Smirnoff

Smirnoff

Case Study

Smirnoff 

How can Smirnoff be positioned as the brand of choice to new generation of vodka drinkers?

Agency: Neverstop

ONCE IN A LIFETIME

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.

Skills Required

Messaging Development

l

Copywriting

Strategic Direction

Z

Experiential Design

My Role

Brand Strategist

l

Copywriter

Experiential SME

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Audit

Messaging Hypotheses

l

Copywriting

Strategy

Presentation

Project Snapshot

Messaging

Goto Market

Campaign

Outcome

Worldwide Campaign

%

sales volume lift

%

Target Customer Acquisition

Teton Waters Ranch

Teton Waters Ranch

Case Study

Teton Waters Ranch 

What could one purpose-driven company say to convince the world that grass-fed beef might just save the planet?

Agency: RETAIL VOODOO

Introducing the new Teton WATERS RANCH

Solution

Create an identity and a Grass-feducation message that explained both the environmental and health benefits of grass-fed beef.

My Role

Brand Strategist

Audience Analyst

Content Strategist

l

Copywriter

COPY & Messaging Snapshot

Brand Message

Brand Voice

Messaging Framework

Employee Engagement

Identity & Packaging

Outcome

x growth in year one

Starbucks

Starbucks

Case Study

Starbucks 

How does the modern day embodiment of the European coffeehouse become recognized as an American classic?

STARBUCKS = COFFEEHOUSE

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..

Skills Required

Brand Development

l

Strategy & Messaging

Z

Project Management

My Role

Creative Director

Brand Strategist

l

Copywriter

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Research

Messaging & Positioning

l

Copywriting

Presentation

Project Snapshot

Brand Expression

Outcome

Stores

Years

Massively successful brand

Talking Rain

Talking Rain

Case Study

Talking Rain

Could Talking Rain appeal to a new generation of consumers by capturing a piece of the $11.8b energy category ?

Agency: Retail Voodoo

Disrupt or Die?

Challenge

Talking Rain faced some specific choices as it looked over the energy category: do nothing, add caffeine to Sparkling Ice, or out-crazy the crazies with an outlandish name + messaging + $100mm budget.

Solution

The energy category aisle is crowded, tired, and difficult to navigate. Plus, energy drinks have always had nutrition labels with some scary-sounding stuff in them. So pioneer a new category… called Biohacking

Skills Required

Messaging Development

l

Corporate Copywriting

Sr. Client Direction

Z

Project Management

My Role

Brand Strategist

l

Copywriter

Account Planner

How can I help?

Email me and let's set up a chat to see if I can help with your project.

Process

U

Audit

w

Diagnosis

Validation

Prescription

l

Translation

Creative Development

Implementation

Project Snapshot

VC Pitch

Outcome

New Brand

New Skus

$ize of Prize

Z Collection

Z Collection

Case Study

Z Collection

How does a growing hospitality company bring all of its eclectic brands under one roof?

Agency: FINE DESIGN

bringing a multi-thread brand story to life

Solution

Tell a cohesive Z-Collection story that helps position the company for extraordinary growth.

My Role

Audience Analyst

l

Copywriter

CONCEPT & Messaging Snapshot

Minifesto

Positioning

Direction 1

Direction 2

Direction 3

HOME PAGE

HOTEL DETAIL PAGE

MINIFESTO PAGE

Outcome

Eclectic Hotels

Major Cities

Unified Brand