When we were invited to develop a new holiday package for Reese's® Miniatures and Bells, we took the word \"new\" very seriously. Why not reimagine some of our fundamental design practices, and challenge ourselves to do even better? What if we could amplify branding, unite brand iconography with seasonal iconography…and significantly increase on-shelf impact?
To answer those questions, we discovered that we had to start thinking in some new ways. By reimagining the graphic and messaging architecture, we were able to develop a package that functions as POP in the retail environment. We liberated the most important branding elements from the constraints of the \"side panel\" - bags don't have side panels! - allowing the logo presentation to increase 900%. And we freed significant package real estate for seasonal/editorial content.
When we were done, we had created a package that functions in powerful new ways. A package that defies the zero-sum myth that one element can be elevated only at the expense of another. Because these new packages deliver stronger branding – as well as more relevant seasonal messaging. More effective POP functionality across the aisle – as well as more engaging personality in the hand. More visual interest – as well as a cleaner, simplified information hierarchy. And they tell the world, unmistakably, that Reese's® Orange is also a color of the holiday.
"; //var holiday2 = "At Holiday time, it's all about the season. Then again, it's all about the brand. A contradiction? Not really. We merged brand icon with seasonal icon across a broad range of vehicles, including displays, print ads and FSIs, writing a powerful sequel to a very successful Holiday story.
"; var reality = "It's a great privilege to be involved with a new product launch from the very beginning. From the earliest, roughest concepts to the polished packages lining store shelves everywhere.
For us, the DROPS™ project began before there was a piece shape, a pack type or a product name. We provided dozens of concept renderings for both product and package. Stimuli for consumer research. Creative insights that helped to achieve dozens of milestones along the product-development path.
From product concept to product illustration…from name generation to logo design…from writing the back-panel romance copy to writing the rules of the style guide. We were there, full strategic partners, every step of the way.
"; var york = "The YORK\u00AE brand has been giving chocolate-lovers a chill for more than 70 years. Our challenge: redesign the YORK\u00AE Holiday packaging, taking this \"winter\" icon in a more sensationally seasonal direction.
We started with the basics. We “turned the lights on,” shedding the darkness of the previous design and changing the package background to snowy white. We eliminated the clutter and distraction of the front-panel window, allowing the iconic YORK\u00AE blue-circle logo to grow significantly. The result? A major enhancement of shelf impact as well as seasonal appropriateness, and a delightful new sparkle in the Holiday candy dish.
"; var take5 = "If you think about it, the packaging for HERSHEY\u00AE'S TAKE 5\u00AE has a lot of different jobs to do, in not a lot of space. Remind consumers it's a five-ingredient bar (and then show them those ingredients). Talk about the unique textures and tastes. And above all: stand out in the midst of the cluttered, colorful chaos of the candy shelf.
What began as a modest refresh turned into a thoughtful evaluation and redesign of every single packaging element. The final result retains all of the brand's established equities. But it's cleaner, brighter and bolder. It delivers more information, more clearly, and in a more balanced, consumer-friendly graphic layout. It's take two for TAKE 5\u00AE…and better than ever.
"; var served = "As a leader in the single-serve office beverage industry, MARS Drinks knows it's all about keeping it fresh, time after time.
That's true of their messaging as well. We've used seasonally appropriate graphics and engaging messaging to develop a highly successful customer email campaign to promote the \"drink of the month\" – and to keep the MARS Drinks brands top-of-mind.
"; var sleeping = "Sleep Innovations\u00AE is a client that lives up to its name, constantly developing new breakthroughs in sleep and comfort products. And the breadth of our strategic creative partnership matches that of the brand's product portfolio.
We drew on decades of experience to create packaging for an entire line of co-branded Sleep Innovations\u00AE/Serta\u00AE products featuring the Serta\u00AE \"flock\" of sheep. The result is a balanced presentation that respects both brands while it engages the consumer.
We've created \"mission/vision\" trade advertising designed to elevate the brand profile. We've also created sales-driving consumer advertising, conveying emotional and functional product benefits in clear, compelling terms.
We've wrapped vans with high-impact graphics, designed showroom architecture and created videos that bring the brand to life.
It's a crowded segment, a fast-changing industry and an ongoing challenge. But when it comes to sleep, creativity never rests.
