brand storytelling, cross media storytelling, Digital Storytelling, digital storytelling examples, Mobile Storytelling, multimedia storytelling, Storytelling
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Burt’s Bees – Six Seconds Classics


It is true that every good brand deserves to tell its great story. What story does a brand started by a quirky beekeeper tell? You got it, an even quirkier one.

Burt’s Bees is an American personal care brand, specializing in personal care, beauty, health and personal hygiene and doing it all under the motto “Earth friendly, Natural Personal Care Company”. The brand originated in 1984 between Roxanne Quimby and Burt Shavitz, who were making candles in an abandoned schoolhouse they were renting for $150 a year. What got them into the personal care products industry were Burt’s 19th-century books about bee-keeping and home-made personal care. No wonder that the brand’s liking for books was a great choice to pivot on classic literature stories for their Six Seconds Classics Vine campaign.

The ten stop animation films feature tubes of lip balm dressed in costumes and portraying classical fiction characters such as Moby Dick, Gulliver’s Travels and Little Women. Burt’s Bees’ “classic” products were used for the films, and accordingly fit the theme of classic books. For example, four lip-balm tubes, with wigs and dresses, play the Little Women, indulging in the shortest-ever dialogue: “We really are little,” says the one one the right, while the other one answers: “and all women”. The clips, available on the brand’s social networks, playfully capture the personality of the classical works, also appropriately depicting the brand’s voice. Burt’s Bees are proud of their “classic” line: neither the products nor the packaging have changed in years. The comic spoofing of literary classics, thus, only reinforces the brand’s values and celebrates simple, yet captivating storytelling.

The brand is currently indulged in its follow-up Vine campaign, featuring recording artists Us the Duo (who became a social media sensation posting songs on Vine) to promote the brand to the younger generation. The due creates lip balm themed short songs and invite users to submit their own songs about the many flavors of Burt’s Bees’ lip balms.


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