Delivering fresh creative thinking for Burt's Bees.

Despite the popularity of Burt’s Bees range of lip balms and other natural products, awareness of their consciously crafted, sustainably made toothpaste was low.

Balancing the products’ benefits was key for the brand. They needed a digital campaign that would convince existing naturals consumers, as well as naturals intenders, that their toothpaste is both ‘good for your smile’ and ‘good for the world’. That it delivers all the whitening and cleaning power of regular toothpaste with ingredients you can trust and no animal testing.

Through Genero, Burt’s Bees commissioned California based production company Windsong Productions. Windsong developed an existing idea, focusing heavily on the brand elements of Burt’s Bees and offering unique ways of incorporating the brand’s look to produce a sustainable, friendly and fresh aesthetic.

The final videos and images combine vibrant set design, creative blue screen work, refreshing green imagery, clever animations and positive human interactions all to create a final outcome which highlights Burt’s Bees brand proposition and the key product benefits.

Learn more about the creative approach and production process for this campaign here.

The campaign has delivered exceptional results. A YouTube Brand Lift study measured the results of 9 assets – 3 x 6 sec, 3 x 15 sec and 3 x 30 sec ads – measuring their ability to be memorable (ad recall) and to drive more awareness of Burt’s Bees among the target audience of women aged 18-49. The campaign saw best in class results when compared to the CPG benchmark.