Genders & Generations
Although Tampax was the category leader since its launch in 2007, it was leading a declining tampon category (3% decline per year). It was apparent that there was a need to regain our leadership and fight back by differentiating ourselves from the competition and set a new course for growth.
Capri Sun had lost its cool with kids 6-12 and faced a price increase, so Kraft tasked marketing communications with improving the perceived value of the brand. Rooted in kids' desire to be daring, 'Respect The Pouch' came to life in TV, gaming & print, making Capri Sun more famous to kids than Nike.
Sears created a mobile game to drive awareness of its Auto Centers among men ages 18 to 34.
The Yellow Pages Group Canada created an iPhone app that provided users with a more efficient way to shop and helped advertisers generate leads.
To better serve its target audience of high school students and college underclassmen, SparkNotes created a mobile app for on- and offline access to its popular study guides.
The U.S. Army needed an innovative way to communicate its values, resources and career opportunities to a new generation of Americans. The Army Experience Center (AEC) is a 14,500-square-foot technology and education center that immerses visitors in an experience that shatters outdated stereotypes and starts new career conversations.
To increase awareness for Bud Lime, Anheuser-Busch released its branded Bud Lime Party app complete with games and details on nearby beer specials.
By looking at the high school graduation problem through a new lens (the student's perspective), we were able to change the conversation surrounding the issue from one that prevented potential dropouts to one that promoted potential graduates.
Lee Jeans, a denim brand with a dusty image and declining awareness and that's been de-positioned for decades by countless other, far more hip, up-and-coming labels. And it's dependent on a retail channel that's folding like a pair of cheap slacks. So Lee Jeans turned to the channel it could control — its own website.
Spain’s TOUS Jewelry incorporated mobile apps into its larger media campaigns to better engage with consumers and drive sales.