Do you have a brand or new initiative that needs new direction and energy? A marketing or advertising operation in need of new leadership? We have consistently developed strategies, ideas and programs that grow business. Whether you need a complete marketing, branding and advertising solution, consultation as you develop a brand positioning, or focus on any aspect or project · we can quickly study the situation, hit the ground running, and find ways to help you grow your business.

Case History: JUDITH LEIBER

Finding a New Customer
PROBLEM: We needed to find a new audience. Partly a victim of success - the popularity of Judith Leiber handbags among an aging group of customers led to their being identified as a symbol of growing old.
SOLUTION: Everyone wants to look and feel young --- we felt we could safely target younger consumers with a fun and irreverent attitude, replace still life advertising with young models.
RESULTS: Sold out the first season’s entire production Leiber handbags.

Case History PURINA TENDER VITTLES LITE

Protection from Fat Cats
PROBLEM: Tender Vittles had 40%+ segment share and dominant retail position, but was faced with a competitive launch by 9-lives.
SOLUTION: Block the competitive launch by introducing a flanker brand. Initiated, created and launched Tender Vittle Lite with less fat and more fiber - capitalized on timeliness of an emerging consumer trend
RESULTS: Took additional shelf space that prevented 9-Lives from launching, and generated $20MM+ volume (and additional new product assignments for the Agency).

Case History PROCTER & GAMBLE: OIL OF OLAY

Double the Business
PROBLEM: Client planned to double Olay volume but had a confusing and overlapping mix of competing products, targets and messages in development.
SOLUTION: Team developed strategic matrix. Each product was required to have a distinct target and benefit, and to feed back to the "mother brand."
RESULTS: Effectively launched line of six new Oil of Olay products, achieved record share of 32% (+3 points in one year). The strategic matrix was adapted as a worldwide strategic template, to guide product, R&D, and marketing decisions and make it possible to expand effectively.

Case History VERDURA

Relaunching a brand so upscale, it was almost a secret
PROBLEM: So upscale yet so obscure --- most Verdura owners inherited this distinctive fine jewelry and even they had no idea the company was still in business. Sold exclusively in a Fifth Avenue showroom.
SOLUTION: Create a buzz using the history of Verdura and some innovative media placement – including a teaser campaign that did not show product. Premium position in a 100% newspaper plan at the outset (NY Times, NY Post, NY Observer)
RESULTS: Created an enormous buzz and led to eventual opening of Verdura boutiques.

Case History LA PRAIRIE

Constant Growth for the World's Best Skincare
PROBLEM: Already known for the world’s best eye treatment, La Prairie wanted to use this launch to attract new users to the brand. This product was the first AHA eye treatment on the market, $85+ price, and had to be a big success to maintain credibility with its retailers.
SOLUTION: Engage consumers ready for their first step-up to serious skin care with the headline “the eyes are the first place to show your age.”
RESULTS: Highly successful global launch, as La Prairie continued to enjoy double digit growth.

Case History SUNKIST ORANGE SODA

Rescuing a Brand by Returning to its Roots
PROBLEM: Former market leader marginalized by competitive launches - Pepsi’s Slice, Coke’s Minute Maid – Sunkist volume was down over 50% and a scared client had walked away from the historic brand positioning.
SOLUTION: Spent a year lobbying for a return to an updated version of the brand’s essence: young people on the beach; took the initiative to recommend this new campaign and strategy at a meeting with the bottler executive committee.
RESULTS: Renewed bottler support, doubled Sunkist business and possibly saved the brand from extinction.

Case History GRACIOUS HOME

Turning a Neighborhood Institution into a Destination
PROBLEM: A hardware store and neighborhood institution - never had an advertising campaign that built brand image before; needed to build awareness and support premium pricing behind its planned expansion.
SOLUTION: Positioned Gracious Home as the one and only place where busy Manhattanites could find everything; gave advertising the look of a design boutique instead of a hardware store. Led to campaign theme, “Look no Further.”
RESULTS: Sales have more than doubled as Gracious Home profitably opened a second store and looks for stores three and four.

Case History JUDITH LEIBER CASE HISTORY

FINDING A NEW CUSTOMER
PROBLEM: We needed to find a new audience. Partly a victim of success - the popularity of Judith Leiber handbags among an aging group of customers led to their being identified as a symbol of growing old.
SOLUTION: Everyone wants to look and feel young --- we felt we could safely target younger consumers with a fun and irreverent attitude, replace still life advertising with young models.
RESULTS: Sold out the first season’s entire production Leiber handbags; retained client.