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  • Blistex Jpeg 1

' Blistex Intensive Moisturiser '

Client: Blistex
Brand: Blistex

The challenge
Products only associated with occasional use and an older audience.

The solution
Redefine target audience to 25-45, and aspirational to both older and younger groups
Focus media spend around key selling peaks enabling Blistex to be a big player during those times
Create impactful communications to communicate lip care expertise and daily care using TV, idents and PR

Even with a much smaller spend total Blistex sales increased by 4.6% for the year compared with competitors ‘Nivea’ and ‘Vaseline’ which saw declining sales of -7.7% and -9.1% respectively. Blistex Intensive Moisturiser sales in the 12 week period were up +5.3% YOY whilst the total lip-care market was in decline (-6.4%). Web traffic increased by 32%.
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