ChapStick Advertisement Campaign

Any way you see it! This advertising campaign for ChapStick revolves around the subconscious psychological need for the product. The Rorschach inkblot test is used to translate the subconscious need for ChapStick to the consumer. The three images (inkblots) subliminally represent chapped lips, the ChapStick tube, and the logo. The inkblots force the consumer to be face-to-face with needs, wants, and emotional feelings towards the product. The campaign is designed for the consumer to view the inkblots and see the ChapStick brand. The tagline “Any way you see it” drives the viewer to the product subconsciously.