DON'T PEEL YOUR LIPS! by Cheil Seoul for Chapstick

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DON'T PEEL YOUR LIPS!

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market South Korea
Agency Cheil Seoul
Creative Director Yooshin Lee
Art Director Eunha Ko, Kakyoun Park, Soojin Oh
Copywriter Misu Yi
Released October 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: WYETH KOREA
Product/Service: CHAPSTICK
Agency: CHEIL WORLDWIDE
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA
Creative Director: Yooshin Lee (Cheil Worldwide)
Art Director: Kakyoun Park (Cheil Worldwide)
Art Director: Soojin Oh (Cheil Worldwide)
Art Director: Eunha Ko (Cheil Worldwide)
Copywriter: Misu Yi (Cheil Worldwide)
Media placement: Promotional Gift - shopping bag - 19 October 2009

Describe the brief/objective of the direct campaign.
"Don't peel your lips. Wear Chapstick"

Explain why the creative execution was relevant to the product or service.
Centrum is one of the best-selling products for Wyeth. Its best-selling season is at both the beginning and the end of every year. The reason for its soaring sales record during this time is attributed to the dry weather. Since Chapstick's marketing budget is extremely limited, co-marketing with Centrum proves to be very effective. Every bottle of Centrum sold is packaged in a shopping bag bearing the marketing messages for Chapstick.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
1. Centrum, the best-selling product from Wyeth 2. Everytime a bottle of Centrum is sold, the bottle is given out to a customer in a shopping bag bearing the message of Chapstick. Centrum shopping bag is used as an advertising medium. 3. Thanks to this co-marketing idea, the sales of Chapstick increased in tandem with that of Centrum.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The sales rate for Chapstick, compared to the previous year's record, has 56% increased. When the customer peels the transparent tape off the bag, the tape plucks images off the bag. The image of lips left on the shopping bag looks like it is peeling. Inside the bag, the marketing message is visible, 'Don't peel your lips. Wear Chapstick'