Disensión: Digital Media Campaign

Our assignment was to work with an actual spirits distributor to plan the soft launch of a flavored tequila. We were asked to provide a media strategy for the launch that addresses a target audience, media outlets and gives the tequila a name and brand identity.

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MoonPie Madness

How many brand impressions can a grassroots experiential marketing campaign produce? Did I mention that the creators of this campaign are advertising graduate students using their rare spare time to work on a project not handed down to them by the faculty?

Click Here to view the case study and see how we revived a brand by utilizing new media and introducing it to a new target. Bring your appetite and I hope you like marshmallow sandwiches.

Shout Color Catchers: Strategy and Creative Brief

Our objective was to increase the awareness and trial usage of Shout Color Catchers (a newproduct that traps the dyes during the wash cycle to allow the mixing of colors without bleeding). We were tired of laundry products that speak solely on functional benefits. It was time for a change in message and an adjustment in the target audience. Our research on new moms lead us in some unexpected insights that helped our creative team completely rewrite the rules on engagement for cleaning products. Trap the Dyes!!... Fight the Power!


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Champion Creative Brief

The Assignment: Write a creative brief for the challenger brand Champion. I love working with brands that are trying to topple a clear number one (Nike). Without big name pro or college contracts nor celebrity endorsers Champion is at a clear disadvantage. However, diversity in sports breeds diversity in athletes. Champion shares a common characteristic with athletes and sports that don't get the attention they deserve. Champion has worked hard for decades to continually advance sportswear (They invented the hooded sweatshirt, which may be the most important invention of the 20th century...according to the guy who has owned the same sweatshirt for two years and looking to make it three.) Sports like wrestling, weight lifting, lacrosse, field hockey and women's basketball also have rich histories, but relatively little fanfare. Sounds like a certain sportswear brand I know.

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