GOOD THINS LAUNCH
Nabisco/Mondelez had a new healthy snack cracker to launch, but needed a position that would stand out in a crowded category. The simple truth? Everyone has their “go-tos” in life — whether that be a joke or a karaoke song. Good Thins was positioned as “your Go-to Good” and went on to become the top new snack launched that year.
Role: AD/CD
LG MOBILE G2 LAUNCH
In the world of smartphones, LG was a distant third to Apple and Samsung. They needed to let consumers know that the LG phone was a serious tool to go forth and conquer their daily lives. Enter Rick: the LG G2 know-it-all who mysteriously shows up to lend a helping hand.
Role: AD/ACD
HANES FRESH-IQ LAUNCH
A Hanes t-shirt is a Hanes t-shirt, right? Well, not when there’s a revolutionary new odor protection technology added into the shirt. But what will make guys care? Call out a simple human truth about the one thing we all do that we never want to admit we do.
Role: CD
