Strawberry Lips Launches #ILoveMwah Campaign Celebrating Girly Girl Power

Strawberry Lips, a leading strawberry cream liqueur brand renowned for its commitment to women’s empowerment, has unveiled its latest campaign, #ILoveMwah. This initiative aims to celebrate independent, goal-oriented, successful, and self-loving women who proudly embrace their femininity.

The campaign concept revolves around the freedom of femininity, challenging stereotypes and breaking barriers. In partnership with The Odd Number, a top-ranked African advertising agency, Strawberry Lips has created a manifesto that encapsulates the spirit of 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…”

By showcasing strong, successful women who are unapologetically girly, Strawberry Lips is inspiring the next generation of young girls. It’s a message that encourages women to pursue their ambitions without compromising their femininity.

“In today’s world, women are fearlessly pursuing their dreams and aspirations, embracing their authentic selves more than ever,” said Kgalaletso Dithejane, Marketing Manager at DGB (Pty) Ltd. “Girly girls are often overlooked, and we wanted to create a campaign that truly celebrates their personalities and how they genuinely show up.”   

The all-pink campaign features crown-clad girly girls in their element of complete self-obsession, accompanied by a social media campaign filled with pink kisses. It’s an unapologetic celebration of positive vanity.

Strawberry Lips’ #ILoveMwah campaign is a powerful statement of women’s empowerment, encouraging women to embrace their femininity and confidently strut their strengths. Cheers to girly girls all over the world!

Strawberry Lips, a leading strawberry cream liqueur brand known for supporting women’s issues like breast cancer, has unveiled their latest declaration of femininity: the #ILoveMwah campaign. This campaign is dedicated to celebrating independent, goal-oriented, successful and self-loving women who proudly conquer the world in their own ‘girly girl’ skin.

The campaign concept is based on the freedom of femininity. Top-ranked middle-sized agency on the African continent (Loeries Official Rankings 2023) The Odd Number, took on the challenge to create a bold statement, starting with a manifesto that sets the tone:

“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, women are providing powerful role models for the next generation. Young girls now have a wealth of examples of strong, successful women 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 women empowerment,” said Kgalaletso Dithejane, DGB (Pty) Ltd Marketing Manager.

The campaign features an all-pink advertisement showcasing crown-clad women in moments of self-adoration, surrounded by vibrant pink elements and social media posts adorned with pink kisses. This visual representation serves as an unapologetic celebration of positive vanity and self-love.The campaign’s messaging is designed to inspire women to gather confidently, showcasing their strengths and leaving a trail of fearless self-love that resonates with both women and men alike. The #ILoveMwah campaign is a call to action for all ‘girly girls’ to embrace their identities and celebrate their journeys.