#ILoveMwah An Ode to Girly Girls
Strawberry Lips, a leading strawberry cream liqueur brand known for lending its brand voice to womxn issues such as breast cancer has revealed their latest declaration to femininity: the #ILoveMwah campaign. A campaign dedicated to celebrating independent, goal-oriented, successful and self-loving womxn who proudly conquer the world in their own ‘girly girl’ skin.
The campaign concept is based on the freedom of femininity. Number one ranked middle-sized agency on the African continent (Loeries Official Rankings 2023) The Odd Number, did not take the challenge to create a bold statement lightly, starting with a manifesto that sets the tone for the campaign: “I’m self-obsessed, I’m full of myself, I overflow until I run over, I’m a leader, call me head of slay, In the kingdom of I, I’m the queen, I ain’t got no type, I’m the only thing I like, My face card never declines, It pays out all the time, Nails done, hair done, everything did, I LOVE MWAH!“
The campaign is not just transforming the present; it is also shaping the future. By challenging stereotypes and breaking barriers, womxn are providing powerful role models for the next generation. Young girls now have a wealth of examples of strong, successful womxn who are not expected to aspire to the often success-association of masculine presentation and energy – it’s an encouragement to pursue their ambitions without limitations as ‘girly girls’.
“In today’s world, women are fearlessly pursuing their dreams and aspirations, embracing their authentic selves more than ever. Girly girls are not often celebrated, and we wanted to create a campaign that truly celebrates their personalities, and how they genuinely show up. Whether we’re supporting breast cancer survivors or ‘girly girls’ – Strawberry Lips is all about womxn empowerment,” said Kgalaletso Dithejane, DGB (Pty) Ltd Marketing Manager.
The all-pink advert features crown-clad girly girls in their element of complete self-obsession, flanked by even more pinkness in a social media campaign stamped with pink kisses. It’s an unapologetic indulgence of positive vanity.
Breaking barriers in a bright pink suit and a personality to suit, is the Strawberry Lips campaign message that is the latest addition to the liberation of womxn – it’s the platform for ‘girly girls’ to gather confidently, strut their strengths with their heads held high, leaving a compulsive trail of fearless self-love that every womxn and man can be inspired by.
Cheers to ‘girly girls’ all over the world!