New Product or Service
Any communications effort used to introduce a new product or service that is not a line extension.
Dante's Inferno: Highway To Hell
Dante's Inferno was a new Electronic Arts video game in which players battled their way through the nine circles of Hell (Limbo, Lust, Gluttony, Greed, Anger, Heresy, Violence, Fraud and Treachery). To generate excitement and awareness for the game, we created a campaign that brought the Hell of Dante's Hell to life during the nine months leading up to launch. Every month we delivered a unique execution corresponding to one of the sins and designed to engage our audience via provocation, allowing us to deliver compelling information about Dante's.
Brand: Dante's Inferno
Client: Electronic Arts, Inc.
Agency: Wieden + Kennedy
From Private Buzz...To Cultural Conversation
From Private Buzz to Cultural Conversation Schick was launching the world's first all-in-one razor and bikini trimmer and we needed to figure out how to talk about this delicate subject. We discovered that women speak in code when it comes to 'down there;' using metaphors that span irreverent to tongue-in-cheek to downright funny. Utilizing this 'ladiescaping language' we launched an integrated campaign that gave women license to talk, blog and literally sing the praises of the Schick Quattro for Women TrimStyle.
Brand: Schick Quattro for Women
Client: Schick Wilkinson Sword
Truvia Natural Sweetener Launch
Truvia(tm) Natural Sweetener was launched in the US market in the 4th quarter 2008 as the very first natural sweetener alternative. The brand introduced an entirely new segment of the sweetener category to an already skeptical user base. Truvia (tm) brand focused on a key point of differentiation - honest sweetness. Something that no other brand could own. The brand has surpassed all goals and expectations achieving 5% market share and over 30% brand awareness within the first 6 months of its launch.
Brand: Truvia Natural Sweetener
Agency: Ogilvy & Mather