Chapstick
Chapstick
Reason For Campaign:
Some men are self-conscious about applying lip balm in public, creating an opportunity for ChapStick to comment on this behavior
Target:
Traditionally Masculine Men
Traditionally Masculine Men are the men in our lives who refuse to do anything that might seem effeminate in any form. This could be downplaying emotions or refusing to use any form of self care beauty products. Traditionally Masculine Men also tend to find ways to assert their manliness through maintaining toughness.These men value simplicity and functionality within their purchasing decisions.
Strategy:
““For men that are self-aware of their own masculinity, ChapStick allows them to moisturize their lips while maintaining their manliness.”
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Big Idea: Trust It, Chaps
Video Spots
Interactive Banner Ads:
