PRODUCT
LAUNCH
Labello
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/ WHAT I LED
Concept
/ WHAT I EXECUTED
Art Direction
Design
Challenge and Goal:
Labello set out to launch Vitamin Shake, its first-ever two-tone, marbled lip balm. The challenge was to spotlight its innovative swirl design and fruit smoothie-inspired formula, while building intrigue and excitement around this category-first product.
Approach:
We developed a two-stage launch strategy that blended intrigue with reveal.
- Stage 1 – Tease: A disruptive pre-launch campaign placed a “nameless” product on shelves, challenging consumers to guess the secret flavour for a chance to win prizes. This built anticipation and engagement ahead of the reveal.
- Stage 2 – Launch: The product was unveiled as Vitamin Shake, highlighting its unique swirl design, fruit smoothie inspiration, and vitamin-enriched formula.
The integrated campaign spanned print, in-store, digital, influencer seeding, and content creation, including a custom smoothie recipe featuring the product’s hero ingredients, to reinforce the product story and lifestyle connection.
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Toggle the Before and After slider to view the change in campaign identity.
