Retail
Attracting Gen-Z in World Travel Retail
Increasing awareness and saliency for Burt's Bees across Europe
TVC, Transcreation & Social Campaign
Burt’s Bees, a beauty brand whose purpose is to rewild the world, exists in a category over saturated with product claims and promises of a better self. For the most part, these messages blend into each other, with no real distinction pulling them apart, meaning brand saliency, and loyalty, is low.
Previously the brand’s comms strategy played within the norms of the beauty industry, relying heavily on functional product messaging. As a result, many people knew of Burt’s Bees as a lip balm, not a conscious beauty brand with a portfolio of products. It was therefore our job to change that perception, creating a brand platform that connected with Gen Z in a more authentic way.
Enter, Burt.
BRINGING THE BRAND STORY TO LIFE
Burt Shavitz (along with his partner Roxanne) founded Burt’s Bees. Burt had a simple approach to life that stated, “If it ain’t fun, don’t do it.” To us, he was the perfect beauty ambassador for a non- conformist audience. We saw his potential to represent the spirit of Gen Z, who mirror the same values in their life – doing more of what makes you happy.
This allowed us to create a connection between the brand and the consumer, uniting us in our shared passions to challenge convention, not to just be different, but because we know there’s a better way.
The proposition that led us to the final brand comms was ‘gentle non-conformity’.
UNDERSTANDING GENTLE NON-CONFORMITY FOR OUR CONSUMERS
We carried out a cultural audit to delve into Gen Z passion points and identify rich territories for creative exploration that also reflected Burt’s philosophies.
We uncovered four pillars of ‘non-conformity’ that we then used as guidelines for our campaign imagery.
We created ownable and distinctive assets by introducing simple design styles to enhance the brand’s existing imagery and elevate stock imagery, including a graphic highlight in Burt’s Bees yellow, slight imperfections on graphical elements, and a soft image filter, making future assets easy to create.
