ChapStick will re-establish itself as an essential item that should be part of every activity. The tagline “Back to the Basics” will suggest that ChapStick is a must-have, “basic,” item. At the same time, it hints at the longevity of the brand since ChapStick is, in fact, the original lip balm – so it would be the most “basic” choice. The visuals will clearly suggest that ChapStick is a “basic” item by placing it in a sequence with two other items that would typically be considered basic as well (depending on the activity and audience).
These series of advertisements will restructure the consumer’s schema by including ChapStick in many associative networks, which will help keep ChapStick as a “top-of-mind” brand. This is important since lip balm typically places itself at the store checkout as a last-minute item, so consumers are forced to make a quick decision.
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This advertisement will be printed in People magazine. Since 71% of their audience is female, this magazine is perfect for the target audience of 18-24 year olds skewed female. However, it is designed as gender-neutral in order to maximize its reach of the full age group. The design suggests that the essentials for any exercise-based activity (running, hiking, biking, walking, etc.) are music, shoes, and ChapStick. The inclusion of the word “Classic” in the product name emphasizes the brand’s long-lasting iconic quality. It encourages viewers to “choose their classic flavor” giving them the opportunity to add “classy” to their self-construct with the possession of a classic item.
While a consumer has control over how much time they spend viewing a print ad, an outdoor board must be comprehendible in only a couple of seconds. Additionally, the audience of the billboard will be much more diverse, as it naturally consists of anyone who happens to drive by it. Thus, the items selected for this ad are meant to be universal and simple. Since food and water are the basic needs for survival, this ad suggests that ChapStick is equally important. While there is no explicit call-to-action, portraying ChapStick as another functional need suggests that immediate action should be taken to obtain a ChapStick if the viewer does not already own one.
This advertisement encourages consumers to post pictures of themselves doing an activity with ChapStick, and then these pictures will be used in the creation of similar ads.
Since social media use is high among the target audience, this will be the strongest part of the campaign as it will have the greatest reach. The promotional contest aspect of this campaign will motivate consumers to participate, while their own shared pictures with ChapStick acts as free advertisement. Furthermore, the posts of these non-marketing sources will enhance credibility as other consumers see their family and friends using ChapStick. By building buzz, ChapStick has the potential to become a trendy product and re-establish its place in the market.
