by cobb-admin | Jan 8, 2019
Alden’s needed to reboot it’s 30-year old brand for the new natural channel world.
MARKETING THE NEW ALDEN’S BRAND
Challenge
Dell and Microsoft had an agreement to co-market Dell desktop computers to SMBs, loaded with the Microsoft SBS Server. Easier said than done. Both had competing marketing teams in place, leading to confusion about how to combine their messaging and market with better more synergy.
Solution
After an audit of all marketing & messaging materials from both Dell and Microsoft, I synthesized a messaging platform that was on-brand and on-target for both sides. The engagement required messaging development, project management, group facilitation, and a fair amount of tact.
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Conversion Rate – 90%
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Return Users – 77%
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Social Following – 85%
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
What’s the best way to make raw, sprouted foods sound yummy to Gens Y and Z?
COMMUNICATING BRAND VALUES ON PACK
Challenge
When Whole Foods changed raw from a category to a product attribute, Living Intentions had to evolve beyond being a bulk bin favorite, and finally get credit for being a flavor-forward innovator.
Solution
Redefine raw as food that’s been Activated, and shift the Living Intentions story from nutty-crunchy health food gurus to culinary geniuses that understand both taste and nutrition.
Email me and let's set up a chat to see if I can help with your project.
Target Audience & Design Direction
In Category @ Whole Foods
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
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