"; var momentum = "Sometimes you have to let the icons out to play.
That's a simple truth we try to keep in mind all the time. So when we were developing a new Holiday look for HERSHEY\u00AE'S KISSES\u00AE, immersing the brand into the joy and celebration of the season, it seemed only natural to give them a turn on the slopes.
Another thing we try to keep in mind: you never know where a truly creative idea will lead. What started out as a whimsical sketch became an in-store mobile. Then it was transformed into the HERSHEY\u00AE'S corporate Holiday card. Next up: the front-window display at HERSHEY\u00AE'S WORLD in Times Square. And finally, a huge billboard in Bentonville.
All of which goes to show: if you load up the toboggan, and let it build up some momentum, there's no telling how far it'll go.
"; var despereaux = "When Campbell’s\u00AE Soup decided to launch its first-ever major movie partnership – The Tale of Despereaux – they turned to us for help. Why? Because we know kids’ promotions, and we know how to make them work.
We started a year before the movie’s release, at the company’s national sales meeting, developing everything from a four-foot-tall storybook to a “mouse’s eye” booth environment. At retail, our dynamic displays brought the world of the movie to life…in the soup aisle. Online, a hugely successful sweepstakes delivered an immersive movie experience and maximum Brand dwell time.
The Tale of Despereaux sweepstakes generated numbers over three times higher than Campbell’s previous kids’ promotion: more than 1.3 million entries. And our innovative in-store vehicles earned us a Pro Award for Best Use of POP.
"; var rulePark = "The Campbell’s\u00AE Soup kids’ promotions were great programs…but the year-to-year messaging was beginning to develop a case of sameness. The company asked us to develop theming and creative that broke out of the rut, delivering a fresh and compelling message.
Leveraging a partnership with Universal Studios Florida\u00AE, we created a story that was all about empowerment – from the Rule the Park call-to-action to the memorable image of the Campbell’s “Noodle Kid” towering over the roller coasters and rides.
"; var v8 = "Campbell’s\u00AE V8\u00AE Brand had something big to talk about: its new Weekly Pack, designed to make it easy for consumers to adopt the daily V8 habit as a healthy new ritual. They asked us to help them say it.
Our integrated communication vehicles made sure the functional message got across – while giving the Brand messaging a modern spin that spoke powerfully to today’s lifestyle
"; var freshLook = "FLAVIA\u00AE, a leading Mars Drinks brand, had a newly-created Brand identity. They asked us to help bring it to life. This was much more than a simple announcement. We were the very first creative team to exploit the Brand’s new ethic. To do that effectively, we developed a multidisciplinary campaign that included print, online, video and more.
To begin, we created national trade show materials, compelling email communications and more. The centerpiece: a dynamic sales meeting video introducing the Brand’s new look…and its new messaging. It combined cutting-edge graphics with a balanced, organic feel that perfectly expressed the Brand’s personality and vision.
It was a Brand-building exercise…literally. Because we also designed and engineered a state-of-the-art trade show booth that incorporated the Brand’s new look into a three-dimensional environment. Different areas within that environment showcased new product launches, new technologies, new marketplace insights…and a renewed commitment to sustainability.
Born on our drawing boards as a series of sketches, the booth evolved into a huge Brand presence that made an unmistakable statement about FLAVIA today…and tomorrow.
"; var hungryMan = "Pinnacle Foods knows all about making the shopping dollar go further; their classic Brands represent tradition, quality and, most of all, value. They asked us to develop new in-store communication vehicles that would reach consumers in a traditionally difficult place: the frozen foods aisle. we set out to deliver creative excellence as well as creative economy.
Our first step was to distill messaging that focused clearly on the Brands’ most meaningful marketplace differentiators: quality and value. Then we married the words to powerful, attention-grabbing visuals. In the process, we managed to practice some real creative economy, stretching the budget for a single decal to support two distinct floor talkers.
"; var pieSky = "The Greatest Show On Earth\u00AE asked us to help increase website interactivity. Encourage repeat visits. And a little bit of viral buzz-building wouldn’t hurt, either.
