Beringer was looking for a new way to attract and engage consumers, while providing retailers updated incremental summer displays.
Tapping into the consumer insight that women of this demographic value experiences more than the tangible, we developed the "What's Next?" Summer Promotion.
With the purchase of a Beringer Wine consumers were given a simple scratch card for a chance to win prizes such as concerts tickets, airfare, and movie tickets. Large retail displays took cues from beer signage and featured neon signs that were executed with an upscale twist.
Finally, consumers could continue the experience with a mobile game found through retailer websites. The game allowed retailers to become a part of the conversation with Beringer.
CB12 was already a successful, established mouthwash in Europe and was looking to break into the North American market.
With more than double the competitors' price point, CB12 needed to convince the consumer that the product was worth the extra cost. Instead of treating CB12 like every other mouthwash, CB12 needed to be treated like a luxury beauty product.
Taking cues from the beauty world, new product photography and displays were developed using edgy copy, loads of white space, and elegant photography. By creating its own category, CB12 was able to transcend into a beauty space, breaking away from the Listerines of the world.
LOS HERMANOS RELAUNCH
Los Hermanos had lost touch with its Latino target and was searching for a new campaign to create an authentic connection.
The challenge was to pay tribute to the target’s heritage while integrating contemporary Hispanic culture. Los Hermanos utilized new brand art by NYC Latino Artist, Rudy Gutierrez.
The art nodded to traditional Mexican art with a modern street art edge. All communication was created with a combination of Spanish and English, giving the brand a new multicultural authentic voice.
The new campaign was taken both on and off-premise including the launch of a new social media campaign. The brand’s Facebook fans tripled within the first 2 months, bringing Los Hermanos back into the conversation.
Vivarin knew it wanted to connect with Millennials, but could not get beyond the college students and gamers.
Digging into consumer insights, Millennials beginning their careers were more likely to throw a co-worker under the bus to get ahead and, as a whole, were identified as an extremely competitive, hungry group. This insight provided Vivarin the opportunity to position itself as a "cheat" and easy way for their Millennial target to get ahead of everyone else on the job.
With this new strategy, artwork reflecting stylized photography of the target allowed Vivarin to make bold, fun statements, giving the brand a fresh approach.
COSMO LOYALTY PROGRAM
With readership in decline, Cosmopolitan Magazine was looking for a way to engage consumers and keep Cosmo top of mind.
Knowing that the Cosmo reader only buys a single issue once or twice a year, a new approach to selling the magazine was needed. The new loyalty program, Cosmo Clique, was developed to reward consumers for not only buying the magazine, but buying into the Cosmo lifestyle.
With every purchase of a magazine [or participating brands] readers earned points they could redeem for prizes, donate to charity, or use to enter for a chance to win unique Cosmo-exclusive prizes.
The new program engaged readers as well as retailers. While providing new reasons for incremental displays and a program to share at the retail level, Cosmopolitan was no longer an after-thought at check-out.
KAHLUA SEASONAL PROMOTION
Kahlua was on the decline, having trouble connecting with a new, younger audience. In collaboration with the branding agency TBWA\, the new “Delicioso” Campaign was created to draw upon Kahlua's Vera Cruz roots, while giving the brand a fresh bold look.
The campaign’s presence was visible everywhere from bus shelters to retail establishments. Looking for new ways to tap into a younger market, Mixology Kits and limited-edition packaging were created to give Kahlua a contemporary twist on its classic product.
GAIN DISH LAUNCH
Gain Laundry Detergent had a loyal and obsessive fan base, and P&G wanted to capitalize on that fervor and transfer it to the dish soap aisle. With the introduction of NEW Gain Dish Soap, P&G wanted a campaign that fit the established Gain brand character.
Knowing that the Gain consumer is all about love and scent, the concept was developed around these ideals. The quirky and fun illustration perfectly expressed the Gain brand and was used in print, social media, and in-store displays.
Kraft's Yuban coffee brand was considered a classic in California. With a small budget and even smaller consumer loyalty base, Yuban was looking for a new campaign to take national.
In consideration of the budget, the strategy was to focus on sampling and in-store marketing. Understanding that consumers make 70% of their decisions at the shelf, Yuban needed to have a strong shelf presence to get the biggest bang for their buck.
Grass roots sampling events and select retailers were chosen to premier the new campaign featuring subtle cues from Yuban's California roots.
Creating unique, readily identifiable logos is one of my design passions. Logos can be the purest expression of a brand, providing an easily recognizable profile for a product. I have designed logos ranging from small start-ups to billion dollar national brands.
With each client, I take the same approach. I find the core of the brand and build a simple, clean piece of art around it.