A new creative platform for
Burt’s Bees UK & Europe
Once upon a time Burt & Roxanne left their hectic city lives to jar-up beeswax from a turkey coup in rural Maine. They were natural skincare pioneers. Four decades later Burt’s Bees is a household name. But how do you stick out in what is now a wildly competitive category?
Lovers were invited to help Burt’s Bees boost brand affection and product consideration across the UK & Europe, rethinking the creative approach for all marketing. We developed a flexible new creative platform for all media, celebrating natural ingredients & brand charm.
CELEBRATING PRODUCT EXPERIENCE
The best thing about Burt’s Bees is the genuinely natural ingredients. Breathable beeswax, not greasy petroleum like a lot of lip balms out there. Market research showed an audience thirsty for moisturisation, so our campaign platform needed to connect ‘nature’ with ‘moisture’.
brand power
Sure, people buy things based on product benefits. But if you only compete like-for-like your marketing ends up very transactional. As a brand choice, Burt’s Bees gets you further than product performance. It’s about delight. Fun flavours. Joyful quirk. Bee majesty.
Naturally Nourishing
a new campaign platform
We anchored our new campaign platform in two words: ‘naturally nourishing’. This central idea would drive everything, from our ingredient pride to our easy-going tone of voice (naturally), helping us signpost moisturisation and other joyful lifts from the brand (nourishing).
“The ad recall performance was notably strong at 55% — comfortably towards the higher end of typical rates (10%-40%) along with impressive effectiveness in driving purchase consideration, with a 20% uplift”
my little friend
This product is a companion, whipped out multiple times a day – not just for moisturisation but for pleasure and contact. It feels great placing a breathable layer of beeswax on your lips, drenching them in nature’s nectar. Our campaign visuals evoke that ‘plunge’ feeling.
“Lovers are a dream team to work with! The precision of strategic thinking, creative flair and unfailingly friendly, collaborative, style has made delivering our first 360 campaign a real treat. The team love working with Lovers, it has been refreshing to have innovative thinking instilled in the team, inspiring us all to think differently and push our brand to the next level.”
Tingle All The Way
The four seasons
Seasonality is really important for Burt’s Bees. The campaign toolkit had to anticipate big gifting moments like Christmas, empowering in-house teams to sustain the visually nourishing collage approach with extra creative leeway for social media channels.
Retail Is Detail
point of sale
In a campaign like this the energy from paid media has to flow through into store too. We helped the retail team make sure we continued the campaign look, sound & feel into key partner sites with Boots and online with Amazon, keeping everything joined-up.
