I was responsible for the design, production and media placement for a series of ads. that ran in Oprah, Wired, Popular Photography and other high-profile publications.
In Store Freestanding Two-sided Display Concepts
Product Catalog Spreads
POS Marketing Support Material
Adv., Direct Mail, Newsletters
Crains Chicago Business (Full Page Ad.)
Trade Ad: Executive Education, Chicago GSB
Direct Response: Marquette Club Luncheon
Quarterly Newsletter: Marquette Club of Chicago
Personalized Direct Response
Maintain the clamshell size and shape but instead of marketing individual pens, group several pens within the family together and market as a set.
Re-design a series of bird feeders packages for Lowe's Home Improvements.
Crystal Light: Keynote Presentation Re-Launch
PURE Chrystal Light, Single Serving, Tea Bag
Creative Shoot Out: I was recently involved in a collaborative team exercise/competition hosted by the ONE CLUB and LEO BURNETT, the ad agency of record for Crystal Light, a Kraft Heinz product.
The objective of the assignment, was to develop a marketing/creative solution to a real world marketing problem and at the end of the creative exercise prepare and present a keynote, power point presentation to the Kraft Heinz marketing team and a panel of top Chicago agency creatives.
THE BRIEF: Develop a cost effective marketing/creative strategy for PURE Chrystal Light, targeting Millennial Women.
Our approach was to:
1. focus on social media, and re-packaging
2. Re-position the product (next to the bottled water) currently placed in the section with water additives, ie Cool-Aid, Lemonaide.
3. Packaging redesign.
The Rolled Out: Use: All forms of social media to attract Millennial women to the sugar free all natural single serve water additive. Special events that encourage healthy decision making:
- "The Color Run," - "Yoga Rocks the Park" - Promote through "Online web sites that promote healthy life styles like, "Fit Snacks".
Kraft Chrystal Light has great brand recognition however not with Millennials. So, we increased the visual emphasis to the word PURE on the package.
We also suggested a visual change to the package. A more Starbuck like corrugated box approach, and add an interchangeable product wrapper ie. strawberry, lemon banana...
Kraft Chrystal Light is located with water additives that are full of sugar and artificial sweeteners. Koolaide, Tang and a variety of other name brands to mention a few.
Kraft PURE Chrystal Light is an all natural fruit flavored water additive, with no artificial sweeteners.
Of the twelve groups that participated in the competition our team was runner-up, the team received a silver award.
(TEA BAG) Currently in a PURE Chrystal Light box, there are individual packages that once opened they can not be re-sealed. The individual packages in each box are more then one serving size, which makes it difficult and messy to use a second time?!
You could also market a variety fruit flavored packets that offer multiple fruit flavors in one box.
Ceramic Tile Manufacturer
BRIEF: Create a comprehensive family of multi-channel marketing material for a Ceramic Tile manufacturer. Included in the roll-out was corporate branding, stationery, letterhead, envelopes business cards, brochures, packing boxes, packaging, pricing material across four separate families of floor and wall tile.
One Club Creative Team - 2015 - Award Winners
OVERVIEW: Over sixty creatives individuals participated in the The ONE CLUB creative shootout. The participants consisting of new and seasoned creative professionals as well as students from local colleges and universities. The Ad Agency Leo Burnett, was the host of the One Club event and the agency of record for Kraft Heinz, Chrystal Light.
Over a long three day weekend, eleven teams, (5 members per team) were given the task to develop a cost effective creative strategy for the existing Chrystal Light PURE product family. While doing so, make a compelling story and a convincing Keynote presentation. The judging of the competition was done by the Kraft Heinz, Chrystal Light Marketing Team, and a host of Chicago’s Agency creatives including Leo Burnett, DDB Chicago, FCB Global and others..
CREATIVE BRIEF: Develop a cost effective creative strategy for the existing Chrystal Light PURE product and present to a group of judges a strategic and creative recommendation. Each member of the team needed to participate in the final presentation.
TARGET AUDIENCE: Millennial Women
We were one of twelve teams and the (runner up in the competition).