-
EDYS.COM / DREYERS.COM: new site
The Assignment:
Redesign Edys.com (known as Dreyers.com on the west coast) for a streamlined user experience between sub-brands and products.
The Idea:
Humanize the brand by focusing on the universal trait all Edy's sub-brands deliver: joy. Achieved by introducing a lifestyle photo-driven creative approach with type design and copy that reflects each sub-brand's individual personality, and a user experience that's simple, engaging and socially integrated. Original photography and type design is replaced seasonally.
Navigation:
Landing page auto-shifts or can be manually shifted horizontally between three sub-brands. User can click on landing slides or masthead nav to jump to individual sub-brand pages. Users who scroll down discover embedded Facebook feed that aggregates Edy's Slow Churned, Grand and Fruit Bars' posts in real time.
Go to Edys.com to experience site.
Shown:
-screen grabs of main pages to provide look/feel of site
2012
Advertising, Creative Direction, Web Design
-
EDY'S / DREYER'S FACEBOOK: promo, cause
The Assignment:
Deliver a promotion that activates Facebook Likes for Edy's & Dreyer's respective Facebook pages under the platform "A Reason To Smile."
The Idea:
Give ice cream lovers collective and personal reasons to smile - for every "smile" photo uploaded to our page, Edy's/Dreyer's donates $5 to Operation Smile, a charity that provides surgeries for kids born with clefts. PLUS every day Edy's/Dreyer's gives away 1,000 free cups of Slow Churned ice cream (prized at a random time, keeping fans glued to their news feeds). Operation Smile spokesperson Brooke Burke joined the fun, spreading the message via Facebook, Twitter & the media.
The Results:
- 150,000+ new page Likes
- $250,000 raised for Operation Smile
2012
Advertising, Copywriting, Creative Direction
-
ZYRTEC ALLERGY ETIQUETTE: in-store campaign
The Assignment:
Remind shoppers that allergy season is right around the corner while giving Zyrtec a unique personality that stands out at shelf.
The Idea:
Make sure allergy sufferers are prepared for all that allergy season will throw their way through a series of "Allergy Etiquette" reminders. Out-of-aisle shelf signage (in departments that are still relevant to allergies or triggers - cleaning aisle, tissue aisle and eye care aisle), floor and cart signage interrupted shoppers, generated awareness and drove in-store sales.
Elements shown, in order:
- cart sign
- cleaning aisle shelf talker
- eye care aisle shelf talker
- tissue aisle shelf talker
- allergy aisle shelf talker
- allergy aisle floor graphic
2012
Advertising, Branding, Creative Direction
-
LACTAID DAIRY HOLIDAYS: social media, video, promotion
The Idea:
To keep Lactaid fans engaged throughout the year on Facebook, develop content and promotions around random - but 100% real - national dairy holidays. From Eggnog Day to Grilled Cheese Day to Better Breakfast Month, the more ridiculous, the better.
The Results:
In addition to thousands of comments and shares from daily dairy holiday videos, pics and posts, the Better Breakfast Month promotion scored 15,000+ new lactose intolerant fans for Lactaid.
Elements Shown:
- Eggnog Day web video
- Better Breakfast Month Facebook promo creative
2012
Advertising, Creative Direction, Marketing
-
GENERAL SNUS LAUNCH: social media, event, video
Launched General Snus - the Original Swedish Snus - in America through sampling, sponsorships, and social media.
2010
Advertising, Blogging, Branding
-
PBRBOR DAY: print, retail
The Project:
Leave the traditional "beer holiday" retail programs for Bud, Miller & Coors. Pabst Blue Ribbon wanted a kitschy beer holiday only they could deliver.
The idea:
Celebrate nature's original tallboys with PBRBOR Day. Go drink a beer in the woods.
Elements Shown:
- floor stand
- display card and take-one guide to nat'l parks that allow beer
- display enhancers
- promotional tote bag (made of recycled materials, of course)
- twitter buzz
2009
Advertising, Copywriting, Marketing
-
CAPTAIN PABST'S BLUE RIBBON BREWFEST: print, retail
The Project:
PBR wanted a proprietary fall retail program.
The Idea:
Throw a party worthy of the beer baron himself, Captain Frederick Pabst (and yes, he was really a sea captain). Just remember: Don't Drink & Sail.
