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Posts Tagged ‘Sean Dougherty’

Baldwin& Brings Burt’s Bees to TV

Durham-based agency Baldwin&, Burt’s Bees’ agency of record, is bringing the brand to television for the first time in its 30-year history with a new campaign promoting its line of flavored lip balms.

The campaign is built around one 30-second and two 15-second ads utilizing whimsical animation to illustrate the variety of flavored lip balms from the brand. In the the 30-second spot, bees drop a tube of the brand’s original mint-flavored lip balm and a mint parachute opens. We then see grapefruit butterflies representing Burt’s pink grapefruit variety, chased by a honeycomb net on top a tube of honey-flavor. The scene unfolds to represent all of the brand’s flavored varieties, followed by the new “Uncap flavor” tagline.

“Lip balm is becoming something more like a gum product that brightens up consumers’ day,” Tad Kittredge, associate director of marketing at Burt’s Bees, explained to The New York Times. So while lip balm has traditionally been marketed to treat conditions like chapped lips,”…recently you’re starting to see a lot more of what I would call personality-driven and lifestyle-focused advertising, and we’re focused on the flavors as a way to reinforce the fun aspect of the brand,” Kittredge said.

In addition to the brand’s first television spots, which break Monday, the campaign also includes a print component, which uses similar imagery to promote the brand’s variety of flavors in full-page print ads. Read more

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Thursday Odds and Ends

 

-In other CP+B news, the agency promoted Lindsey Allison to VP, group planning director in the L.A. office, where she’ll serve as strategic lead on Old Navy and Under Armour.

-McGarryBowen wins some more biz, this time Cars.com. link

-twofifteenmccann opens a happiness factory of its own in a new spot for Coca-Cola’s Fuze Tea (above).

-Here’s some reaction to Governor Cuomo and BBDO New York’s “I Love NY” logo reinvention campaign. link

-Wow, the Psychic Friends Network is still around? link

-After spending the last two years at Superfad, Sean Dougherty has returned to bi-coastal prodco Brand New School to take on the title of CD/director.

-Dish wins round one against the networks, namely Fox, in its ad-skipping case. link

-Google’s ad chief explains why Google “gets” ads. link