Reimagining a Classic
Carmex
Brand + Media + PR + Social + Web + Influencer Program
The Challenge
To compete in a saturated market of large-scale competitors, Carmex sought to modernize its classic brand to reach millennial audiences, while keeping its core identity intact—one that consumers have loved since 1937.
The Insight
To accomplish a refresh that not only rejuvenated the brand’s look and feel but also cohesively tied together its diverse product portfolio, Carmex kept one goal in mind: reaching consumers at a national scale in a relevant and authentic way.
Remixing, and Reimagining a Classic
BVK launched an integrated earned media strategy that brought Carmex’s fresh personality to life through a mix of public relations, social media and influencer programs.
To reach new audiences, BVK infused a new look into the brand’s social presence as well as a full redesign of MyCarmex.com, introducing new content types like lifestyle imagery and short-form video, to rework the brand’s creative aesthetic across all social platforms. BVK strategically tied these new content forms to relevant themes and the brand’s core messaging.
