Let’s be honest. America’s obesity rates aren’t getting any lower. If there’s one thing America is obsessed with, it’s free stuff. Walk with Walgreens launched April 6, 2011 on National Start Walking Day in Times Square; a complete multichannel consumer platform to get America on the move again.
The early adopters of the program who signed up via text, online and in-store received a walking kit; complete with a pedometer, walking journal, carry bag and more. The goal was simple: Make every step rewarding.
I can walk from my house to the train really, really well.
A fully-integrated grassroots digital/retail campaign with ShareThis functionality, allowing consumers to share and submit grilled pizza recipes. Digital content also included a Twitter promotion, Google SEM, a YouTube educational video and Zazzle store integration where you could design your own apron. The CTR on Google was an astounding 8% after the first month.
V05 went through a rebranding phase; attempting to add more energy and youth into a dated hair product line. The concept “Feel Something Different” was developed for an underground campaign featuring various wild postings and graffiti art.
With Coca-Cola being the official sponsor of the World Cup, Burger King was looking to infiltrate the Cup with various guerilla tactics for major fan groups. Stadium apparel for the fan fanatic—from wearable flags and crowns to thundersticks to cup toppers—was created for over 10 World Cup participants.
Shopper Marketing Magazine contacted our communications department to inform us that Kim Feil, CMO of Walgreens, was to be inducted into the 2011 Shopper Marketing Hall of Fame. This was a pretty high honor, and also our chance to have a little fun with a congratulatory ad that represented her and the agency well.
The concept took the inherently pharmaceutical side of Walgreens and showed readers the potential side effects of her leadership at Walgreens and their successful marketing efforts.
Copy: SIDE EFFECTS INCLUDE: enlarged thinking, accelerated leadership, keen vision, heightened sense of partnership, increased sensitivity to shopper insights, acute sku rationalization, elevated basket rings, swelling of the bottom line, sudden loss of boredom in meetings and contagious laughter. KEEP OUT OF REACH OF COMPETITION.
Awards: 2011 Super Reggie, 3 Gold Reggies, 3 Silver Effies
In 2009 Walgreens controlled more than 70% of the market during the Flu season and sold more than 5 million flu shots — 4 million more than projected. For 2010, they were tasked with selling 3 times that: 16 million flu shots.
Arc created “Arm Yourself For The Ones You Love,” and turned an uncomfortable situation (getting a shot) into an act (protecting your loved ones from getting the flu).
New for 2010 was an internal employee campaign, a fun viral video showing how to arm yourself, payee and payor marketing collateral for Universal Health Services and a Facebook campaign to help spread the shot and not the flu.
There are so many choices when it comes to retail, and for Back-To- School, Walgreens wanted to capitalize on the “democratization” megatrend, but knew they couldn’t compete in price wars with Walmart and Target.
If we could get shoppers to purchase just one additional item, we could increase sales by 15% over last year. We partnered with the National Association of School Nurses as a PR overlay to encourage parents and students to not only study well, but stay well. Walgreens donated more than $100,000 to the NASN in 2010.
Gatorade has consistently played a huge role in high school sports and the athlete’s key influencer — their coach. Out of support for high school athletics came the Gatorade High School Athlete Award Program, one of the most prestigious programs in the country.
A sell-in program kit was created, including direct mail and educational materials for coaches, players and parents. For this particular year, kit sales saw a 21% lift, which more than doubled expected results.
I ran into a guy at a bar in Dallas once, who was a trainer for the University of Missouri. We proceeded to have a two-hour conversation over proper hydration. Funny what you take with you outside the office.
Dallas’ 1310 The Ticket’s show “The Orphanage” has successfully sponsored local music acts to raise money for the Gladney Center for Adoption for the past 5 years. One of my old coworkers was copywriter by day, radio broadcaster by night, and was nice enough to think of me for the job.
The poster made me want to start my own indie band.
This was one of the first projects of my professional career for the Philip Morris brand. They didn’t really have a consistent look for their sales force to sell in materials to various retailers. The simplicity of this design sparked a new campaign for all promotional items thereafter.
GATORADE / DUANE READE | IT’S ON THE COURSE. IS IT IN YOU?
Gatorade’s main goal was to gain distribution in over 200 Duane Reade stores along the New York City Marathon race route, specifically Gatorade Endurance Formula — the number one training drink for runners.
Through Gatorade’s partnership with New York Road Runners, we created a Duane Reade-specific in-store education and merchandising program. Due to overwhelming consumer demand, Gatorade gained nearly 100% full distribution of Endurance Formula in all New York area Duane Reade stores.
ESPN quickly recognized a growing trend at headquarters — more face time with Blackberry than their own cube-mates. A fun and playful handbook was developed to educate and remind them of a healthy work/life balance.
The stained coffee ring on my sketch pad looked so interesting that I threw it away. But sometimes, accidents make for the best creative.