We whipped up the Pie-O-Gram: a virtual cream pie that consumers could personalize and send to their family and friends. With a dash of wit and a generous helping of imagination (plus some creative economy!) we successfully repurposed existing video into several distinct and memorable executions, just right for any occasion. It’s fun. Effective. And just slightly in-your-face!"; var footsteps = "
When Ringling Bros.\u00AE Circus asked us to develop alternative communication vehicles to reach consumers in new locations, we took a look around…and down.
All those in favor of bringing iconic Brands to unexpected venues…take one giant step forward. Humorously engaging floor talkers invited supermarket shoppers to see how they measured up against the “amazing feats” of our zany clowns and peerless pachyderms. And cart signage reminded Moms everywhere to put the fun and excitement of The Greatest Show On Earth\u00AE on their shopping lists.
"; var clownCollege = "It’s not every day you’re asked to create a new graphic identity for one of the greatest educational institutions of all time. We’re not talking about Oxford, Harvard, MIT or Parsons. We’re talking about the elite Ringling Bros. and Barnum & Bailey\u00AE Clown College: the world’s only School of Higher Hilarity.
We developed a new identity that manages to evoke the history and iconic imagery of The Greatest Show On Earth\u00AE…while remaining totally modern, fresh and timeless. Truly head of the class!
"; var fastTrack = "To celebrate and announce the relaunch of Ringling.com, we were asked to develop awareness-driving, buzz-building ads that would help turn the website into one of the premier family fun destinations on the Internet.
We leveraged one of the key images featured on the site: the iconic Ringling Bros.\u00AE Circus Train. And we made sure consumers would get the message: the site was all-new, all-amazing and full of high-value content. All aboard!
"; var overTheTop = "For more than 137 years, The Greatest Show On Earth\u00AE had been synonymous with thrills and excitement. But for season 138, Ringling Bros. and Barnum & Bailey\u00AE Circus took the action to a whole new level. The show’s name tells it all: Over the Top! Our assignment was to create key art that captured the essence of the show experience – art that would serve as the basis for hundreds of different communication vehicles. From billboards to buses. From trains to Times Square signage. From VIP invitations to rich media online banners. And more.
We delivered. In fact, we delivered…twofold. We developed two powerfully vivid graphic interpretations designed to work in tandem. One: a dynamic representation of the amazing acts rendered in stunning jewel tones. The other: a dramatic “tug of war” visual that parallels the plot of the show.
"; var unforgettable = "The Ringling Bros.\u00AE Gold Unit is a circus like no other: thrilling and exciting, but also engagingly intimate. When The Greatest Show On Earth\u00AE asked us to create the souvenir program, we knew it had to be every bit as unique and special as the show itself.
We ran away with the circus…and spent an amazing week with the Ringling Bros. family as it prepared to take the show on the road. When we returned, we reimagined the program as an immersive, interactive experience. Free-form rhyming rhythms captured the essence of the show…without the encumbrance of structured narrative. For the first time, performer biographies became performer profiles, full of entertaining “fun facts.” And stunning graphics – inspired by everything from show themes to show costumes – brought to life all the color and personality of this truly unique circus.
A keepsake of enduring relevance…preserving memories, establishing a connection to the performers and enhancing perceived value.
"; var allAges = "Promoting Ringling Bros. and Barnum & Bailey\u00AE Circus presents a special challenges. Support an iconic national Brand…on a purely local level. Create compellingly cohesive messaging across all vehicles. And ensure the promotions are truly turnkey: easy for hundreds of promoters, in thousands of markets, to execute efficiently.
Instead of a single program, we delivered a portfolio of promotions designed to give local promoters maximum flexibility – and maximum impact.
"; var eat5 = "Something BIG is happening in the produce aisle. This promotion brought the color and fun of Ringling Bros.\u00AE Circus to this high-traffic 'perimeter' grocery department. The compelling call to action encouraged consumers to 'Eat 5' fruits or vegetables and 'Save $5' on circus admission.
It was a win of pachyderm proportions. For our client: an engaging promotion that's easy to execute on a local level. For the retailer: a whole new way to bring excitement to the produce section. For kids: the irresistible attraction of iconic circus imagery. And for mom: some welcome help in getting her children to eat healthier snacks.
"; var dough = "When it comes to family fun, there's no topping The Greatest Show On Earth\u00AE. This promotion made it easy for families everywhere to grab a slice of the fun…with high-value savings on circus tickets. Window cards, counter cards, placemats and tearpads dished up circus-themed excitement at pizza restaurants throughout the country. For dine-in and carry-out customers, the message was clear and compelling. Anybody for seconds?