Elements Shown:
- display card
- floor standee
2010
Advertising, Copywriting
-
BLUE RIBBON RECIPES: print, retail
The Project:
PBR wanted a winter retail program.
The Idea:
Let's cook up a recipe program with one very key ingredient: beer.
Elements Shown:
- display card with recipe guide take-one holder
- recipe guide pages
2010
Advertising, Copywriting
-
WAGNER POWER PAINTER: print
The Project:
Series of Father's Day print ads for the Wagner Paint Eater - an electric paint sander - in USA Today.
The Idea:
Take familiar, expected Father's Day messages and give them a little edge with a startling (yet endearing) sign-off.
2009
Advertising, Copywriting, Marketing
-
PURINA CHICKEN FEED: print
The Project:
Print ad campaign for Purina chicken feed brands, placed in niche poultry/urban farming pubs.
The Insight:
Urban farming is a quickly growing trend across the country. The "farmer" is in actuality a working woman who starts raising backyard chickens because she wants better eggs for her family - but ultimately, she loves raising chickens most because of the emotional connection she makes with her birds.
2011
Advertising, Copywriting, Creative Direction
-
MILLER LITE WRIGLEYVILLE: outdoor
The Project:
Miller Lite didn't have pouring or sponsorship rights at Wrigley Stadium. What they did have was a billboard on a building outside of Wrigley that was visible to fans inside.
The Idea:
Bring the Wrigley attitude to the board, changing the board's messaging to comment on individual games or stories from the season - all in the voice of the Wrigley fan - ultimately making Miller Lite more relevant in Wrigley than the "official" beer sponsor.
Games Shown:
- vs. St. Louis Cardinals during Cardinals losing streak
- vs. Sand Diego Padres
- vs. Chicago White Sox, annual crosstown classic
- vs. Oakland A's during inter-league play
- during Wild Card race
- end of season after another Cubs letdown
2009
Advertising, Copywriting, Marketing
-
LACTAID FACEBOOK LAUNCH: social media
The Project:
Lactaid was a little late to the social media game and wanted to build a solid foundation of fans in a short amount of time - but they wanted to confirm those fans were true Lactaid likers.
The Strategy:
Deliver a tried and true Facebook promotion - the first come, first served giveaway - with a branded twist that reinforces Lactaid's fun personality (and gives fans a sign of things to come now that they're part of the Lactaid community).
The Idea:
Kick off a year of random (but 100% officially recognized) dairy holiday celebrations with National Cereal Day. The first 1,500 fans to celebrate with us scored a limited edition 4-bowl set of Lactaid cereal bowls - a little prize that made a big splash. The only awareness driver would be an e-blast to the Lactaid database, introducing them to Lactaid's Facebook presence and the Cereal Day celebration.
The Results:
All 1,500 sets were gone in 20 minutes (before sweeps sites even heard about the promo), and new fans who were late to the party scored exclusive savings on Lactaid. In 48 hours, the Lactaid page's Likes grew 1,400% to over 15,000, a great starting number for such a niche brand.
2011
Advertising, Creative Direction, Marketing
-
MICROSOFT GLOBAL FORUM: social media, video
The Project:
Microsoft Partners in Learning’s biggest event of the year is its annual Global Forum, celebrating innovative use of technology in the classroom with 700 teachers from over 70 countries. How could they leverage social media to engage attendees, educators back home and the press during the event?
The Insight:
Using an event-specific #PILGF hashtag along with true behind-the-scenes content and 24/7 interaction with educators, bloggers and press members (on Twitter, Facebook, Flickr and Youtube) would maximize exposure, increase followers/fans and engage educators following online but who couldn't come.
The Results:
Twitter followers upped 12.5%, leading to 12.7 million impressions and consistent trending in the DC area. Social content garnered blog posts, tweets and retweets from the likes of the Huffington Post, Wired and the Dept. of Education.
2012
Advertising, Creative Direction, Marketing
-
RIVET SOCIAL PSYCHE QUIZ: social media, web video
The Insight:
Social media marketing is not one-size-fits-all. There are several factors that influence your approach – specifically, YOU. And in an advertising context, "you" is the Brand Manager. The person who has the power to give a social idea the green light. So, through research and personal experience, I led a team at RIVET that identified the six Social Psyches most common to Brand Managers. We then developed the Social Psyche Quiz to help brand managers identify which of the six Social Psyches best fits them.
