One hundred and twenty five years after it first appeared on the market, iconic lip care brand, Lypsyl, owned by Alliance Pharmaceuticals, has launched a bold new advertising campaign to support its recently reformulated collection of seven lip balm sticks.
The #SoftWhereItMatters campaign features Ollie, a hard-working farmer from Nottingham and his impossibly cute companion, Dora the dog. Turning the female beauty industry ‘norm’ on its head, Lypsyl features a male subject in the ad campaign. The aim was to bring a disruptive, counter-intuitive campaign to the market to get Lypsyl’s female audience not only purchasing the product but talking about it.
Despite his tough exterior, Ollie is #SoftWhereItMatters. His family comes first and his work ethic is infectious. He isn’t afraid to get stuck into hard tasks, but he’s also a very big softie at heart. Women like to have soft, kissable lips, but real men, with a softer side also have kissable lips thanks to Lypsyl.
Karen Hampshire, senior brand manager of Lypsyl, says: ‘We wanted a concept that would set Lypsyl apart in a very busy market and support our retail partners. Lypsyl has been a household name for so many years; it perhaps gets taken a little taken for granted. The new fragrances and packaging give us the perfect opportunity to create a fresh, new campaign to get women talking and engaging with the brand. Ollie was the perfect choice to be the star of Lypsyl, we want to feature real-life hard-working guys and show their softer sides.’
Following a two-year R+D phase, Lypsyl has recently been relaunched with a new formulation and new product fragrances. (Strawberry and Pomegranate, Cherry and Almond, Mint and Fennel, Cucumber & Aloe, Coconut & Almond, The Original and SPF 50 with Vanilla). The logo and packaging design was delivered by SeymourPowell. The brain child of the campaign is Liquorice, with filming by Awesome Films, supported across social media and PR by Nobull Comms.