Staying top of mind by focusing on bottoms. / June 8, 2017

We began working with Chamois Butt’r in 2016, helping this global leader in the cycling and multisport category develop a campaign that was fun, fresh and unlike anything in the market. Their lineup of anti-chafing lubricants and creams has reached iconic status for cyclists and triathletes and other sporty folks. And when your brand is known for protecting backsides, it helps to employ a little cheeky humor.

That breakthrough campaign set the stage for a broader refresh in 2017 that even tackled the iconic packaging system, which had not been updated in over two decades. We worked closely with our client, careful to retain the recognizable purple and yellow brand DNA while updating it to a bold, contemporary design scheme. At the heart of the refresh was an updated logo mark.

The new packaging is highlighted in the latest national print and digital campaign for Chamois Butt’r. It builds on the success of the illustrated 2016 work by continuing the irreverent tone and use of hand-illustrated elements. The campaign has also expanded to highlight new products, including the new GoStik anti-chafing solid.

You may have glimpsed the new digital ads last weekend: as sponsors of this year’s Boston Marathon, Chamois Butt’r staged a (friendly) takeover of the website. In case you missed it, you can also see it all on the refreshed Chamois Butt’r website which, oh yeah, we also had a hand in updating. The new site puts the redesigned packaging front and center of the clean and bold new functionality. Check it out at

With the Minnesota weather finally warming up, we’re looking to putting the entire family of Chamois Butt’r products to the test with some rides and runs of our own. And, as the headlines suggest, we’ll be “attacking the summit while protecting our valley below.”

Looking for a better ride or run this year? Make it better with Butt’r. Athlete tested. Adventure approved.