Durham-based agency Baldwin&, Burt’s Bees’ agency of record, is bringing the brand to television for the first time in its 30-year history with a new campaign promoting its line of flavored lip balms.
The campaign is built around one 30-second and two 15-second ads utilizing whimsical animation to illustrate the variety of flavored lip balms from the brand. In the the 30-second spot, bees drop a tube of the brand’s original mint-flavored lip balm and a mint parachute opens. We then see grapefruit butterflies representing Burt’s pink grapefruit variety, chased by a honeycomb net on top a tube of honey-flavor. The scene unfolds to represent all of the brand’s flavored varieties, followed by the new “Uncap flavor” tagline.
“Lip balm is becoming something more like a gum product that brightens up consumers’ day,” Tad Kittredge, associate director of marketing at Burt’s Bees, explained to The New York Times. So while lip balm has traditionally been marketed to treat conditions like chapped lips,”…recently you’re starting to see a lot more of what I would call personality-driven and lifestyle-focused advertising, and we’re focused on the flavors as a way to reinforce the fun aspect of the brand,” Kittredge said.
In addition to the brand’s first television spots, which break Monday, the campaign also includes a print component, which uses similar imagery to promote the brand’s variety of flavors in full-page print ads.
Agency: Balwin&, Raleigh, North Carolina
CDs: David Baldwin, Bob Ranew
AD: April Lauderdale
CWs: Ryan Waite, Lisa Shimotakahara
Project Manager: Mattias Davidsson
Account Director: Jennifer Hazelett
Production Co.: Brand New School, New York
Creative Director: Sean Dougherty
Producer: Johnna Macarthur
Designer: Sakona Kong
Flame Artist: Mark French
3D Animators: Jon Burke, Ohad Bracha
Compositor: John Laughlin, Jeen Lee
Music/Sound: Antfood, New York