Spirits and Beverage

Spirits and Beverage

On and Off Premise POS

Kahlúa

Packaging Re-Design Launch

• Developed and implemented awareness point of sale program introducing the newly redesigned 'clear label' for Beefeater Gin.

• Elements featured a four color printed clear vac-form bottle that was used on Case Cards as well as being joined together to form a complete bottle and used as Ceiling Danglers.

• Sales materials and on-premise elements featured an acetate bottle replica married to conventional paper printing.

Mobile Sampling Events

Challenge: Increase awareness of Hills Bros. Coffee’s new 100% compostable pods.

Solution: Fielded dynamic mobile marketing events that visited core markets over the course of a twenty-week tour, offering samples of hot coffee while communication the news about 100% compostable pods to tens of thousands of consumers.

Line Extension Campaign

This is an example of program development from both a conceptual and graphic perspective. Although this one never made it to press, the client loved the “Great Moments in Apple History” thematic for the launch of this flavored line extention.

Margaritaville Margarita Mix

I was asked to create images to use for Public Relations purposes and as general stock imagery for the brand.

My solution was to create a beach in the studio and bring in a live Macaw then photocompose a variety of images which included highspeed splash shots to generate energy.

The development of this Point-Of-Sale was critical because it has to reflect a long list of communication priorities. A variety of product attributes including texture and ingredients as well as positioning as an afternoon snack rather than a thirst-quenching beverage had to be addressed. The result was a colorful and strongly branded visual that was adapted for a variety of POS elements.

On-Pack Instant Win Promotion

Challenge: Drive awareness and trial for new Kauai Coffee brand at retail where irregular distribution negates utility of regional or local media support.

Solution: In-pack Instant Win Sweepstakes. Prize trip to Kauai celebrated the product’s origins and point-of-difference. Featured in-pack game pieces with bounce-back coupons driving secondary purchase

Here’s What Each Trip Included:• Round Trip Airfare For Two• 6 Nights Resort Hotel Accommodations • $1,000 Toward Your Choice of: - Zip Lining - Helicopter Tour - Downhill Cycle Tour - Whale Watching - Sea Kayaking - Sunset Sailing

Integrated Promotion

Challenge: Drive awareness of long-standing constipation remedy, Senokot laxatives.

Solution: Web-based consumer promotion themed the Senokot “Overnight Relief” Sweepstakes. “Enter Today. Win Tomorrow.” Three-month long promotion with daily drawing for prizes. Each entry received bounce-back emails announcing previous day’s winners with link to enter for next day’s drawing.

Microsite Entry FormMicrosite Thank Youwith :15 Video

Bounce-back Email

Integrated Promotion

Challenge: Drive awareness of long-standing constipation remedy, Colace Stool Softeners.

Solution: Web-based consumer promotion themed the Senokot “Overnight Relief” Sweepstakes. “Enter Today. Win Tomorrow.” Three-month long promotion with daily drawing for prizes. Each entry received bounce-back emails announcing previous day’s winners with link to enter for next day’s drawing.

New Product Launch

Challenge: Introduce parents to Beech-Nut’s Let’s Grow brand of toddler foods that are healthier than their key competitor and industry leader, Gerber.

Solution: Integrated promotion featuring online sweepstakes supported with digital campaign and in-store communication as well as a Day Care outreach. Consumers answered simple questions that illustrated product benefits as a part of their entry.

Growth Chart

Micro-Site

Dedicated, Flash BasedMicro-Site Entry Portal

Integrated Promotion

Challenge: Increase awareness of the utility and versatility of cranberries beyond the traditional Thanksgiving holiday in a fun and involving fashion.

Solution: The Cranberry Friendsgiving Contest - Online contest in which consumers were invited to post their favorite cranberry drink, food recipes or decor ideas to social media then sign up for the contest on our custom designed microsite. Working closely with our public relations partner, Pollock Communications, the contest was promoted with a strong outreach to food and fashion leaders that helped to drive hundreds of entries.

Motivational Sales Incentive Program

Packaging

Line Extensions

The assignment for Massimo Zanetti Beverage was to translate their signature brands into ready-to-drink packages of various sizes and types. as an exploration into this fast growing market for coffee.

Package Re-Design

White Rain was looking for an update to their Kids line of shampoo/Body Washes that would increase branding and strengthen the legibility of variety / scent. My execution achieved all of the above as well as increasing the “Tear-Free” call-out and making the characters more engaging and identifiable.

Old Package

Package Re-Design

Packaging

There’s nothing more challenging that when your client insists on naming their new C-Store tobacco product “Tombstone”. Well, I went with an “old West” take and gave them multiple options (top row) and ended up with a hybrid that they were very happy with. There were also counter unit displays that I developed. (Not shown)

Comps

Final Designs

Private Label Branding

This is a branding assignment for Massimo Zanetti’s “Total Coffee Solution” for a major NorthEastern grocery retailer. Demonstrated here is the company’s ability to provide a variety of products at various levels with a branding concept that could be apllied to other products within the stores.

Private Label Branding

New coffee bean blend availability, market specific demands and holiday merchandising options are all new marketing opportunities that require rapid response. These are examples of these types of assignments for Costco stores.

Tia Maria needed a Value-Added Package to reinforce shelf presence during the competitive Holiday season. I went beyond the simple solution of providing espresso cups by creating a “Café ” thematic that increased on-shelf appeal and made a unique gift package.

The “Café ” theme was later spun successfully to on-premise events.

FSIs

This is a creative exploration for Frank’s RedHot. In this case, an ad in a recipe booklet with the directive to push the fun factor and irreverant attitude of the brand while keeping an eye toward grilling and chicken in particular.

The winning execution is to the right.

Small sampling of POS, Direct Mail and CD-ROM Packaging I did for AOL “back in the day”.

Just a few examples of many programs I have done for Time Warner Cable. Programs utilized an integrated approach to drive subscriptions with retail partners.

Programs were tailored to HD and Digital Cable alone and at other times tailored to communicate specifics about their Road Runner High Speed Online and Digital Phone services.

This required several versions of POP and Starter Kits in different areas of the store with specialized messaging all while maintaining a cohesive program look.

When Chock full o’Nuts went through a package re-design and positioning re-stage, they came to me to help bring their new brand image to life for the trade. By capitalizing on their New York heritage and trademark graphic cues, we told their story of resurgence and contemporizing of this Iconic brand.

In addition to all copy and design for this communication, I created 3D package images from bits and pieces of artwork before the new packages were produced.

Trade Ads

Challenge: Develop Trade communication for Progressive Grocer and Supermarket News publications touting MZB’s new compostable single-serve pods. A unique entry into the K-Cup sensation among consumers, these pods created a point of difference for these brands.

Solution: Trade ads focused on packaging first to reinforce shelf awareness and branding as well as hard-hitting factoids that reinforce research that shows that consumers would prefer to use an eco-friendly product.

This on-pack promotion for MJB Coffee taps into the regional Irish association the brand has by offering a sweepstakes to Ireland. Delivered via insert inside specially marked cans with additional coffee savings, the program was supported with POS signage to help drive floor display.