Dr Pepper

Situation Dr Pepper has a strong, loyal following in the American geographic. Here in Canada, the brand is not top of mind due to lower variety and availabilty. Goal Remind Canadians of Dr Pepper as the unique tasting soft drink that stands as a breed of its own. Single Minded Thought For those as bold as the Pepper.

Team Experience

A hysterical process with copywriter Lindsay Eady, Art Director Ben Moyle, and dual-acting Copywriter and Art Director Athina Afton. Extra props to Lindsay Eady for being the original crazy Dr Pepper lover, and perfectly personifying the quirks that come behind a Dr Pepper drinker. Originally a non-Dr Pepper drinker, I could not stop thinking of the soda after my first taste.

Objective
Use Dr Pepper lovers to remind Canadians about the unique tasting drink that stands as a breed of its own. Advertising Objective- Use current brand loyalists to increase loyalty base to broader demographic. Position original brand of Dr Pepper as a separate class in the carbonated soft drink category. Business ObjectiveIncrease sales and market share of the original Dr Pepper in the Canadian geographic.

Target

Unleashed Young Explorers- Single M/W, Bulls-eye 18 (17-20), mixed ethnicity Canadians, HHI $12,000- $70,000, first year college students living on campus or working full-time service sector jobs in suburban areas. They are socially accepted cool people that are not shy to explore to and love their energy pumping. This is an early part in their lives where their making own choices without parental restrictions. Their newly found freedom at this age, whether it be through living away from home or making more money, has them eating, sleeping, and spending as they please. They jump on opportunities that allow them to be different, and keep a no regrets attitude on their experiences. They are trying to define themselves amongst a million of others, and are doing so with the products, people, and situations they associate with. They have their favourites, but their preferences are not set in stone. Missing out on something good peeves them more than anything, as they feel like their actually starting to LIVE their lives for the first time. They eat out daily and drink one to two soft drinks a day. Dr Pepper has slipped off the radar, as they werent allowed to drink soft drinks at home. They have no idea how unique Dr Pepper really is.

Insight

Brand loyalists are not done being entertained by the mystery twenty three flavours of Dr Pepper. The highly caffeinated drink is one of those enigmatic consumable products that is either loved or hated by any given person, with no middle ground. It takes a certain kind of individual (assertive, ruggedly bold with authentic character) to drink Dr Pepper, and brand lovers see it as a separate category than other soft drinks. When available, its the default option.

Single Minded Thought

For those as bold as the Pepper.

Current Dr Pepper Drinkers

Passionate Pepper Lovers M/F 22-25, HHI $20,000- $70,000, third year college students or working blue collar jobs in urban areas. These Dr Pepper lovers are leaders. They are understated, confident, and classically trendy. Passionate Pepper Lovers are a step ahead of Excited Explorers- theyre socially outward but enjoy the establishment of their private lives, and are past the try everything once logic. Their preferences are developed, and they are a little more mature yet cooler than the average young adult. The last thing they want is something that hinders their complexity. Passionate Pepper Lovers are not overly obnoxious in their putting opinions in other peoples faces but have unspoken fixations, and are Dr Pepper freaks in disguise. They have one to two soft drinks every couple of days. They love the unique kick of Dr Pepper- delicious sweetness, high caffeine, and rich flavour. Too poor for a real meal? No worries, Passionate Pepper Lovers would say. Add a Dr Pepper to even a box of KD and you have a meal of the Gods. It is not unheard of that some Passionate Pepper Lovers have a case of Dr Pepper under their bed. They take care of their appearance and go to the gym occasionally, but are not health nuts and indulge in moderation. They thrive on pushing the limit in the little things here and there, like jokes to make people feel a little uncomfortable for the sake of a friendly laugh. They watch Indie movies over Blockbuster hits yet still enjoy SNL. Females love funky shoes and art but drink beer, and use slang like done-sies in the classiest way. Passionate Pepper Lovers never do anything for the sake of saying they did, but for their own personal gratification.

PRINT

Secret Ingredient Release

Featured on The Onion

PRINT

Ron Weasley

Fake Mustache

Art Director- Benjamin Moyle, Athina Afton Copywriter- Lindsay Eady, Athina Afton

OOH

Bus Shelter Ground

Placement

Bus Shelter Ceiling

OOH

Subway Insert

Placement YouTube

SOCIAL

Twitter

Situation Target is finally coming to Canada. Despite the brands popularity amongst a niche demographic of border-crossing shoppers, many Canadians have yet to live the Target experience and are sceptical of how positive the American retailer coming to Canada will be. Goal Make a strong first impression of the American brand and ease it into the Canadian geographic based on the quality products and lifestyle associations it brings. Target currently stands strong with 10% of Canadians crossing the border to shop at Target stores, and promises to bring all its American products to the Canadian store shelves. Single Minded Thought Welcome to the new era in Canadian shopping.

