Burt's Bees is launching an advertising campaign called #UnapologeticallyMe to run during the Super Bowl. The campaign features short documentary videos about powerful women who pursue their passions unapologetically. It will launch the first video during the game and continue promotion on social media. The goal is to reach the 46% of the Super Bowl audience that are women and promote Burt's Bees natural beauty products to those who see themselves as unapologetically natural.

1. BURT’S BEES
Goes to the Super Bowl… sort of

2. The Game Plan
How does a beauty brand do the superbowl?
Standing out amidst ads geared towards men
Reaching the target market who typical advertisers ignore during the Superbowl
Finding relevance in the world of sports on social media by including women in the narrative

3. The Brand
● Burt’s Bees already holds a good place in the minds of women and healthy living
advocates with its emphasis on natural products
○ #1 Natural Health and Beauty Care Brand
○ Burt’s Lip Color is made with 100% natural ingredients
○ Burt’s has 88% Brand Awareness
● Burt’s is holding its own in the lip color market as the #6 Lip Color Brand overall and
the #2 brand in growth in Lip Color

4. #Unapologetically
me

5. #Unapologetically
you
Unapologetically me
is about embracing what
makes you different, what
makes you strong, what
makes you unique.
It’s about refusing to
blend in and standing out
with great color.
It’s about pursuing your
passions regardless of
expectations.
To display the
unapologetically me
narrative, we created a
short documentary series
illustrating powerful
women and their
unapologetic lives.
We will launch the first
of these online short
documentaries during
the Super Bowl. The
campaign will continue
to circulate entirely
online.

6. ● Made up 46% of last years Super Bowl audience
● Are avid football fans
● Pursue their passions
● Are unapologetically natural (42% of women chose “Natural Beauty” as
their most desired look)
Unapologetically Me gives voice to women who…

7. Kathryn Smith
First full-time female coach in the NFL-
special teams quality control coach
Someone who the target would
relate to and appreciate
as unapologetically herself.
...and she coaches
Football (which
connects Burt’s to
the Super Bowl
narrative).

8. SETTING: Dives into the pool, shows her throwing a lacrosse ball, playing on the basketball
court, these are flashes of images from her high-school days as an athlete.
SOUND: instrumental music. Sounds of whistles and coaches yelling.
NARRATION: “The smell of chlorine from morning swim practice. The sound of laughter in
the locker room before class. The color of the grass on the field. It’s funny what you
remember when you start thinking about where you began.
SETTING: College classroom- she is doodling plays in her notebook as the professor
lectures, you just see the back of her head. Then flashes to her managing the basketball
team
SOUND: the music remains, but little sound other than that

9. SETTING: She making the college basketball team run drills. Shows her hit her alarm at
5a.m. still to go run outside in the cold. She runs outside for a while, you can see her breath..
SOUND: same music. Heavy breathing
NARRATION: “The sky is a certain color that early in the morning, you can see your breath
against the hues of the rising sun. Those moments, where you get immersed in vibrancy of
your surroundings, they make you, you. They follow you the rest of your life.”

10. SETTING: As she comes in from the cold, she throws down her wallet and her headphones
on nightstand and grabs the Burt’s Bees lipstick to go get ready for the day.
SOUND: same music.
WORD:
SETTING: Handshake of her getting a job with the Jets and then flashes of her running
practice for the Buffalo Bills football team.
SOUND: same music.
WORD: I guess I never noticed that I stand out on a field of mostly men. As I run practices,
as I sit in those meetings, it doesn’t occur to me that I’m the only woman in the room. To me,
I’m just another coach. My players depend on me too much to worry about standing out.

11. SETTING: Opens up in the tunnel leading to a huge football field. Player claps her on the
back she looks up and smiles, she’s obviously got a little lip color on. Roaring of the crowds
and the team starts to run out. The green of the field is visible to the audience, but she’s still
in the tunnel.
SOUND: music intensifies
WORD: The grass stains, the ice baths, the sounds of whistles across the field, they’ve
colored my past.
SETTING: all goes quiet
SETTING: The green of the field is visible to the audience, but she’s still in the tunnel.
SOUND: buzzing sound that you hear when things get intense.
WORD: And I promise you this, they will continue to color my future.

12. SETTING:
SOUND: Music’s suspense is over, and comes to a crescendo. It is now playing upbeat
music with which words appear and disappear to on the same beat.
WORD: Different words that align with the person featured in the individual documentary will
flash across the screen. For example, Strong, loud, bold, different, unique.

