STRATEGIC THINKING COUPLED WITH SMART CREATIVE.
It’s about using insight from experience and good ol’ fashioned know how to make a connection between brands and people, winning them over with their hearts and minds.
PROMAX: ENOUGH WITH THE SACRIFICING
Sales of Promax Energy Bars had stagnated as the bar category became crowded with too many brands and too many ads hammering on the same goal jock oriented concepts. Everyone was screaming about results, but few brands could tell a true great taste story.
We positioned Promax as the great tasting energy bar by developing the eye stopping “Enough with the Sacrificing” campaign. We combined appetizing and appealing visuals with a compelling emotional message to make one simple point — you don’t have to sacrifice taste to reach active lifestyle goals.
Promax became one of the number one sellers in Trader Joes and at numerous key FDM accounts. In tandem with a newly redesigned packaging, which we also developed, the campaign hit the streets with full-page print ads, radio, FSI’s and point of purchase materials. Our efforts led to wider distribution and Promax outpaced the category by 37% Q1 of 2003. At one point, sales were nearly double to the previous year.
Natrol.com was a ticking website time bomb just waiting to implode under the weight of old code and outdated technologies. The neglected site full of old content and poor architecture was beginning to impact overall brand perception and consumer visits.
We were initially brought in to “refresh” the graphics and bring to current web standards. In our creative exploration, it became obvious what Natrol needed was a newly designed site to reinforce a scientific clinical look with new site architecture that compartmentalized information in easy to digest format. The utilization of packaging icons, which we developed, allowed visitors to easily navigate the site as it reinforced overall branding.
Since we completed the site redesign and supervised the creation of new site architecture, the average time spent on the web site has increased by 19%, page views have increased by 16%, and online sales have increased 19%.
NUHAIR: THROUGH THICK AND THIN AND BACK AGAIN
NuHair Thinning Hair formulas were on thin ice. The brand was in danger of losing key accounts due to antiquated packaging and ineffective communication. Distributors never perceived the NuHair product line as a complete system. Therefore, not all skus were carried and the system story didn’t make it through to the consumer.
NuHair approached us to redesign the packaging. In the process, we developed a logo that supports the hair regrowth message in a distinct new way. Color-coding clearly defines male and female specific formulas, while establishing interchangeable products within the line. In the end, we achieved NuHair’s goal of selling as easy to understandable 3-step system — with a foldout highlighting key features plus before-and-after testimonials.
The rebrand coupled with a new ad campaign, which we also created, opened doors to salon, club and healthcare channels. This made it easier for distribution to see the line as a complete system. NuHair increased monthly accounts by 115%. The new packaging has earned the trust of major drug accounts and convinced them to carry additional skus.