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From Lip Balm to Skin Care for Lips

We co-created the future of this historic brand on BrandInformers™ , uncovering a groundbreaking insight that turned ChapStick, Pfizer’s oldest brand, into its fastest growing brand for 5 years in a row.

The challenge

ChapStick invented the lip balm category, but a lot changed since the brand was Founded over 130 years ago. New players had flooded the category, proliferating choice. In a sea of competition, lip balm consumers lacked brand loyalty, buying on impulse, rather than with thoughtful preference. This iconic brand needed reinvigoration to attract new users, who were discovering 300 new lip products annually.



We unearthed an adjacent category’s consumer behavior that, when leveraged for lips, created a record setting, highly incremental growth trajectory. We challenged consumers to care for their lips as thoughtfully as the rest of their skin, and the rest is history. Our new positioning, pipeline of innovation, and advertising approach fueled this beloved brand.   



Years of record breaking sales


Incrementality on new items


Total Hydration sales year-on-year

Brand Foundations | BrandInformers™ |  Visual Identity Design | Insights | Big Idea | Messaging Strategy | TV | Print | Social + Digital

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