by cobb-admin | Jan 7, 2019
How can a new multi-category food brand re-invent and re-invigorate the idea of giving to charity?
Launch GIV, build awareness, drive revenue
Challenge
1/3 of US population in the “Creative Class” are seeking values-aligned companies and will spend more for quality. But who’s filling the need?
Solution
With the brand name “giv” in three iconic letters, we helped the company “own” giving, and redefine what it means to give.
Email me and let's set up a chat to see if I can help with your project.
by cobb-admin | Jan 7, 2019
How can a beverage brand launch a new product line beyond its hippie roots into hipster culture?
NEW PRODUCT, NEW FORM FACTOR, NEW APPROACH
Challenge
Guayaki was the #1 yerba mate brand in the US, but their latest product — mate in a can — needed a new approach to captivate a new audience: the young male energy drink consumer.
Solution
We positioned the product as a healthy alternative to energy drinks, then developed and launched an underground influencer campaign to take the brand from hippie to hipster.
by cobb-admin | Jan 6, 2019
How can Smirnoff be positioned as the brand of choice to new generation of vodka drinkers?
Challenge
My task was to develop a brand strategy and message for a brand activation campaign that appealed to 18-35 year olds in North America.
Solution
In answer to the question “were you there when…?, invite an audience of Experience Seekers to “Be There” for once-in-a-lifetime brand experiences.
Email me and let's set up a chat to see if I can help with your project.
Target Customer Acquisition
by cobb-admin | Jan 6, 2019
How does the modern day embodiment of the European coffeehouse become recognized as an American classic?
Challenge
My role was to help establish Starbucks as the modern day embodiment of the coffeehouse, in order to position the brand in a premium space and protect the company’s margins as it grew.
Solution
To embed the brand as the inheritor of the centuries-old coffeehouse, I developed the Starbucks coffeehouse strategy and partnered with Warner Television, Time Inc., & Magic Johnson Development..
Email me and let's set up a chat to see if I can help with your project.
Massively successful brand
by cobb-admin | Jan 6, 2019
How does an 80 year old company re-introduce itself to the community it started in?
Solution
Through a successful re-brand and integrated campaign that helped bring in 1,400 net new patients per month, while reducing patient churn.
CONCEPT & Messaging Snapshot
