We gave a historic brand a new life through deep collaboration with consumers — completely reframing the category, the brand, and creating the fastest growing innovation pipeline in brand history. ChapStick invented the lip balm category, but a lot changed since the brand was Founded over 130 years ago. New players had flooded the category, proliferating choice. In a sea of competition, lip balm consumers lacked brand loyalty, buying on impulse, rather than with thoughtful preference. We unearthed an adjacent category’s consumer behavior that, when leveraged for lips, created a record setting, highly incremental growth trajectory. We challenged consumers to care for their lips as thoughtfully as the rest of their skin, and the rest is history. Our new positioning, pipeline of innovation, and advertising approach fueled this beloved brand, growing sales +249% year on year, for over 5 years.