Campaign marks new brand direction focused on lip health and product innovation

Pfizer® Consumer Healthcare, the makers of ChapStick®, America’s favorite lip balm, today announced Alex Morgan, Olympic gold medalist and member of the U.S. Women’s National Soccer Team, as the brand’s newest spokesperson. Morgan, a long-time ChapStick loyalist, will serve as the first brand spokesperson in more than a decade and will appear in national television and print advertising, set to debut November 4th, elevating the importance of lip health and fostering continued innovation for the iconic and beloved brand.

The product focus for the start of Morgan’s two-year partnership is ChapStick® Hydration Lock. The brand’s latest innovation provides eight hours of moisture and contains advanced ingredients, including CoQ10 and Hyaluronic Spheres, to support soft, supple lips and give lips a fuller appearance. Morgan will play an integral role in spreading the word about the importance of caring for your lips and the many offerings ChapStick provides for a variety of lip care needs.

“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,” said Morgan. “What’s most interesting to me is the thought and science behind each product. Lips are an area of the body often overlooked and, when it comes down to it, they should be among the most thought about because of their sensitive nature. No one understands lip health like ChapStick and that’s why I trust my lips to them.”

As a star forward in international women’s soccer, Morgan has had a breakout career. Her astounding list of accomplishments includes number one overall draft in 2011 by the Western New York Flash and youngest player on the USA’s roster at the 2011 FIFA Women’s World Cup. Most notably, Morgan played a pivotal role in the 2012 London Olympic Games, scoring the winning goal during the semi-final match against Canada in extra time, and leading Team USA to their gold medal win against Japan. Currently, she serves as forward on the National Women’s Soccer League Champion, Portland Thorns, and is a member of the U.S. Women’s Soccer Team.

“The goal of our campaign is to open consumers’ 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,” said Farrell Simon, Senior Brand Manager, ChapStick. “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.”

The campaign will give consumers the opportunity to view ChapStick®, America’s favorite lip balm, in a whole new way, considering important information they may not know about the brand or the skin on their lips. The campaign will kick off with a new TV ad featuring Morgan and a series of print ads and digital videos developed by The Burns Group, New York.

For more information on ChapStick®, please visit www.chapstick.com.