WHAT ARE WE TRYING TO DO?
Get people with severely chapped lips to choose New ChapStick Medicated (SPF4) Lip Balm for relief. ChapStick Medicated Lip Balm Helps prevent and temporarily protects chafed, chapped, cracked, or windburned lips.
WHO ARE WE TALKING TO?
Medium to Heavy users of lip balm category who suffer from severely chapped, dry lips. Male and Females 18-35 who live in suburban neighbourhoods.
WHAT WOULD THEY DO IF THE BRAND DIDN’T EXIST?
They would use another brand, maybe Vaseline, EOS, Blistex or Burt Bee’s for their severely chapped lips.
WHAT DO THEY CURRENTLY THINK?
ChapStick is the No. One brand for lib balm. It’s an icon. People don’t believe that Chapstick is strong enough to soothe and heal severely chapped lips. It could seem just fun, out-dated and not powerful enough for REALLY chapped lips.
KEY INSIGHT THAT DRIVES THE BRIEF
People are loyal to their lip balm. Some would say they are addicted. When it comes to a medical issue with their lips they feel they should choose a stronger or prescribed brand. Chapped lips suck. Severely chapped lips can be very dry, cracked, unbearably, embarrassing and painful.
STRATEGY • INTRODUCING CHAPSTICK MEDICATED LIP BALM. POWERFUL ENOUGH TO SOOTHE, HEAL and PROTECT SERIOUSLY DRY, CHAPPED LIPS.
WHAT ARE WE REALLY SELLING?
Smooth, soft lips.
WHY SHOULD THEY BELIEVE US?
The ingredients are specially formulated for severe cases of chapped/cracked lips. ChapStick is the category leader. This product is the medicated, more powerful version of regular ChapStick. With all it’s variety in lip balm it keeps up with the time and consumer needs. ChapStick has a long standing history of being No.1 in the lip balm category.
WHAT IS STANDING IN OUR WAY?
Competitor’s like Blistex Medicated 9( $2.50) Burt’s Bees Medicated Lip Balm $4.00 (A “NATURAL” ALTERNATIVE) and perception that ChapsStick isnt strong enough to soothe severely chapped lips.
BRAND BUILDING BLOCKS
Iconic logo. Iconic brand – a brandnomer tone : bold, inventive, soothing and contemporary
WHAT DOES SUCCESS LOOK LIKE?
Become #1 Lip Balm in the Medicated Lip Balm Category