Blistex
Be a Loser
Challenge: If there’s one thing that unites Blistex customers — it’s losing Blistex. But given that all Blistex casings are made of plastic, millions end up in landfills every year, where they’ll never biodegrade.
Insight: Instead of trying to make people lose fewer chapsticks, what if Blistex made losing chapstick a good thing?
Idea: Create an entirely biodegradable chapstick and encourage Blistex customers to be “losers” so the environment’s a winner.
To minimize the amount of Blistiex ending up in landfills, Blistex has developed its first line of 100% biodegradable chapstick. An increased price tag also means the production of each chapstick is carbon neutral, so whenever you act like a loser, you’re actually snagging a W for the planet.
Your Loss, Earth’s Gain
Blistex X Buzzfeed
Buzzfeed quizzes have been used by millions to answer life’s biggest questions, like “What kind of onion would I be?” Now, people can find out whether or not they’re worthy of the title, “loser”.
(Spoiler alert: If they are, they’ll be eligible for a discount on their first purchase of biodegradable blistex.)
With the launch of our biodegradable chapstick, Blistex is starting a digital leaderboard that tallies how much you’re helping the planet win.
Every time you lose a stick and buy a new one, just scan your receipt, and your running total will be added to the leaderboard, which resets every month. High-scorers will be given exclusive discounts on future purchases, commemorative merchandise, and of course, bragging rights.
Be the Biggest Loser
Blistex is taking to the digital streets to recruit people who are flying the flag high for losers everywhere. If they spout toxic takes and hurtful discourse, Blistex is going to try and use their losing mentality for bigger and better things.
Recruitment Time
Copywriting: Angus Merry
Art Direction: Angus Merry