Maybelline Color Whisper

As Millennial preference shifted to lighter lip shades, Maybelline New York wanted to make a splash with the launch of its new sheer lip color, Color Whisper. Building on the tagline “Sometimes a whisper says more than a shout”, Code and Theory developed a digital platform where people could fill out unique prompts inspired by the 20 shades and share their personal whispers on their socials. The whispers took off and so did sales of Color Whisper which catapulted the brand to #1 in the lip category. The campaign won a Webby Award for most effective digital campaign.

—

Role: Sr. Creative Strategist, Code and Theory (2013)
Client: Maybelline New York, L’Oreal