"; var bread = "The wholesome goodness of fresh bread: if you're a mom, chances are it's always on your shopping list. So we baked up a perfect match. Ringling Bros. and Barnum & Bailey\u00AE is America's national circus brand…appearing, week after week, in local markets across the country. And America's national bread brands – appearing in mom's grocery cart each and every week – are baked by regional bakeries nationwide.
Our savings-on-admissions message was spread across window cards, shelf talkers, tearpads...and even special bread packaging. It was the greatest thing since…well, you know.
"; var zoom = "Zing Zang Zoom – the 139th edition of The Greatest Show On Earth\u00AE – put a magnificently mystical spin on the fun and excitement of the circus, borrowing and reinventing elements from the great traditions of stage magic. When we were asked to create the key art for the launch of this very special show, we had to find a way to capture that unique spirit.
We immersed ourselves in the imagery of the show: everything from props to sets to costumes. Drawing on those assets, we merged classic circus themes and intriguing magical visuals to create something completely new. And for our final trick, we developed a dynamic logo specially designed for animated as well as static applications. The result is pure magic…and pure Ringling Bros.\u00AE too!
"; var glow = "Ringling Bros. and Barnum & Bailey\u00AE Circus asked us to help put an American icon on the road – literally – with a complete redesign of its Gold Unit touring trucks.
We took advantage of emerging technology – mobile electroluminescent systems – to turn the Ringling Bros.\u00AE Circus trucks into moving canvases. At night, when the lights come on, it's truly the greatest glow on earth.
You would expect a convoy of 60-mph lighted billboards to get noticed – and they did. We were proud to earn a Gold Addy Award for Vehicle Graphic Advertising.
"; var regMedTeam = "Pharmaceutical giant sanofi-aventis asked us to create a unique “brand” for its Regional Medical Liaisons – a team of scientists delivering technical support to health care providers.
We treated this project as a classical branding exercise, analyzing the department’s role and history in order to develop a distinctive identity that would differentiate it from external competition and elevate its internal stature…while maintaining alignment with the existing company brand ethic.
"; var metBrochure = "The sanofi-aventis Marketing Excellence Training department asked us to update its training materials – giving them a look-and-feel that would be engaging enough to encourage associate participation, while maintaining clarity of communication.
We began with an evocative schoolroom icon – the classic composition book – and reimagined it as a sleek, high-tech tool. And we streamlined and rationalized content, turning what could have been a confusingly complex presentation into a clear, relatable, human resource.
"; var waterSmart = "The Scotts\u00AE Company was looking for innovative ways to communicate the benefits of its exclusive Water Smart™ products. They turned to us to get things moving – literally.
We turned the Scotts fleet of tractor trailers into huge billboards, developing visuals and messaging that were not only powerful and memorable…but powerful and memorable at 65 mph. The intriguing theme graphic instantly communicated the water-saving benefits…“driving” consumer awareness in a dynamic new way.
"; var turf = "When The Scotts\u00AE Company asked us to develop a promotion to help introduce consumers to the water-saving benefits of its formulas, we took our cue from the unrivalled performance of the products themselves.
Our Thrive & Drive Sweepstakes leveraged the proven appeal of auto racing to attract the attention of lawn-conscious men across America. Promotional materials included Web graphics, pallet headers, standees, FSIs, counter cards and more. The image of the grand prize – a racing-equipped Ford Mustang – made an unmistakable statement about speed, power, and championship performance. To make sure the promotional horsepower made it to the road, we partnered successfully with Ford Motor Company and motorsport legend Roush Racing.
"; var wafers = "When the New England Confectionery Company was founded, in 1847, James K. Polk was President. The company has an impressive past. We've been lucky enough to be invited to help chart its future.
We reimagined the identity of the iconic NECCO\u00AE Wafers Brand, immersing ourselves in Brand history as well as the competitive landscape. The new look, executed across packaging, displays and trade communications, retains Brand equities while remaining totally modern. And new messaging identifies relevant product benefits that truly resonate with today's consumers.
