Burt’s Bees is a heritage brand who evokes the response “my mom LOVES that lip balm.” But why is it never “I love that lip balm?” In an effort to generate social conversation and re-establish brand relevance with Gen-Z shoppers, Burt’s teamed up with Grillo’s for a Walmart exclusive and bet big on pickle flavored lip balm. In tapping into an already rabid fanbase (have you met pickle fans?), and creating a flavor that made people scratch their heads in confusion or piqued their curiosity, Burt’s successfully sold 50,000 units of product in under a month. And that’s not even counting the social success.
The results? Demand creation at scale. Who knew the trick to internet success was just pickles?
AGENCY: 3 Mad Fish
ROLE: Creative Direction / Photoshoot and Editorial Direction / Social Creative Strategy
BURT'S BEES X GRILLO'S PICKLES
BURT'S BEES X GRILLO'S PICKLES
200M Impressions
~5M Views (and counting)
300K Engagements
5M+ creator reach
104% lift in PDP site visits
~151K new shoppers driven to Walmart .
22% increase in add-to-cart and purchase rate.
@officialburtsbees now this is our kind of cake 💅🥒 grab the limited-edition Burt's Bees x @Grillo's Pickles Fresh Cucumber Dill Beeswax Balm at select @Walmart stores before it disappears! #burtsbees #grillospickles #picklebalm #picklecore ♬ original sound - nicole
@officialburtsbees something big is happening in the lab 👀 🥒 #newlaunch #burtsbees #collab ♬ original sound - Burt's Bees
@officialburtsbees it was just too good to stay a secret. you've officially reached the final level or pickle girl aesthetic 🥒🧖♀️meet the limited-edition Burt's Bees x @Grillo's Pickles Fresh Cucumber Dill Lip Balm, available now only at select @Walmart stores! #newlaunch #burtsbees #lipbalm #pickleit #grillospickles ♬ RAYE with a Touch Of Funk - touchoffunk