Target

Team Experience This was an interesting challenge for the group where no one but I had been to the actual retailer. I was excited for the strategy and got involved in the concept development with the creatives who took much interest as well. A hysterical process, and excellent character development by Kay Benedek. Hats off to Josh Bezemer for Art Direction and constructive insight as usual.

Strategy

Introduction of the American brand within Canadian geographic scope. First impression gives potential for high market share to be gained. Brand currently stands strong with 10% of Canadians crossing border to shop at Target stores.

Objective

Use fanatics to establish Target within Canadians as a heightened experience of an ordinary situation. Advertising Objective- Create awareness of new retailer within urban and suburban areas. Establish positive brand image of American retailer within Canadians by making positive strong first impression. Business Objective- Gain headstrong position within Canadian retailor category. Measure success through gained market share and sales. Expand geographic scope.

Target

Buy Me a New Home Couples- 25-44, mixed ethnicities, university level education, HHI $58,000-$160,000. They are employed in professional or other managerial positions in a dense urban setting outside of the main downtown concourse. They are in the doing stuff phase in life, attending social gatherings and owning nice things, especially now that they make more than minimum wage and have freedom to choose how they spend. They are still financially conscious so far on household spending. They are seeking a new home in an area where real estate would be a good investment, and have a well-cushioned savings-fund for their first down payment. They wont likely buy a Lazyboy, but a chair possibly from IKEA, in hopes their new first-self bought pet wont destroy it. They are excited to experience this chapter in their lives where they can match each of their first purchases. The New Couple is slightly fearful of embarrassing themselves, as they have no idea what theyre doing in terms of designing their non-collegesque home, but cannot wait to host their first dinner party with friends. They are new Target consumers that are mostly familiar with the bulls-eye brand but dont understand what the hoopla is about. These couples need to be shown Target is for those who take pride in maximizing and enjoying the simple delights of everyday middle-class life.

Insight

Target promises to bring to Canada all of brands and products consumers would find on its American store shelves, and to match Wal-Mart price-to-price. The target takes pride in maximizing the simple delights of middle-class living.

Single Minded Thought

Welcome to the new era in Canadian shopping.

Big Idea- Meet the Jennings

The ultimate Tarzhay family are your new neighbours.

The Jennings are your typical Can-merican Family. Richard Jennings works full time while wife Donna is heart of this family, enjoying the stay-at-home lifestyle and tending to the kids. Shes the heart of this family, evident in her motherly-ness and insanity. She doesnt mind waking up at 5 a.m.to wait in line on Boxing Day for a sale, finishing Christmas shopping way before Christmas Eve. Donna opts for quality over price but still looks for a good bargain, and when she strikes a good deal, the whole family hear her brag about it. Target is definitely an hour-long stop in her monthly cross-border shopping trips. She made sure the household is branded with products you would find at your typical Target store- Kitchen Aid, Dyson, and Targets very own Archer Farms. Donna fears being judged by other families for having imperfect lives, but maybe their neighbours are the ones that should worry about the madness that comes with this family.

PRINT- 2 PAGE SPREAD

Subtlety

PRINT- 2 PAGE SPREAD

Overboard

OOH

Art Director- Josh Bezemer Copywriter- Kay Benedek

SAMPLE SCRIPT

Kid in a Van
Donna and Richard Jennings sit on the couch in their usual position. Donna: Quality family time is very important to us, isnt it hun? Richard: Very important. Donna: Very. Thats why our Jennings family trips to Target are so special. You know, shopping is a great bonding opportunity for us all. The boys go with Rich and Ashley comes with for a little girl talk. (She sounds very girly) The kids just love it, dont they Rich? Richard: (Mildly enthused) They sure do. Cuts to a kid pressed up against the glass of the window as objects threaten to overtake her. Daughter: (strained) Mommm. Are we almostthere? Donna: Are you bored hun? Here why dont I put in a movie for you? Donna presses a button and a screen attempts to lower from the roof but it gets jammed on stuff and just sticks. Kid groans one final time. Cuts back to the couple on the couch. Richard: (without enthusiasm, but a forced smile): They sure do.

