By Barry Janoff
October 9, 2013: In the 1970s, Olympic and world champion Alpine skier Suzy Chaffee was the marketing face and lips of ChapStick in a campaign that created "Suzy Chapstick."
Fast forward to 2013, where Alex Morgan of the U.S. Women’s National Soccer Team has been signed as the new face and lips of the brand.
According to Farrell Simon, senior brand manager for ChapStick, "Alex Morgan embodies the voice of our consumer."
Pfizer Consumer Healthcare, the makers of ChapStick, said that Morgan would be the brand's first spokesperson in more than a decade. Financial details of the two-year deal were not disclosed.
A national multi-media campaign is scheduled to debut Nov. 4, anchored by TV, print, Internet and POP that will elevate "the importance of lip health and [foster] continued innovation" for ChapStick.
The campaign will support ChapStick Hydration Lock, which "provides eight hours of moisture and contains advanced ingredients . . . to support soft, supple lips and give lips a fuller appearance."
Morgan, who will be part of the team that seeks to compete in the 2015 FIFA Women's World Cup in Canada, also has alliances that include Panasonic, Coca-Cola, Nike and McDonald's.
Another new deal unveiled today will see Morgan featured in campaigns for Mondelez International, which owns such snack brands as Oreo, Wheat Thins, Ritz, Trident and Dentyne.
"Alex Morgan embodies the voice of our consumer and the balance of health, beauty and fun, making her the perfect fit to help evolve the way we view and care for our lips.”
"The goal of our campaign is to open consumer’s eyes to overall lip health in fun and interesting ways, like sharing lip tidbits on TV and social media to our 3.8 million Facebook fans,” Simon said in a statement. “As an avid ChapStick user, Alex Morgan embodies the voice of our consumer and the balance of health, beauty and fun, making her the perfect fit to help evolve the way we view and care for our lips.”
Morgan won a gold medal as a member of the U.S. women's soccer team in the 2012 Summer Olympics and is currently a forward for the National Women’s Soccer League's Portland Thorns.
According to Morgan, “I always have ChapStick with me, whether I’m training or hanging out with my friends, so partnering with ChapStick was a natural fit for me.”
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