We also reintroduced America to the classic CLARK\u00AE Bar. Here again, we worked hard to retain established equities, while giving the Brand a modern, masculine attitude that speaks powerfully to its consumers. And we developed messaging that clearly differentiates CLARK – as the only real chocolate bar in its segment – from every one of its competitors.
"; var twilight = "The Twilight Saga is a true international phenomenon, igniting the passions of moviegoers everywhere. When SWEETHEARTS\u00AE Brand asked us to help bring its Twilight license to life, we knew that we had to approach the project with the same kind of passion.
Starting with the Twilight DVD release, our work began before there was even a style guide, partnering strategically to help develop theming, packaging, displays and products. We had meaningful input at every level – from the flavors of the SWEETHEARTS candies, to the expressions they wore, to the dramatic movie-inspired packaging and POP.
And as with the Twilight Saga itself, our ongoing sequels have lived up to the originals. Halloween products, aligned with the theatrical release of New Moon. And most recently, innovative Fire & Ice SWEETHEARTS, leveraging the excitement of the New Moon DVD release.
Twilight SWEETHEARTS were a huge Springtime hit, becoming the Brand’s hottest-selling new product in history. A long-time favorite Brand found new relevance...and a new consumer constituency.
None of this went unnoticed, and we're very proud to have earned the 2009 NCSA New Product Award for Best Licensed/Limited Edition Product.
"; var trueLove = "SWEETHEARTS\u00AE candy hearts have been helping people say ‘I Love You’ for more than a hundred years. When the Brand asked us to reinvent its identity, we taught those candies to say lots of new things.
We started by reimagining the entire Brand ethic, from logo to tagline, and executing that new identity across the core range of Valentine’s Day products. And we worked with the Brand to launch its first-ever summer promotion: Red White & You™, featuring patriotic colors and candy imprints – and a 'heart-felt' partnership with the USO. To make sure everyone got the message, we developed a range of compelling trade communications that helped the Brand win unprecedented retailer buy-in.
Pure incrementality. For the first time ever, SWEETHEARTS candies sold outside the Valentine’s Day season. SWEETHEARTS have always spoken the language of love. Now they're talking louder than ever.
"; var goodness = "Valio is a leading European dairy producer, but the Brand is new to this country. So the company turned to us to help launch its first U.S. milk product: REAL GOODNESS\u00AE Lactose Free Milk.
Our job went beyond establishing Brand credentials. We had to communicate the fact that the product was a completely new kind of lactose free milk, made in a way that retains the whole-milk taste. We targeted key markets, developed memorable messaging and deployed aggressive in-store and in-home vehicles: shelf talkers, FSIs, sampling coupons and store demo kits. And we supported the launch with trade messaging to drive retail distribution and display.
"; var bigman = "The lactose-free milk category is cluttered with similar products, all delivering confusingly similar messages. Entering that space, our client, Valio USA, had a genuine product innovation to talk about. Its Real Goodness™ Brand lactose-free milk is made using a patented process that retains real milk taste and creaminess, while dramatically improving the nutritional profile. We were challenged to get the word out by getting the product into the hands – and mouths! – of consumers.
One way to bring new life to the Brand – and the category: do something completely unexpected, in a completely unexpected place, at a completely unexpected time of year. We chose a non-traditional venue for an innovative sampling campaign: fifteen malls throughout the northeast and mid-Atlantic region, on the weekend before Christmas. With the cooperation of Nestlé USA, we set up our tables right next door to sampling stations where fresh Toll House cookies were being baked and sampled. And in a radical departure from most lactose-free campaigns, we decided to use seasonally appropriate, frankly fun messaging and graphics to drive consumer interest.
We asked ourselves a simple question: who's the ultimate authority on milk and cookies? The answer: Santa, of course. So we borrowed the iconic image of his gloved hand reaching for the treats, and gave it a witty, fresh, Brand-relevant spin. The result: more than 50,000 Real Goodness™ samples delivered – and a PRO Award for Best Sampling Program/Trial Recruitment.
"; var holiday = "When we were given the privilege of concepting and executing an entirely new range of seasonal packaging and POP for the iconic HERSHEY\u00AE'S KISSES\u00AE Brand, the objective was simple: help this great Brand express and embrace its role as a seasonal symbol. Take ownership of the holiday. And stand out among competitive offerings.
