New Product or Service
Any communications effort used to introduce a new product or service that is not a line extension.
You Are Not Ready/red E
Launch campaign for Sony Playstation, targeting hard core videogame enthusiast. The strategy was to provoke the jaded target audience into rising to the challenge of the games. Campaign objectives were to build awareness, position brand as "intense," drive trial and ultimately achieve aggresive volume goals. With moderate budget, surpassed client's launch objectives.
Brand: Sony PlayStation
Client: Sony Computer Entertainment America, Inc.
The "Fooler" campaign played a crucial role in the overwhelmingly successful launch of DiGiorno Rising Crust Pizza. In essence DiGiorno has Reinvented frozen pizza and the brand is well on it's way to becoming a leader in the category, breaking every business goal set for it. DiGiorno's is the most successful new product launch in the frozen pizza segment and one of the best in Kraft Food's history.
Client: Kraft Pizza Company
Agency: FCB Chicago
Clean Shower Introductory Campaign
Establish new brand awareness and generate trial. Build credibility that this new product "really works". During introductory period per market, meet a concrete sales target of at least one-half of a case per store per week, the sufficent sales level needed to satisfy grocers' requirements for staying on the shelves. Change consumer behaviour patterns by getting them to use an everyday shower "rinsing" agent instead of a weekly shower cleaner.
Brand: Clean Shower
Client: Automation, Inc.
Agency: East Pointe Advertising, Inc.