Additional Scripts in Series- Anniversary, Fallout Shelter, How She Found Out,

EXPERIENTIAL

Target Family Experience

Training for the Contest

Spot It Car A branded Target car will be driving within the downtown GTA area, overflowing with Target products to replicate the results of the Jennings Target shopping experience. Hints of where the Spot It Car is located will be tweeted hourly of the Twitter webpage. Participants are encouraged to take pictures of the car as they spot it and upload their captures to the Spot It Car contest page to be entered for a chance to win various prizes. Top prizes include the car with contents in it, a $10, 000 Target gift certificate, and entry in the draw for the Target Supermarket Sweep Contest. 3 names are drawn from the Spot It Car Entries to participate in Target Supermarket Sweep Contest Target Supermarket Sweep Contest In a timed race, the three family teams of five are given the chance to run throughout the aisles and fill up their carts with as many products possible off the shelves in a vacated Target store. Contest Details: Group members must stay together, no free running. Each group must pass the finish line together to avoid disqualification. The first cart to pass the line, with all members of the family, within the twenty minutes allotted wins all the items in the cart. Families only of equal number are allowed to rival one another. *Of course no one goes home empty handed. We want all Target interactions to be positive experiences.

Hubba Bubba Bubble Tape

Situation Hubba Bubbas Bubble Tape is renown for its roll of non-sticky pink gum in its tape-like packaging, with Awesome Original being the loyals favourite. The brand has fallen off the radar with more favour towards mystery flavours and sugar free gums on the market. Goal Enrich the chewing experience for a young demographic by showing Hubba Bubbas Bubble Tape is the bubble gum you chew to play with. Single Minded Thought Theres a lot you can do with six feet of chew.

Team Experience

A digital team project. I have never worked in a group where I did not meet the Art Director until presentation day. For the duration of this project I was residing in Dallas, Texas, while Art Director Kerry Champken and Copywriter Jordan Brick developed an intensive campaign in Toronto. Skype, email, and many IMs enabled us to develop everything, allowing for a piece of mind when I finally returned to Toronto for presentation day. A new type of challenge, nonetheless a good experience.

Objective

Gain position as leading cutting edge of chewing gum by speaking to trendsetting tweens of the limitless capabilities of Hubba Bubbas Bubble Tape. Business ObjectiveReinforce brand, increase sales to gain leading position in market category using Hubba Bubbas Bubble Tape. Increase audience in Canadian geographic. Communication Objective- Communicate the extravagant capabilities that come with using the product. Increase and enrich the life span target has with their gum.

Target

Experimental Tween Chewers- M/W, Gen Z, ages 8-14, in grades 3-9, mixed ethnicity living in Canadian suburban areas within households making $30,000-$120,000, with one to two siblings. A stop for candy after school is normal for these tweens who love new trends and styles. They expect to have input and creativity in new products and love discovering new ways to use products they are already familiar with. Experimental Chewers multitask, taking an hour or two after school playing online games, watching YTV and streaming YouTube simultaneously, with backpacks still on before they get to homework. They are great visual learners. Born in the technology era, their lives are engulfed in IM, the Internet, cell phones, and YouTube. Experimental Chewers share everything digitally with friends, but not their candy (unless its a little with their best friend, crush, or sibling who promises to not be mean to them for a month). They are not brand loyal, and judge products on merit. These chewers are getting bored with the same old candy changing colours and their mouths hurting, especially with a tacky piece of regular gum. Chewers usually chew gum the sweetness is gone or their mouths are too sore, and then throw it away. Experimental Chewers need to be inspired to see how they can maximize their chewing experience in the time they spend with Bubble Tape.

Insight

Hubba Bubbas Bubble tape has six feet of gum. Blowing bubbles is not the only reason why chewers chew bubble gum.

Single Minded Thought

Theres a lot you can do with six feet of chew.

PRINT

Blow Responsibly

OOH

Bus Shelter

Bus King

YouTube

Hubba Bubba Party Rock

Art Director- Kerry Champken Copywriter- Jordan Brick

MICROSITE PAGE TAKEOVER

Spacebar Bubbler

Bubble of the Week

Hewitts Ice Cream

Situation People are unaware of the Hewitts brand and the authentic ingredients that goes into their ice cream. Goal Rebrand and support Hewitts business expansion by getting people in the city to become familiar with Hewitts ice cream brand as Ontarios authentic sought after treat. Single Minded Thought Hewitts, some things shouldnt change.

