Marketing an existing product to a new target audience.
The advertising campaign aims to expand the target audience, eliminate the feminine stigma associated with the product, and increase usage among men.
Skills
Visual identity
Marketing
Digital design
copy
The Problem
The product’s feminine image and perception among a male target audience.
The Solution
Positioning the product as a masculine, natural, and everyday solution for dry lips.
Using the product is an expression of confidence and self-care-reinforcing masculinity rather than diminishing it.
The campaign utilizes humorous, witty, and lighthearted slogans tailored to a male audience, breaking stigmas
and integrating the product into the modern masculine routine.
Target Audience
Men.
More specifically, Israeli men aged 25-35 who feel embarrassed by actions perceived as "feminine".
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