A set of print ads made to reposition Burt's Bees as a brand for men & women.
Insight: Burt’s Bees would be just as good a product for men as it is for women.
Problem: Burt’s Bees is currently only marketed towards women.
USP: Burt’s Bees natural formula is more reliable and works better than other lip balms.
Voice or Tone: Cheeky yet masculine
The core idea behind this campaign was to target men with the idea that Burt's Bees lip balm was something they could hold up to the essential things in life. By comparing the product to things like family, friends, and one's career, I had the goal of ensuring men could see Burt's Bees as more than just a cosmetic product.