Drum create buzz for Burt’s Bees launch

Burt’s Bees launched its lip balm range in London’s Covent Garden last week with an immersive installation managed by Omnicom Media Group UK’s DRUM, in partnership with Graffiti Life and The Dirty Fingers Club.

The event took place on June 27-29 in London’s Covent Garden Piazza and featured a natural oasis, alongside a jungle of blooming flowers, all of which took inspiration from Burt’s Bees Tinted Lip Balms.

The installation highlighted what would happen if people let urban nature reclaim urban environments.

The campaign also featured social content and a competition, which encouraged consumers to share photos on their Instagram channels, to be in with a chance of winning one of four £250 glamping experiences with Canopy and Stars.

Ruth Griffin, head of client services at DRUM, commented: “Consumers are becoming more and more critical of how the products they buy are produced and of the ingredients used.

“The role of the installation was to bring to life Burt’s Bees commitment to all-natural ingredients, demonstrate what Burt’s Bees mean when they encourage us to be a True Force of Nature, and drive greater awareness of the inspiration behind their tinted lip balm range.”