Context
Story Listening
Story
Telling
Story Making
Results
Reframing For Growth: From Medicine To Lifestyle Essential
For years, ChapStick was a staple in medicine cabinets as a solution for chapped lips. However, consumer behavior revealed a different story: people were using ChapStick not just for relief, but as a beauty and lifestyle brand, integral to their daily routines. Flavor innovation and messaging was failing to drive growth; the brand sought to claim its iconic status within culture to drive engagement and conversion.
“Little rituals help psych me up and get me ready to face the world; Chapstick makes me feel ready to speak my mind.”
Deep dive market analysis and social listening unearthed a revelation: Chapstick was more than just a lip balm – it was a badge of social readiness. The brand team listened to countless stories of consumers who claimed they’d never go out without their Chapstick and realized that the brand was a comforting social ritual used by many to prepare themselves to face the world.
When the Chapstick Goes On. It’s On.
Self-expression became the mantra. The brand maintained functional messaging with lower funnel activations but shifted the upper funnel to capture the free-spirited, expressive nature of the brand’s role in culture. This included a new tagline that celebrated people boldly expressing themselves, and a series of playful social programs where fans were enticed to create their own Chapstick music videos.
Visual Overhaul And a Renewed DEI Commitment
The legacy logo was updated along with the brand’s visual language to cue modern lifestyle brand. Strong social programs reinforced the brands commitment to inclusion and personal expression, including the “It Gets Better Project”, “Operation Gratitude”, and smaller partnerships with influencers who also championed personal expression.
Sales expanded beyond seasonal; user generated content doubled; equity measures surpassed KPIs