New Product or Service
Any communications effort used to introduce a new product or service that is not a line extension.
drugstore.com launch campaign
Drugstore.com was positioned as the solution to the hassles found in traditional brick and mortar drugstores. Through advertising, we demonstrated the values of shopping online by addressing consumers privacy concerns and highlighting the wealth of information and guidance available. As a result of the campaign, sales increased significantly and drugstores.com was able to take the leadership position in the category and the #7 position in the online marketplace.
Client: drugstore.com, Inc.
Agency: McCann-Erickson Seattle
Sharing & Connecting
The advertising objective was to create a new category and establish a new behavior by 1) effectively educating consumers about the benefit of Febreze and 2) helping to drive trial and consumption of this new product by providing relevant situations for product use. In doing so, the advertising would also help overcome consumer skepticism about the product's claim to clean away odors on fabrics, and build brand equity as defense against anticipated competitive entries.
Client: Procter & Gamble
Lose The Spoon
In order to overtake Dannon and become the #1 brand in the Total Yogurt Category, Yoplait knew that the way to accomplish that goal would be through driving category growth with product innovation. Since the Kid Segment of the Yogurt Category is the only area that is consistently growing, the answer was to launch Go-Gurt - a revolutionary new yogurt that comes in a squeezable tube so it can be enjoyed anytime anyplace. A brand new product with all-new benefits - portability and no need for constant refrigeration - Go-Gurt's mission was to bring new users into the category in order to catapult Yoplait past Dannon. Yoplait could cot have planned it any better: Go-Gurt has become the fastest selling kid yogurt in the category and it's incremental sales gave catapulted Yoplait into the #1 brand in the Yogurt Category.
Brand: Yoplait GOGURT
Client: General Mill, Inc.
Agency: Saatchi & Saatchi