Finding Dory Partnership

BRIEF
Appeal to millennial moms to help drive purchase and social engagement.

INSIGHT
Millennial moms are not brand loyal in the juice category. Purchase decision is often driven by price and added value.

STRATEGY
Partner with Disney·Pixar’s Finding Dory to develop a national, fully-integrated instant-win promotion activating through retail, packaging, print, digital, social, and experiential. Provide engaging content for kids and added value for moms with a guaranteed prize with each purchase.

RESULTS
Nearly 500,000 entries
45,000 new database opt-ins
More than 2 million social impressions
2.3 million website impressions

14-Day Challenge

BRIEF
Drive awareness and trial, and convert category trialists to brand loyalists.

INSIGHT
Although fiber consumers are generally brand loyal, shoppers new to the category are confused by the different fiber supplement options available. They recognize the benefit of adding fiber to their diet, but are unsure of the best and easiest way to do so.

STRATEGY
Incentivize shoppers to try Benefiber with a no‑risk, money-back challenge supported by national and retailer-specific print, digital, direct mail and in‑store POS. Drive participants to a branded microsite to demonstrate the brands versatility and ease of use, while capturing data to help facilitate continued conversation.

Making Moves

Martell requested an on- and off-premise program to drive conversion of Martell Blue Swift in Q1 that ladders up to the brand’s consumer engagement platform (CEP) “Make Your Statement”. A basketball program, with a compelling promotional CTA and engaging method of entry, was created to encourage Martell’s core consumers to take action and make a statement by making moves. Because good things come to those who hustle.

Tacos del Diablo

BRIEF
Develop a national below-the-line taco program for key retailers in the off‑premise grocery channel, leveraging cross-promotional food partners.

OPPORTUNITY
Although Casillero del Diablo is the most popular Chilean wine globally, brand awareness in the U.S. is relatively low.

STRATEGY
Generate brand awareness through a 360º integrated campaign including digital, social, trade support, a national promotion and experiential taco truck tour in key markets to help drive conversion below the line.

Night Starts Now

BRIEF
Create an on‑premise summer program that places Absolut top of mind to increase brand call.

INSIGHT
The majority of on‑premise consumers are either undecided when it comes time to order a drink, or want something other than “the usual”. This moment of indecision presents a unique opportunity because the go‑to drink of the night is often determined by the very first call.

STRATEGY
Own the first call of the evening by entering consumers’ consideration set at multiple touchpoints throughout the consumer journey — before the on‑premise occasion has even begun — including digital, social and out‑of‑home. Visually portray Absolut as the catalyst to a vibrant evening.

Caribbean Reserve

BRIEF
Provide field teams with a robust suite of launch materials — including digital, on‑, off‑ and non‑premise — to support The Glenlivet Caribbean Reserve “big bet” innovation product launch.

GOAL
Drive recruitment by appealing to a new and diverse audience — with a focus on the Latinx community — to align with the brand’s updated consumer engagement platform of opening up the category to a new generation of drinkers.

STRATEGY
Develop straightforward, inviting messaging to communicate approachability. Design disruptive POS, digital tools and premiums using bright, bold color and strong appetite appeal.

Brooklyn

Absolut sought to generate excitement, awareness and conversation around Absolut Brooklyn — a new flavor innovation launched as the fourth installment of a Limited Edition City Series. To help drive consideration and call, engaging on- and off-premise merchandising materials were developed that celebrated the spirit of Brooklyn and the collaboration with Spike Lee. The POS explored unique ways to highlight the iconic stoops and brownstones of Brooklyn.

MLS All-Star

Trivento, the official wine of Major League Soccer requested a national promotion to generate excitement and drive purchase. A chance to win official MLS gear and the ultimate all‑star experience, executed through a simple text‑to‑win campaign, was the game winner.

Holiday 2009 Pole Topper

This award-winning motion pole topper broke through the holiday clutter while showcasing Absolut’s special holiday packaging to create a high-impact display. The reflective mirrorball VAP incorporated into a stylistic chandelier theme acted as a beacon, sparkling light in every direction and catching the eyes of curious shoppers. The display included custom-designed shippers and a holiday recipe brochure.

FIRST PLACE: BEVERAGE DYNAMICS 2010 MOTION DISPLAY
BRONZE: DESIGN OF THE TIMES 2010 MOTION DISPLAY

Holiday 2010 Pole Topper

Inspired by Absolut’s elegantly faceted limited edition packaging, this lit pole topper display featured an oversized bottle pouring “jewels” that gracefully cascaded into glassware. The dazzling display included custom-designed shippers, gift tag neckers and home entertainment guides.

DISPLAY OF THE YEAR: OMA 2011 SEMI-PERMANENT DISPLAY

Higher Marques

Having revamped brand guidelines to appeal to a new and diverse audience, The Glenlivet needed a way to apply the new brand image to its higher marques without alienating the luxury consumer. Secondarily, they needed to create differentiation among the marques. This key visual direction brought it all together, connecting the bold, new graphic style and witty tone of voice with a premium message that both differentiated and related the product characteristics to the target consumer.

Nuestro Barrio

Concept design for a regional program to generate brand awareness among the Latino community. The strategy was to elicit neighborhood pride with a platform John Barr could own: Nuestro Barrio.

Sparkling Iced Tea

Print ad to create awareness of the newest flavor in Lipton’s Sparkling Iced Tea lineup.

Keep It Real

In-store POS to establish a strong emotional connection to the Krusteaz brand by celebrating honest, authentic moments moms can instantly identify with.

Healthy Shape

Benefiber needed a positioning statement and key visual to help launch a new product innovation at the shopper level. Quickly communicating the many benefits was key to success.

Get Real

Triaminic’s Get Real campaign, which focused on what life is really like when your kids are sick, resonated well above the line but needed a positive spin for in‑store activation. This new strategy redirected focus to what happens when your kids are feeling better and acting more like themselves again.

Summer

The AXE consumer, teenage boys, are wild for two things: girls and action movies! It was only natural for AXE Body Spray to marry these two passion points. This movie-themed summer program activated in store through POS and retail events.

Smart Wallet

Trade ad to generate interest in the Wocket Smart Wallet leading up to the CES Trade Show.

Trade Ad Campaign

Series of ads designed to stand out within a trade publication by juxtaposing the highly technical nature of the product with an unexpected, and more relatable, emotional payoff.