The solution was simple, too: the kind of 'simple' that demands real inspiration and plenty of hard work. Immerse the Brand in the season – with creativity, delight, color and a touch of wit. Merge Brand icon with seasonal icon in a way that multiplies the power of each. The result is a simply confident, uncluttered look. A look that’s easy to find at retail. A look that elevates seasonality as well as Brand essence.
"; var eggies = "When HERSHEY\u00AE’S asked us to redesign its seasonal packaging for Canada – a challenge that involved multiple Brands as well as multiple languages – we were able to draw on years of international packaging experience.
International packaging always presents unique challenges. It's very easy to allow multiple-language requirements to compromise clarity or creative coherence. Or, worst of all, to mute the Brand voice.
Our new packaging is true to the cultures and true to the Brands. It evokes all the fun of the season. It speaks, above all, the language of honest, compelling design.
"; var growing = "The FLAVIA\u00AE division of Mars Drinks, an industry leader in single-serve office beverage systems, asked us to help raise awareness, inside the company and among its customers, of its powerful commitment to fresh thinking and new products. Bold sustainability initiatives – from rainforest protection, to small-farm assistance, to leading-edge upcycling programs. State-of-the-art energy-saving brewers and 'green' certified coffees and teas.
The multi-layered message called for a multi-layered communication strategy. The architecture included print brochures, e-sellsheets, and dynamic videos. And 'architecture' is more than a metaphor: we also designed a fifty-foot trade show booth that turned the message into an immersive environment.
"; var peep = "Marshmallow PEEPS\u00AE seem to turn up everywhere. That's a good thing, of course, but it means that a strong, consistent Brand standard is an absolute must. And that’s why Just Born, Inc. asked us for help.
We developed a simple, user-friendly style guide for this timeless Brand, ensuring that its powerful equities would be appropriately used – and protected. And without compromising clarity, we gave it all the visual interest, spirit and fun of those iconic little chicks.
"; var reinvent = "Reinventing a company’s corporate identity is always a challenging assignment. When that company is the New England Confectionery Company, and it’s been around longer than most countries – 163 years, to be exact – the challenge is even bigger.
We began by differentiating the company’s identity from that of its NECCO\u00AE Wafers Brand, setting each of them free to grow. Then we immersed ourselves in the company’s long history, pinpointing and incorporating elements that expressed its culture, its vision, even its proud geographical roots. The result is a corporate identity that pays homage to the company’s rich past…while looking forward to its future.
"; var memories = "For its 139th edition, Ringling Bros. and Barnum & Bailey\u00AE borrowed the wonder and tradition of stage magic, combining it with the color and spectacle of The Greatest Show On Earth\u00AE to create something truly unique. When we were invited to script the show’s souvenir DVD, we decided to do the same: to develop a totally new concept that would turn a keepsake into a whole-family “must watch”.
First we invented RBTV – an entertainment “channel” dedicated to all things Ringling Bros.\u00AE Then we hired an energetic newskid to report on the show. Each segment focused on a different aspect of Zing Zang Zoom – from thrilling show footage, to behind-the-scenes interviews with the performers, to up-close-and-personal bios of the animal stars, to a very special guided tour of zany Clown Alley. For the first time ever, the DVD has its very own theme, its very own story. The result is something more than a souvenir. It’s full of fun, humor and inside info – a high-value standalone product that captures memories and enhances the entire show experience.
"; var easter = "When HERSHEY\u00AE’S asked us to redesign its Easter packaging for Canada – a challenge that involved multiple Brands as well as multiple languages – we were able to draw on years of international packaging experience.
International packaging always presents unique challenges. It's very easy to allow multiple-language requirements to compromise clarity or creative coherence. Or, worst of all, to mute the Brand voice. Our new packaging is true to the cultures and true to the Brands. It evokes all the fun of the season. It speaks, above all, the language of honest, compelling design.
In a challenging economic climate, and despite a significant price increase, the redesigned Easter range achieved a remarkable double-digit increase in sales. The Brands are unanimous: it’s the new look that’s driving the new success.