You can take the quiz at socialpsychequiz.com.
2011
Advertising, Creative Direction, Marketing
-
SPLENDA OPERATION GET SWEET: promo, print, retail, web
The Project:
Splenda wanted to motivate shoppers to look for the 'Sweetened With Splenda' logo on packaged products (i.e., Diet Coke with Splenda).
The Idea:
Turn consumers into secret agents through a partnership with the Get Smart DVD release. Their mission? Spy 'Sweetened With Splenda' products at their local grocer.
2009
Advertising, Copywriting, Marketing
-
RIVET HIRING FRESH MEAT: video, web
The Project:
Rivet St. Louis had some job openings to fill.
The Idea:
Drive buzz for the openings via social media, having some fun with our industry's cannibalistic rep (and the fact that it was Halloween), implying a rather gross explanation of Rivet's open positions.
2009
Advertising, Copywriting, Marketing
-
ENERGIZER/DUB: promo, event, retail
The Project:
Energizer's new Titanium battery was positioned to connect with a younger, urban audience (16-25-year-olds who use batteries in portable devices), but the problem was awareness - and a brand name consumers didn't identify with.
The Idea:
Legitimize Energizer Titanium with the audience by tying in with one of their pop culture passion points that other battery brands hadn't touched: custom car culture. Energizer could do that credibly with the help of partner brands - enter celebrity custom car property DUB.
DUB helped create a custom Energizer Titanium Dodge Charger that consumers could check out at retail, in-magazine, online, and at events with the chance to drive it home.
2011
Advertising, Copywriting, Marketing
-
TIMBER WOLF SPEED SHOP: promo, web, video, print
The Project:
Timber Wolf (moist snuff) wanted to change its perception of simply being "half the price of Skoal."
The Idea:
Align Timber Wolf with a consumer passion point that stands for value - and that no other competitive moist snuff has leveraged: American Muscle.
How It Works:
Timber Wolf restored six classic cars. Enter your under-the-lid code at TWSpeedShop.com and make a bid at how much you think one of the cars is now worth. If your bid is on the money, the car is yours.
Elements Shown:
- print / point-of-sale
- editorial integration (via auto magazine partnerships)
- promotional web site
- events
2009
Advertising, Copywriting, Marketing
-
MID-AMERICA TRANSPLANT SERVICES: TV, outdoor, web
The Project:
Mid-America Transplant Services (MTS), the Missouri organization that promotes organ and tissue donation, needed to increase the number of registered organ donors in the St. Louis area.
The Insight:
St. Louisians don't like feeling guilted into becoming an organ donor (i.e., ads about "little Billy needing a transplant").
The Idea:
Tell the happy side of the organ donation story by teaming up with local organ recipients as well as St. Louis Cardinals World Series MVP David Eckstein - who fans already knew has four family members whose lives were saved thanks to organ donors - and setting a goal for the city to achieve together: 300,000 new registered donors.
During the campaign, over 325,000 St. Louisians registered.
2009
Advertising, Copywriting, Marketing
-
TIMBER WOLF BACK ROADS: promo, rewards program
The Project
Timber Wolf Moist Snuff wanted a consumer promotion that brought to life its "Done Right. Guaranteed." brand tag and kept consumers engaged throughout the promotional window.
The Insight
The Timber Wolf dipper's choice of Timber Wolf over mainstream brands like Skoal or Copenhagen reflects their individuality and pride in doing things their own way. They're proud of taking the road less traveled (how's that for a segue?).
The Idea
Reward the target's loyalty to Timber Wolf and passion for the outdoors. Enter the code from under your Timber Wolf lid at TWBackRoads.com and earn an entry for the chance to win an offroad vehicle. Plus collect your codes/points to redeem on the Done Right Back Roads gear you want.
2011
Advertising, Copywriting, Marketing
-
MYLANTA TASTE THE LOVE: direct mail
The Project:
Deliver a direct mail campaign that differentiates Mylanta from Maalox, focused around Mylanta's "taste preferred over Maalox" claim.
The Idea:
Once consumers taste the love of Mylanta - the delicious mint and cherry flavors and soothing heartburn relief - they'll call it quits with their old heartburn flame.
2009
Advertising, Copywriting, Marketing