13. Me

14. Why launch in the digital space?
46%Of Super Bowl
viewers are
women
200Facebook posts
during the game
4million hours of trailers
and commercials watched
during the game
27million tweets made
during the game
1 2
3
2

15. During the Super Bowl, Burt’s Bees launches the
video and shares it under #unapologeticallyme
on Facebook and Twitter
Social media allows for two way conversation, so
Burt’s will also comment and like when people
share the video.
This allows Burt’s Bees to promote more
conversation around the Unapologetically me
narrative

16. Connections after the game
People are unapologetically themselves
online already, which gives Burt’s Bees an
opportunity to expand the campaign beyond
the Super Bowl.
Social media users already
- Upload photos
- Post blogs and inspirational quotes
- Share their personal stories without
the outside world
By following and encouraging the use of
#unapologeticallyme Burt’s can find non-
traditional models, that the target market
prioritizes, for the documentary series and
create new users of the product.

17. #Unapologeticallyme stories & new users

18. Instagram Takeovers
Beauty influencers or women with incredible stories will take over the
Burt’s Bees instagram for a day to share their story or demonstrate their
use of the product. On the day of the Super Bowl, Kathryn Smith will take
over in order to connect football to the unapologetically me narrative.
Outcomes-
● Expands brand reach to new followers
● Establish positive PR through a created human element
● Show, rather than tell, what being unapologetically me looks like

19. #unapologeticallyme
● a mirror that doesn’t alter the face of the user
● prompts the user to smile
● when they do, a positive affirmation will
appear written like lipstick on a mirror and
small bees will fly around.
● #unapologeticallyme will appear across the
bottom, connecting the filter to the brand.
Snapchat
24% of smartphone users participate in
conversations through the app.
Burt’s will create a filter that shows the
values of the campaign. The filter will be:

20. Influencer Utilization
We anticipate that #unapologeticallyme will
lead to a great deal of earned media for
Burt’s Bees. With natural beauty blogs there
is an opportunity to attract digital
influencers who will help spread our
message. Bloggers hold leverage in
consumers minds by providing first hand
accounts of product use. Reaching out to
these bloggers and providing samples will
further Burt’s reach into consumers minds.

21. In store-
Activation
● Burt’s can set up stations in Burt’s Bees retailers that allow
customers to play with Burt’s lip products.
● An interactive mirror in the display will allow customers to
write on the screen with a virtual lipstick. Customers will be
prompted to fill in a word of their choice to complete the
hashtag #Unapologetically______ .
● To further customer interaction, the displays will be able to
send the picture to customer’s personal emails, if the
customer chooses to do so. This way, customers can save
the picture for themselves, and can also share it to social
media, where Burt’s will already be active.

22. Strategic Partnerships:
According to stats from the Women’s Sports Foundation, “by age 14, girls drop out of sports at twice the rate of
boys.” Burt’s has the opportunity to address this issue with the campaign surrounding Kathryn Smith, since sports are
in large part what enabled her to reach her status as the first full-time NFL head coach. Burt’s Bees can team with local
high schools and other outlets for women’s sports and clubs in order to empower young girls and women to be
Unapologetically themselves. This allows Burt’s Bees to showcase their commitment to charity and community
outreach. Burt’s Bees could also address this inequity by partnering with the Women’s Sports Foundation, whose
mission “is dedicated to creating leaders by ensuring all girls access to sports.”

23. Campaign Continuation
The Unapologetically Me campaign
allows Burt’s Bees to continue the
video series beyond the Super Bowl
and Kathryn Smith. As the series
continues and new videos are launched,
Burt’s should make sure to stay true to
the unique identities of consumers.
Here are some examples of people who
represent the Burt’s Bees brand.

24. Betty Reid Soskin
At the age of 95, Betty Reid
Soskin is the oldest national park
ranger. Throughout her life she
has embodied Unapologetically
Me, by fighting for equality and
civil rights, and redefining what
makes someone a true leader.

25. Rosio Sanchez
The next candidate is Rosio
Sanchez. Rosio is a Mexican-
American chef who left her job at
the renowned restaurant Noma, to
open her own taco stand in
Copenhagen’s Torvehallerne
Market. By blazing her own trail,
Rosio has continued to exemplify
the ideals of the Unapologetically
Me campaign.

26. Thank you!

27. Works Cited:
1. "Super Bowl Sunday Is No Longer Just a Beer Holiday." Super Bowl Sunday Is No Longer Just a Beer
Holiday. February 3, 2016. Accessed December 11, 2016.
http://www.nielsen.com/us/en/insights/news/2016/super-bowl-sunday-is-no-longer-just-a-beer-
holiday.html.
2. Granados, Nelson. “Super Bowl Underperforms In TV Audience And Social Media Chatter.” Media and
Entertainment. February 9, 2016. Accessed December 11, 2016.
http://www.forbes.com/sites/nelsongranados/2016/02/09/super-bowl-underperforms-in-tv-audience-
and-social-media-chatter/#76cd17e232f5
3. “The Power of Social Media During the Super Bowl.” TheeDesign. February 3, 2016. Accessed December
11, 2016. https://www.theedesign.com/blog/2016/super-bowl-social-media-stats