"; var radioad = "\"On the Radio\" - it's a great Donna Summer song, but it's also our latest news story. Two new radio spots for Valio's Real Goodness™ lactose free milk brand - conceived and written by the Zucconi Idea Agency - have begun airing in Providence, RI. The spots, starring an over-the-top southern senator, take place during hearings being held by the fictitious Congressional \"Milk Committee.\" They represent a new creative direction for the brand, combining humor, storytelling and powerful benefit messaging to elevate awareness and drive trial. And to lend added support to the campaign, we've designed a series of visually compelling billboards that will be appearing throughout the Providence area."; var thinmints = "Haviland\u00AE has decades of history, but it's always been a quiet brand. Consumers know the product: Haviland Thin Mints are a longtime favorite. But from logo to packaging graphics, the Haviland brand voice itself has been a sort of whisper, failing to generate attention on-shelf…and failing to convey the Brand's promise of quality. So we were asked to rethink and refresh the Brand identity – while remaining true to its heritage.
For Haviland, it was about speaking more clearly; but it was also about saying all the right things. We made sure the Brand personality was clearly expressed, with a look that's modern yet classic, confident yet refined, elegant yet accessible. A look that puts the emphasis on quality, while keeping the accent on approachability.
The reimagined Haviland is totally familiar, yet totally new. Where there was maturity, there's now authority. Where there was quiet, there's now quiet conviction. And where there was a whisper, there's now a little bit of sales-driving noise.
"; var skybar = "Sky Bar is a product born out of the spirit of innovation. It's like nothing else: four different fillings, one in each molded compartment of the chocolate bar. But when it came to branding, it was a different story. The logo and packaging were dated and lifeless, without relevance to today's consumer. We were asked to give the Brand a top-to-bottom makeover – relaunching it, in effect, for a new generation. At the same time, we were given the opportunity to adapt that new look for a major entertainment tie-in: the wildly popular Twilight franchise.
We started with a clean sheet of paper. Actually, scratch that…there wasn't even a sheet of paper. We began with an entirely new vision of what the Sky Bar Brand could be. In the end, we retained just a few key elements: the name; the exclusive four-filling bar; and that spirit of innovation. Everything else is new. A sleek, modern look, spotlighting an all-new logo. A dramatic color palette that elevated on-shelf presence as well as appetite appeal. Streamlined package messaging that clearly communicated the product's unique selling proposition. And while we were at it, we redesigned the chocolate molds themselves.
That's where most rebranding exercises would have stopped. But we went on, adapting the dynamic new Sky Bar identity to the look-and-feel of the Twilight movie franchise to build a hugely successful, award-winning partnership. The promotional packaging developed for the theatrical release of New Moon merged Sky Bar equities with movie equities, leveraging the characters and themes of the film while retaining the integrity of the Brand. Our creative input extended to limited-edition flavors, exclusive forms and pack types, and (once again) special chocolate molds inspired by the visual motifs of the movie.
"; var clarkbar = "The Clark\u00AE Bar is an unusual Brand, because – let's face it – it's somebody's first name. More than that: it's a true American original. But nowadays, for every hundred consumers who've heard of Clark, maybe only ten really know it. So refreshing the Brand identity was almost like introducing a person – giving consumers the opportunity to get reacquainted.
We started by identifying the core Brand equities: name, logo and color palette. And then we rethought and refined those elements, giving them a modern, masculine spin. (Clark is a guy's name, after all.) We repositioned the Clark Bar as an honest, hard-working chocolate bar, made from the real stuff – genuine, generous and satisfying. Keeping extendability in mind, we developed a messaging architecture flexible enough to accommodate a range of new flavors and varieties, giving the Brand a little elbow room for growth.
The Clark Brand retains its heritage, while remaining intensely relevant to the modern consumer. That means a whole new generation is getting to know this iconic chocolate bar…on a first-name basis.
"; var leadingedge = "It's never easy to create a really good tool; it's even harder to improve on one. So when sanofi-aventis asked us to design the latest versions of its Marketing Excellence Training and Field Medical Training course guides, we stayed focused on the objectives: accuracy, usability, and a streamlined, accessible graphic interface.
This project included, for the first time, the integration of new Web functionality: an additional layer of communication that could have made the result cluttered and confusing. We drew on our experience in organizing and presenting this complex information, keeping the content clear and easily navigable. The result, in each case, is a resource that delivers the kind of meaningful help its busy users need: a good tool, significantly improved.
"; /* // ======================================== // ARCHIVES // ======================================== var bigDog = "