Burt’s Bee’s brand Güd hopes to dial up a hit with Millennials by signing “Call Me Maybe” singer Carly Rae Jepsen to front its new Red Ruby Groovy products.
Brian Berklich, global marketing manager for Clorox Co.-owned Burt’s Bees, explained Güd tapped Jepsen, the first celebrity spokesperson for any products under the Burt’s Bees umbrella, because it wants to boost awareness, and she’s well known to its target audience of young women interested in natural-based personal care. Güd, which launched in January 2012, is now adding a fragrance-driven, playful touch to Burt’s Bees’ repertoire with the Red Ruby Groovy line. “She’s very infectious. Her sing-song approach and personality ties into Güd,” said Berklich.
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