Copywriter Anna Longoria, ‘

Creative Director  Max Maldonado

ChapStick

Brand Statement

-ChapStick believes in giving your lips the long lasting moisture they might be lacking.  

Consumer Benefit

 -Using ChapStick hydrates your lips and protects them from UV exposure, as well as from getting chapped. It can also be applied on already chapped lips for relief. 

The Issue

-In the growing lip balm industry, ChapStick is the go-to versus all the other options out there. The brand wants customers to associate ChapStick with fun and youth while still showing how it could benefit the customer’s lives.

Our Goal

-ChapStick wants to promote the benefits their formula has in fighting chapped lips. Our goal is to make ChapStick feel youthful and playful, while still getting the message across that ChapStick will protect your lips.

Target Audience: 

-18-24 year olds who are fun loving, and carefree. These people love taking care of their bodies and prioritize self care on a budget. During the day they have part time jobs and school, and their busy lifestyle make them appreciative of easy and quick products in their lives that can travel with them to each destination.

Insight

-This audience appreciates convenience in their hectic lives.

-This audience enjoys the little things in life.

-This audience has many superhero fans.