TBWA\London Helps eos Lip Balm Break into the UK Market with Attitude

eos Lip Balm is investing in the UK market with a bold new campaign from creative partner TBWA\London that celebrates not only the uniqueness of the eos brand, but also that of the confident consumers they are targeting.

'#GirlsWithBalls' aims to disrupt the conventions of the lip balm category, overturning the notion that the cure for winter lips is found in traditional tubes and sticks. Using the highest quality natural and organic oils, eos provides a sensorial experience that delivers on the promise of beautifully hydrated lips and a break from the boring. 

“We are very excited to introduce UK consumers to eos,” said eos Products’ General Manager UK&Eire, Adelaide Sharples. “The eos brand originated around a disruptive insight that women want moments of delight that transcend mundane daily routines, and this insight is successfully translated into the iconic spherical shape of eos lip balms.  In a sea of sameness, eos stands out, just like the bold, confident, assertive-with-a-side-of-sass consumers that use eos.”

In addition to TV, the campaign includes VoD, online film to run on YouTube and Facebook and high profile digital OOH, including escalator panels at four Tube stations in London (Piccadilly Circus, Camden, Oxford Circus, Holborn and Liverpool, Victoria, Bank and Waterloo). The campaign extends into social, which creatively reflects the TV ad, giving influencers the (spherical) tools to create their own content (add details) as well as carousels, gifs and short videos. eos will also put on a 'Winter Lips Party' at Jimmy's Winter Lodge in London on 11/14, hosted by popular social stars Maya Jama, Daisy Lowe, Danielle Peazer and Ella Eyre, inviting guests to share snaps of the night with the hashtag #GirlsWithBalls.

TBWA\London, which picked up the business in March, developed the campaign over the summer and early fall - just in time to fight dry winter lips.