CHAPSTICK BRAND by R/GA New York for Chapstick

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CHAPSTICK BRAND

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Industry Cosmetics & beauty products
Media Design & Branding
Market United States
Agency R/GA New York
Executive Creative Director Taras Wayner, Chuck Tso
Creative Director Andrew Payton
Copywriter Rick Ardito, Grant Smith
Producer Lisa Greenleaf
Released October 2011

Credits & Description

Category: Consumer Products
Advertiser: CHAPSTICK
Product/Service: CHAPSTICK
Agency: R/GA
Creative Director: Andrew Payton (R/GA)
Executive Creative Director: Chuck Tso (R/GA)
Creative Director - Mobile & Social Platforms: Cyrus Vantoch-Wood (R/GA)
Copywriter: Grant Smith (R/GA)
Sound Mixer: Keith Reynaud (R/GA)
Producer: Lisa Greenleaf (R/GA)
Copywriter: Rick Ardito (R/GA)
Audio Producer: Sound Lounge, New York (R/GA)
Executive Creative Director: Taras Wayner (R/GA)
Design Director: Virgilio Santos (R/GA)
Media placement: Logo - Multimedia - 1 Oct 2011

Describe the brief from the client
Chapstick is the world’s most beloved lip balm. The brand design hadn’t been updated for decades, so they asked us to help modernise the brand.

Describe the challenges and key objectives
The main challenge was to update the Chapstick brand while remaining faithful to its established identity.

Describe how you arrived at the final design
We started with a lip mark from a 50’s Chapstick ad, and redesigned it for today. The new logo was the basis for 'On Everyone’s Lips', a social campaign that invited people everywhere to talk. Fans’ social responses to Chapstick questions became the actual ads.

Give some indication of how successful the outcome was in the market
Chapstick’s brand presence gained more exposure than it has in its recent history.