Challenge: Decide on the one medium that best solves the problem and execute it.
Problem: Men use ChapStick just as much as women, but ChapStick dedicates little effort to advertising towards men.
Concept: A wild man has a softer side.
To fix this issue, my team created an ad campaign and a new package for ChapStick targeting men. Sometimes it is hard for men to express their love, so they show it with their actions like giving kisses on the forehead. The forehead kiss is a strong way to express their respect, care, and love. The ad campaign says even if a man looks wild, all men have a softer side because of the people they care about. That’s why the men use ChapStick.
New Package Design For Men
The Chapstick for Men packaging is designed along with print ads and it introduces a Chapstick reward program were people can receive prizes for actually finishing their Chapstick. Many people lose their Chapstick before they finish it, this program is to help people keep their Chapstick until they use all of it and increase their repurchases.
TV Commercial /Website Popup AD/ Online AD
