Established back in 1891, Lypsyl lip balms have been around for 125 years, but in recent times, Lypsyl have disappeared from the forefront of consumers’ minds. Alliance Pharmaceuticals acquired Lypsyl in 2013 and wanted to relaunch the product.
After reformulating the product, introducing new packaging and a logo, we were tasked in the summer of 2016 of creating a way of showcasing Lypsyl within a crowded marketplace.
Our solution was to create an ad campaign that would stand out and establish Lypsyl firmly back in the lip-care market.
Robin Hammond, Creative Director, spoke about the campaign conception, ‘We wanted an idea that would set Lypsyl apart. For so many years it’s been a household name, but perhaps a little taken for granted. The new flavours and packs gave us the perfect opportunity to create a campaign to get women talking and engaging with the brand, by featuring real-life tough guys with a softer side, and of course soft, kissable lips. If blokes are encouraged to try Lypsyl too, then so much the better!’
We needed to bring to life our vision of a rugged guy with a soft exterior who had a ‘tough’ job.
‘Soft where it matters’ was conceived and shooting took place in Nottingham during a bitter January – perfect conditions for delivering our concept.
Results and Reactions:
The final cut was well received by our clients at Alliance Healthcare and the concept has been used as the basis of the Lypsyl brand campaign throughout 2017.