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.
Agency: TBWA\Chiat\Day


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.

Brand: DiGiorno
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.

2019_us_2019_e-3707-257_hero_1 High & Mighty High & Mighty Launch
2019_us_2019_e-3526-290_hero_1 Heinz Launch Heinz Mayonnaise By Igniting Mayochup Mayhem
2018_au_2018_48_hero_1 Google Home Google Home: A little help at home goes a long way

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