Tricalm was a new anti-itch lotion that was formulated without steroids. To launch a new product into a crowded and highly competitive OTC drug market was going to be an uphill battle.
This story was about moms worrying about their kids having excema, bug bites and bee stings and having to use anything that had steroids in it. The story we told was a Sage archetype, the smart mom who didn't use steroids on their children. We created a television spot that used a parody of the knowledgeable scientist extolling the benefits of the product in deep scientific jargon while a mom interpreted. The television ran nationally and the product gained 4% market share in this highly crowded category in only 6 months.
KOCH FOODS CHICKEN
Koch Foods makes chicken nuggets for restaurants. They told us if you've had a chicken nugget almost anywhere, it's probably theirs. The challenge was to bring that fame to the consumer market where they were completely unknown. In essence, this was a startup.
This story was about the busy world parents live in. After a day of getting kids to school, to sports and to lessons of all types comes dinnertime and the challenge of getting a meal kids will eat on the table. This isn't about organic food. It's about busy moms putting something in their kids mouths. These moms saw themselves as the Hero archetype which positioned the brand in a differentiated position than the Caregiver competitive set.
Remington grooming products had not done any advertising in years. The brand had sunk into such obscurity that Target was threatening to kick them off the shelves. They needed a bold rebrand.
We needed to attract a younger millennial consumer and leverage an interesting consumer insight: people were tired of the grooming world forcing perfection on them. We wanted to make the brand stand for being your authentic self. To celebrate who you were, no matter what that is. The archetypical story is the Regular Guy/Gal, because, after all what's more attractive than being your authentic self?
Merrell had lost its way. A legendary outdoors hiking brand had drifted into being a low-end everyday shoe. The challenge was uncovering a brand position for Merrell that captures the spirit and soul of the brand and allows Merrell to center their messaging around what they're famous for.
Merrell had drifted into a Regular guy archetype. After research, it was clear that they still had a reputation for being an outdoors brand. Although that reputation was obscured. We repositioned Merrell as an Explorer archetype, recapturing and leveraging their heritage and helping consumers tell a story of adventure.