güd from Burt’s Bees
by Gina Angie on 02/09/2012 | 3 Minute Read
Burt’s Bees takes Natural to the next generation with güd, a brand targeting millennials,?women 18 – 34. (güd is pronounced “good”) The Brief:
Attract younger consumers to the natural category.
Client brand positioning statement:
As interest in natural continues to grow (according to Kline, market projections are for double digit growth in the natural personal care category over the next five years), the consumer profile is also shifting. In addition to those already committed to the natural lifestyle, there are a growing number of women who are younger, new to the category, very social and living life through their senses. The current natural landscape may not meet their needs or sensibilities—too pricey, too “crunchy,” or not sensorial enough.On a mission to make natural personal care available to everyone, everywhere, Burt’s Bees saw an opportunity to create a new breed of natural. One that trades the standard “earthy” aesthetic for a more contemporary, vibrant feel, without pretentions and without skimping on standards.
A brightly-fragranced natural personal care collection, without parabens, phthalates, petrochemicals or sodium lauryl sulfate.More affordable than typical natural products, ranging from $4.99 (hand wash) to $11.99 (body butter). Eight products: Body butter, hand wash, shampoo, conditioner, hand cream, body wash, body lotion, body mist.Three scents: Orange Petalooza™, Floral Cherrynova™, Vanilla Flame™.
Also, exclusively at Target® stores, Pearanormal Activity™.Tag: “güd happens.”Brand tone: “Peachy, not preachy.”24 back-of-package floral aphorisms, e.g.: “For hair that says ‘Touch me.’ Talking hair, pretty nifty.”“He’ll hold your hand. Heck, you’ll hold your hand.”“If you don’t sing in the shower, you will now.”“We’re writing a poem about it. Hmm, what rhymes with awesome?”CD/CW: David Baldwin (Baldwin&)CD/Designer: Bob Ranew (Baldwin&)Producer: Julie Colon (Burt’s Bees)Global Brand Mgr.: Garrett Putman (Burt’s Bees)Illust: Frann Preston-Gannon, London, U.K.P-O-P promotion: PDQ end cap displays. 19.5”(w) x 9”(h) x 10”(d)Production: Flexographic printing on #2 and #4 plastics, both made with 25% post-consumer recycled materials.Distribution: Target, Walgreens, Kroger, Ulta, Walmart and select U.S. food, drug, and e-commerce retailers.On shelves Winter 2012.
Project submitted and designed by Baldwin&
Olberding Brand Family
Olberding Brand Family
Technical Color Manager