Wyeth breaks first Canadian ChapStick campaign
By Adnews Staff
Wyeth Consumer Healthcare began its first original Canadian advertising campaign for ChapStick lip balm this week. "We felt it was time to rollout uniquely Canadian advertising, addressing uniquely Canadian needs, to reach these consumers and show them the benefits of using ChapStick," said Sarah Calligan, product manager for the brand. The two television commercials, created by Anderson DDB Health & Lifestyle of Toronto, will run for several months. The creative associates the ChapStick brand with winter by illustrating what can happen to people who don't carry the product. The first ad, called "Inuit Kiss," depicts two people running towards each other across a winter landscape. When they meet, they realize their lips are too chapped to kiss, so they rub noses instead. A voiceover says, "Out of ChapStick? Don't get stuck without your ChapStick." The second ad, called "Survival," shows two men with chapped lips and winter clothing standing in the midst of blowing snow. A voiceover says, "It's one of the harshest climates in the world." The camera pans over to a woman with a snowboard standing in a ski resort, applying ChapStick to her lips. The voiceover says, "So don't get stuck without your ChapStick."