# Lip-Licking Adverts Delicious by Carmex Unveils a Very Literal Tongue-in-Cheek Advert By Erin Fox | Published 2014-11-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/delicious-by-carmex References: [adeevee](http://www.adeevee.com/2014/11/carmex-lip-stick-delicious-by-carmex-print/) & [mycarmex](http://mycarmex.com/) Lip-licking doesn't even begin to describe the [new ad campaign](https://www.trendhunter.com/trends/lola-mullenlowe) 'Delicious by Carmex.' Portrayed in each billboard is a half open mouth with a 'tongue' licking the upper lip. However, each tongue is not what it seems. In each advert, the tongue is changed to either a strawberry, lime or mint leaf to symbolize its new devilish flavor. This quite literal tongue-in-cheek ad campaign by Carmex takes a new approach to marketing lip chap. This [medicated chapstick company](https://www.trendhunter.com/trends/hismile-lip-balm) uses bold colors and vivid imagery to enhance its new advert, Delicious by Carmex. With such amazing [new flavors](https://www.trendhunter.com/trends/sweet-july-skin-lip-treatments), you'll be licking your lips all day. You'll love the flavors so much, you will wish that your tongue actually changes to a strawberry. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 52% | Activity: 55% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Literal Tongue Adverts:** Disruptive innovation opportunity: Explore creative and literal representations of product features in advertising campaigns. - **Bold Imagery Marketing:** Disruptive innovation opportunity: Utilize vibrant colors and vivid imagery in advertising to capture consumer attention. - **Evocative Flavor Symbolism:** Disruptive innovation opportunity: Experiment with using symbolic representations of flavors to convey product differentiation and appeal. ### Industries Being Reshaped - **Advertising:** Disruptive innovation opportunity: Embrace innovative and unconventional advertising techniques to stand out in the market. - **Beauty and Personal Care:** Disruptive innovation opportunity: Develop and promote unique flavors and product experiences to attract and retain customers. - **Food and Beverage:** Disruptive innovation opportunity: Explore unconventional flavor combinations and creative marketing strategies to make a lasting impression on consumers. ## Related on Trend Hunter - [Sour Lip Balms](https://www.trendhunter.com/trends/sour-lip-balm.md) - [Fruity Creative Campaigns](https://www.trendhunter.com/trends/soft-on-the-inside.md) - [Spice-Infused Lip Balms](https://www.trendhunter.com/trends/spice-balms.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Cocktail-Inspired Lip Balms](https://www.trendhunter.com/trends/omy-lip-drinks.md) - [Ultra-Cushiony Lip Balms](https://www.trendhunter.com/trends/star-balm.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Treat-Like Glossy Balms](https://www.trendhunter.com/trends/lip-snack.md)