Co-branding Campaign: Flavored Lip Balm
Dr. Pepper-flavored lip balm. I mean, it's genius.
Bonne Belle first debuted Lip Smacker, the world’s first flavored lip balm, in 1973, starting with flavors like strawberry, lemon, and green apple. Just two years later in 1975, the brand forged its first flavor partnership with the timeless Dr. Pepper brand. The result? A lip balm flavor that's been famous for decades among teenage girls.
If you think the connection between lip balm and Dr. Pepper is a little thin, consider the copy on one of their vintage ads: "It’s the super shiny lip gloss with lip-smacking flavor… just like the world’s most original soft drink." And later, "From Bonne Belle of course: the cosmetics company that understands your taste."
Why the Dr. Pepper Co-branding Campaign Works
While you don’t think of flavor and cosmetics, this campaign works because overlapping target demographic consumers can get excited to try an affordable and fun product like Dr. Pepper lip gloss with ease.