| Title | DON'T PEEL YOUR LIPS! |
| Brand | WYETH KOREA |
| Product / Service | CHAPSTICK |
| Category | B02. Consumer Products & Services |
| Entrant | CHEIL WORLDWIDE Seoul, KOREA |
| Entrant Company: | CHEIL WORLDWIDE Seoul, KOREA |
| DM/Advertising Agency: | CHEIL WORLDWIDE Seoul, KOREA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Yooshin Lee | Cheil Worldwide Inc. | Creative Director |
| Kakyoun Park | Cheil Worldwide Inc. | Art Director |
| Soojin Oh | Cheil Worldwide Inc. | Art Director |
| Eunha Ko | Cheil Worldwide Inc. | Art Director |
| Misu Yi | Cheil Worldwide Inc. | Copywriter |
"Don't peel your lips. Wear Chapstick"
Centrum is one of the best-selling products for Wyeth. Its best-selling season is at both the beginning and the end of every year. The reason for its soaring sales record during this time is attributed to the dry weather. Since Chapstick's marketing budget is extremely limited, co-marketing with Centrum proves to be very effective. Every bottle of Centrum sold are packaged in a shopping bag bearing the marketing messages for Chapstick.
1. Centrum, the best-selling product from Wyeth 2. Everytime a bottle of Centrum is sold, the bottle is given out to a customer in a shopping bag bearing the message of Chapstick. Centrum shopping bag is used as a advertising medium. 3. Thanks to this co-marketing idea, the sales of Chapstick increased in tandem with that of Centrum.
The sales rate for Chapstick, compared to the previous year's record, has 56% increased. When the customer peels the transparent tape off the bag, the tape plucks images off the bag. The image of lips left on the shopping bag looks like it is peeling. Inside the bag, the marketing message is visible, 'Don't peel your lips. Wear Chapstick'