Fresh fruit, fresh balm, fresh campaign
Toronto-based creative agency Juniper Park has just released a new ad campaign for EOS, a relative newcomer in the lip balm market.
The retro-styled ads, which “create a unique EOS lip balm world,” according to Alan Madill, partner and executive creative director of Juniper Park, follow the concept of the print ads before them – the product’s round, colourful packages stand in for fresh fruit and candy.
The brand, which launched in 2009, says it is now the second-largest lip balm in America (and even made an appearance in a recent Miley Cirus video). Previous campaigns have won two Effies, as well as two Cassies in Canada.
The new TV campaign will run across the U.S. with the hopes it will further raise brand awareness. The U.S.-based Behrman Communications and RJ Palmer are the PR and media companies, respectively, for the campaign.
The 30-second ads are the first time EOS has made the foray into TV, and will run throughout the winter. Madill said he doesn’t design ads any differently for the American market. “We’re creating work that works universally, that can be shown around the world,” he said.
“There hasn’t been a lot of innovation in the lip balm market – chapstick was launched in the early 1900s – and EOS truly came out with a unique form, a well thought out, delightful design,” he said.
The U.S. lip segment – which includes lip gloss, colour, liner and applicators – was worth more than $548 million in 2012, according to market research group NPD.