The Big Idea

The overall idea of the campaign is to get the customers to see that Eos will make your lips incredibly smooth. It doesn’t just have to work for the lip balm; it could work for the hand lotion and shave cream as well. The first page of the Eos website states everything that sets them apart from the competition.

“We know how you feel. We want lip balm whose feel and packaging makes us smile, shaving cream that leaves our legs smooth and moisturized, and natural body lotion that makes our skin oh-so-touchable.
You're going to want to feel the difference.
Try eos and you'll know what we mean.”
The statement represents everything they are about and what it is that they are aiming for when it comes to advertising their products. The packaging of their products is unique in its own. When I bought my first EOS lip balm, everyone was wondering why I was rubbing an egg on my lips. When I explained that it wasn’t an egg but lip balm, they were automatically intrigued. The uniqueness of the packaging is a conversation starter all on its own. 

“A thoughtful, clear brief can foster focused, critical thinking and lead to creative concept formulation.” Advertising by Design pg. 17

“Asking a client to review and sign off on what has been discussed and determined can help avoid misunderstandings down the road.” Advertising by Design pg. 18

“Best practice dictates that you use traditional image-making techniques-sketch by hand using a drawing tool such as a pencil, marker, or pen, rather than using digital media.” Advertising by Design pg. 20

“The purpose of this stage is to flesh out a few of your best ideas-to explore each design concept and how it can best be expressed through the creation, selection, and manipulation of type and visuals in a composition.” Advertising by Design pg. 21