one pair of lips at a time.
Challenge- Chapstick had become the category expression for the range, not a brand. We needed to get the name to mean something again.
Idea - We knew people were talking about ChapStick, their little habits, their favourite flavours and so on. On Everyone's Lips was a 360 campaign (digital, social, radio, print) and complete brand overhaul that brings that conversation and the fans to the forefront; makes their voice, the voice of ChapStick. The campaign won us AOR