Strawberry ChapStick®

Client: ChapStick® (Speculative)

Product: Classic Strawberry ChapStick®

Brief: Reintroduce ChapStick® classic strawberry flavor to a younger, culturally fluent audience while staying true to the brand’s nostalgic term.

Creative Strategy: Playful double-meaning copy that connects lip care to conversation, intimacy, and everyday social connection. Lean into relationship and sensory language to describe everyday life and transform functional benefits (moisture, reliability, texture) into promises using strawberry-rooted wordplay.

Insight: Lips, at the end of the day are social currency. They speak, flirt, kiss, and signal intimacy. Dry lips don’t just feel uncomfortable, they make us self-conscious, pulling us out of moments we want to be fully present in. To have soft lips is to have presence.

OOH Poster AD Series

Strawberry ChapStick® AD posters displayed in metro stations, bus shelters, malls, shopping districts. Anywhere people are mid-commute, between conversations, or on their way to see someone. These are the in-between moments where flirting, meeting up, and true connection happens. And of course when Strawberry ChapStick® matters most.