Retail

The Possibilities Are Beautiful

This is a story about leadership. Ulta Beauty was the retail authority for 30 years because of their functional promise, “All Things Beauty All In One Place.” But their leadership was in jeopardy as more competitors came to battle. To elevate their brand beyond the stuff they sold, they took their brand in a new direction with no product story at all. Instead, they focused on how beauty helps everyone realize their possibilities. “The Possibilities Are Beautiful” changed their business from the inside out and fortified their beauty throne.

Brand: Ulta Beauty
Client: Ulta Beauty
Agency: McCann New York

#HAULERS

Discount grocery is a commoditized battleground, and stores like No Frills carry an unfair perception. The challenge was how do you de-stigmatize shopping at No Frills to attract more value seekers? Instead of rebranding the store, we decided to rebranded the customers, and give them permission to celebrate their frugality. At other grocery stores shoppers shop. At No Frills, HAULERS HAUL. The integrated and untraditional HAULERS campaign struck a nerve, exceeding all KPIs including sales growth, at a time when the category was down.

Brand: No Frills - #HAULERS
Client: Loblaw Companies Ltd.
Agency: john st.

The Gift of Mom

Brand: Babyshop
Client: Babyshop
Agency: FP7 McCann Dubai