Carmex Minis – Challenge
Carmex Lip Balm – best known for the small round "thumb jar", and trusted for its protection – was losing ground, as category buyers were gravitating towards products with more fun, flavor, and trend appeal upon impulse, at the point of sale.
Enter Carmex Minis: pocket-friendly version of the original, with intense flavors and a cute, made-for-fun size.
Strategy
Users said they were trying new brands and flavors on a whim; it was a self-empowering, “promiscuous” act, and something they were obviously having fun with. The strategy:
GET – Promiscuous, empowered lip care users
TO – Believe Carmex Minis have unique powers
BY – Proving Minis is not Carmex as usual: big on flavor, big on fun.
Because who doesn't love something small but superpowered?!
Content
This full-funnel campaign was super-powered: on walls, Mini Coopers, TikTok, in front of and inside Walgreens, Walmart (and Walmart.com), and a million other places: truly omnichannel.
It got +50MM impressions, driving +15% sales lift over projections, and additional front of store placement for the new products. Adding up to the most successful new product launch in decades.
A mighty mini indeed.
Minis - :30 Base
Chicago Minis - Tiktok
Beach Minis - Tiktok
Park Minis - Tiktok
Carmex Minis - Case Study
A 3-city experiential tour – built around activation with key retailers – brought the super-powered strategy to life, at fairs and festivals, and near Walmart, Walgreens, and CVS stores in Chicago, New York, Bentonville
