Let’s face it, Gen Z’ers aren’t drinking beer like previous generations. They instead seek out other flavor-forward alternatives like fruity seltzers & malt beverages. Brewed with real oranges & limes, our job was to earn Gen Z’s allusive attention and introduce them to the real citrus flavor only found in New Corona Sunbrew.
Rather than announcing this new offering from Corona in a hyper-polished traditional way, we created “Peel & Reveal” bottles and got them in the hands of Gen Z so they could break our news, on their terms, in a refreshingly real way. Once the word was out, our “Let Flavor Shine” campaign hit in all the right places to reinforce our brand message while encouraging Gen Z to let their true selves shine all summer long with Corona Sunbrew.
More than 60% of consumers believe health insurance companies don’t have their best interests at heart. For Priority Health, a nonprofit insurer serving Michigan, we saw an opportunity to prove otherwise. We began by defining their brand purpose: “Use Empathy as the Driving Force to Transform Health Insurance For Good.” That led to a simple but powerful brand platform idea built around one question:
“What’s Your Priority?”
Because every meaningful relationship starts with listening, the campaign focused on understanding what mattered most to Priority Health members and communities across Michigan. Those insights shaped not only the communications strategy, but the company’s actions — transforming marketing investments into tangible programs, partnerships, and initiatives that strengthened overall business performance and created meaningful impact for the people and communities that Priority Health serves.
Cheez-It built its brand on its 100% real cheese claim, but in a category driven by “new” news, the brand began to shift its focus to innovation and started losing their “real cheese” equity. To solve for this problem, we tapped into what cheese fans are really passionate about and created the ultimate mashup – the first-ever snack pack for adults.
Wine & Cheez-It became a national phenomenon and sold out instantly the day we launched. People started creating their own pairings and sharing them out on social. Sales of the product skyrocketed winning this campaign an Effie and several other industry awards. The excitement was so big that this earned idea found itself on shelf at big box retailers and has become part of the new product innovation pipeline.
In 2020, the pandemic hit communities hard — especially young athletes who relied on sports to stay connected, active, and inspired. As a brand whose purpose is about helping people “Rise From Pain,” Icy Hot had an opportunity to go beyond the physical aches & pains by creating a different kind of program designed to have a long lasting impact.
Together with Shaq, Icy Hot launched Comebaq Courts — a nationwide initiative to restore and revitalize basketball courts in communities impacted most by COVID-19, giving kids safe, inspiring places to play again. To bring the movement to life, we hosted a live NBA 2K charity tournament on Twitch featuring Shaq and top gaming influencers, uniting fans across the country to raise awareness, spark participation, and generate the much needed funds to help communities rise up and Get Back in the Game.
Redefining what “Share The Love” means for the RKT brand, we brought to life a beautiful story of inclusion through brilliant pack design and authentic storytelling. This award winning campaign increased brand recall by over 30%, sales rose 9.3% during the busy back to school timeframe, and most importantly Rice Krispies Treats took a real step towards inclusivity making love more accessible for all to enjoy.
Connecting brands to culture through influence. Bear Naked elevated both winter and summer experiences for Millennials by turning their outdoor playgrounds into something worth talking about. These award winning campaigns earned over 1 billion impressions and helped Bear Naked regain its #1 slot in the category amongst Millennials.
Wolverine exists to bring more grit and tenacity to the American worker and is on a mission to close the skilled trades gap. In order to bring more cultural relevance to what constitutes “the trades,” we tapped into the maker culture of bourbon & rock-n-roll to create one-of-a-kind 1000 mile boot collaborations to help support more skilled workers entering the American workforce.
Predictive modeling turned this fresh innovation idea into a national craze – all your favorite Thanksgiving dishes delivered to you in chip form. Year over year people gobble them up with over a billion free media impressions, a ton of social online chatter (just Google it), all leading to a sales lift during the biggest food holiday of the year.
To insert an iconic brand into pop culture and reach a younger audience that has long since forgotten how G-r-r-reat Tony the Tiger really is, we created the first-ever chocolate record made out of cereal that actually played a hit track dropped by an up-and-coming boy band, PRETTYMUCH.
This legendary edible record release (on National Record Day) not only rekindled fan passion for Tony, but also made Chocolate Frosted Flakes the biggest teen hit of the summer.
How can something so small add up to something so big? “Toss the Tube for Good” dramatizes the ridiculous amount of waste that people throw away each year without even thinking about it, all while demonstrating how easy it could be to make a positive change through this new innovative product. The campaign won a gold and two silver Addy Awards.
It started with a provocative still image of a beauty queen, a penguin, and a life raft plastered all over cities around the world. Then we invited people to go online to see the rest of the story.
Three directors were presented with the still image and given the Samsung NV24HD camera – Samsung’s first digital still camera that shot HD video. Their assignment was to create a short film using their own imaginative interpretation of what happened. "CrownFish" won gold at Cannes.
The assignment was to take a brand that appealed mostly to children and make it cool and compelling for the teens of today. After the launch of “Born to Play,” sales of the GameCube increased by 30% among teens. The campaign was celebrated at The One Show and Cannes.