Team Experience

This was the first campaign where I was one of two Account Coordinators on the project. Working with Account Coordinator Milly Benko allowed the both of us to gain perspective of our talents, as well as polish and fill up each others gaps. A great experience and different challange to present something so simple that was so complex, and a good opportunity to think ahead of appropriate business propositions for the client aside from just advertising. Beautiful creative by Art Director Dimana Kolarova and Copywriter Kay Benedek.

Objective

Rebrand Hewitts as Ontarios authentic ice cream brand to increase awareness and familiarity in urban areas to broaden demographic and expand geographic scope. Advertising Objective: Business Objective: Create awareness of Hewitts brand and products within urban areas to a niche demographic in new geographic scope. Position as Ontarios authentic ice cream, a sought after treat. Rebrand Hewitts Ice Cream, redesign packaging. Increase in-store sales of packaged ice cream, increase market share in the ice cream category. Maximize revenue to support Hewitts brand expansion to new geographic outside golden horseshoe region of Ontario.

Target

Traditional Ice Cream Lovers- M/W, 35-50, living in urban communities. Manufactured and big name brands are trump by novelty for this target. They are frequent purchasers of health foods and organics, from retailers such as Whole Foods, Loblaws, Fortinos, and Pusateris. They appreciate quality in their foods, care about product content, and value the family owned and operated aspect of products. Home grown matters in their food decisions. Ice cream is not an everyday indulgence for this target but when they do treat themselves they opt for the best. These individuals enjoy spending time with their families or loved ones engaging in outdoor activities such as tennis, rollerblading, running and family oriented activities.

Insight

If the label reads Frozen Dessert it is not real ice cream. Hewitts ice cream contains 14% milk fat, opposed to the standard milk fat requirement of 10-12%, and is made with 80% overrun, giving it its quality taste and texture.

Single Minded Thought

Hewitts, some things should not change.

PRINT

PACKAGE REDESIGN

Art Director- Dimana Kolarova Copywriter- Kay Benedek

PLACEMENT

IN-STORE POSTERS

DIRECT MAIL

Nixon Watches

Situation The digital era has consumers purchasing wristwatches no longer as a means for telling time but as an accessory, with most people relying on cell phones and electronic devices to keep them informed of the time. The industry has seen a major decrease in sales as it is no longer a necessity to wear a watch. Goal Use Nixons broad appeal through price and style to increase sales to a vast range of current and potential consumers. Devise a dual campaign speaking to two targets with different demographics that share the same psychographics. Single Minded Thought Its your time.

Creative in Process!
...but there is still a brief.

Team

This brief was a group effort between Account Coordinator Milly Benko and I. The creative team for this project is to be determined.

Objective

Speak to Nixons cult following to inform a broader audience that Nixon watches are a way to make time your own again. Advertising Objective- Convey Nixon watches have the ability to reflect wearers identity. Use the brand to show an aging demographic that Nixon watches are the secret to rediscovering their vitality. Position as an elite everyday watch. Business ObjectiveLeverage sales. Increase market share and outreach of Nixon watches. Broaden demographic scope of brand loyalists within urban areas. Gain top position within trendy wristwatch category, expand into elite everyday watch category.

Target

Seasoning Analog Sensibles- M/W, 26-45, living and working in urban/suburban areas, in upper managerial and professional fields with college/university level education. The Analog Elite like to engross in activities that let them act, look, and feel younger than they are. They are part of the demographic between the digital and traditional cohorts, who grew up where watch bearing was the norm; they have turned to the digital age where cell phones have lightened their wrists. This target purchases watches based on a design that happens to tell the time. Analogs prefer a simpler more refined face upon their timepieces, and are looking for a design piece that speaks for them. They are unaware of the style and utility that Nixon offers. This group of individuals respect brands that encapsulate youth, quality and style, and those with established loyalty and prestige. They need to be show that Nixon can take them to a time when time was not so serious. Fearless Digital Extremists- M/W, 18-30, Canadians with high school-university level education. These Extremists are highly athletic and part of the extreme sport community, living each day in the moment. They like expensive things and live with a high disposable income lifestyle, which rooted from their mid-upper class upbringing. These Extremists are sociable, and are homebodies to their home base clique of friends, addressing each other by nickname and are full of inside jokes. Their lives are colourful, rich in diversity and they love finding new products that connect to their developing self-image. They rely on their brands to heighten and justify their extreme status in life. They play with fashion within their niche, and are passionate about the brands they bear, Nixon being one of them. These Nixon loyalists expect brands to speak of their habits, mood, and reflect their vitality.

Insight

Time is different and means different based on where one is in their life. Watches are worn as a badge to display the brand the wearer identifies themselves with.

Single Minded Thought

Its your time.