New Product or Service

Any communications effort used to introduce a new product or service that is not a line extension.


PROGRAM launch campaign 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 was able to take the leadership position in the category and the #7 position in the online marketplace.

Client:, 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.

Brand: Febreze
Client: Procter & Gamble
Agency: Grey

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

2019_co_2019_e-420-558_hero_1 El lanzamiento que nunca fue El Lanzamiento Que Nunca Fue
2019_ru_2019_1653_hero_1 Savin House Savin House. The Continuation of the legend
2019_us_2019_e-3707-257_hero_1 High & Mighty High & Mighty Launch

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