Strawberry Lips, the renowned strawberry cream liqueur brand celebrated for its commitment to supporting womxn’s issues such as breast cancer, has launched its latest campaign, #ILoveMwah. This campaign is a powerful ode to independent, goal-oriented, successful, and self-loving womxn who proudly conquer the world while embracing their authentic ‘girly girl’ essence. The #ILoveMwah campaign is built on the foundation of feminine freedom. The Odd Number, the top-ranked middle-sized agency on the African continent according to the Loeries Official Rankings 2023, crafted a bold and unapologetic statement with a manifesto that captures the campaign’s spirit: “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!”

This campaign does more than just celebrate the present; it is shaping the future. By challenging stereotypes and breaking down barriers, womxn are providing powerful role models for the next generation. Young girls now have an abundance of examples of strong, successful womxn who confidently embrace their femininity and redefine success on their own terms, inspiring them to pursue their ambitions without limitations.

“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 honors 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, Marketing Manager at DGB (Pty) Ltd.

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The campaign’s vibrant all-pink visuals feature crown-clad girly girls reveling in their self-obsession, surrounded by even more pinkness in a social media campaign marked by pink kisses. It’s an unapologetic celebration of positive vanity.

With its bold message, Strawberry Lips’ campaign is the latest addition to the liberation of womxn, providing a platform for ‘girly girls’ to confidently strut their strengths with their heads held high, leaving a compelling trail of fearless self-love that both womxn and men can draw inspiration from.

Cheers to ‘girly girls’ everywhere!