ChapStick has appointed two agencies to revamp its iconic brand for a new generation.
Croud and Born Social will manage ChapStick’s U.S. social media business after a competitive review, with a remit spanning creative, influencer, and media planning.
The pitch began in April and moved quickly, with ChapStick selecting the agencies “within a couple of weeks,” according to Croud chief business officer Kris Tait. Their work together formally kicked off last week.
Multiple agencies were involved in the review, which was not run by a consultancy.
“That it was integrated from a media, influencer, and creative perspective, but underpinned by measurement, was the hook that won it,” Tait told ADWEEK. “They really bought into our strategy with how we work with creators.”
Born Social managing director Sarah Rainford added that ChapStick was drawn to the agency’s approach to influencer work. “A big focus for us is not giving our clients a black book of pre-chosen creators. It’s really finding the right people for the brand and for the brief,” she said.
According to COMvergence, ChapStick spent less than $15 million on U.S. media in 2024.
An Iconic Brand for a New Generation
ChapStick, owned by Suave Brands Co. and backed by private equity firm Yellow Wood Partners, is investing in social as it seeks to reintroduce itself to a new generation amid heightened competition in the skin and health care spaces.
Rainford said the brand’s new agencies will do that through a “full-service social” brief that will rely heavily on influencers. “They need to approach their younger market in a completely new, creative way,” she said.
Tait pointed back to ChapStick’s athletic, outdoorsy ads from the ’90s featuring celebrity athletes like Olympic skier Suzy Chaffee and highlighting ChapStick’s protective benefits for active lifestyles. “It’ll be interesting to see what we can do from that influencer and social space and get it back into that sort of realm,” he said.
The agencies highlighted how they use AI in influencer campaigns, such as with Croud’s proprietary InfluencerGPT, which benchmarks fair pricing for creators. “It can’t just be cool influencer work. It has to deliver,” Tait said.
Their first work together is expected to launch in Q4.
A PE-backed Offering
For Croud and Born Social, the former of which acquired the latter in 2022, the win is a proof point that their integrated offering is resonating. Where Born Social brings expertise in social media marketing, Croud offers media planning and buying know-how, Tait said.
“The really key intersection of skills is on the media planning side,” he said.
