Chief Marketer Staff

• Birkenstock Renaissance

  Birkenstock USA is popular among an older generation of loyalists, who like the brand’s craftsmanship, comfort, eco-friendly materials and commitment to healthy feet. The concern among the company, however, was that the brand hadn’t evolved in decades

• You’ve Got a Friend in Mom: Pull-ups/Toy Story 3

  Kimberly-Clark wanted to promote Pull-ups in a category that was shrinking and heavily focused on price

• Bare Escentuals Tour of America

  Cosmetics retailer Bare Escentuals uses all-natural mineral-based ingredients in its make-up. Its bareMinerals product line creates a glowing less-is-more look that matches a full spectrum of skin tones.

• Top Gear Taxis

  The History Channel introduced Top Gear Taxis, a custom-branded fleet of luxury vehicles, including Lamborghinis, Ferraris and Mercedes, wrapped in yellow to look like New York City taxicabs

• Support Your Marathoner

  Running shoe maker ASICS is a long-time sponsor of the New York City Marathon. As a critical part of the company’s yearly marketing plan, they wanted to make the most of it. In 2010, ASICS’ goal was to move past awareness tactics and demonstrate that it understands and motivates runners

• Breakthrough with Bravo Upfront Campaign

  Bravo wanted to position itself as a solution to industry challenges in the 2011/12 Upfront campaign. Overall objectives were to drive brand awareness, sales and market share and communicate the network’s year-over-year growth and unique value propositions to key decision-makers

• Text Ed with Jane Lynch

  Mobile phone manufacturer LG wanted to do something about all the misuse of cell phones today, including sexting, mobile bullying, driving while texting and more. The company’s focus groups and surveys uncovered that, to create a conversation between teens and parents, they needed to not come across as preachy.

• Tostitos Connect to Home Bowl

  Tostitos had a unique opportunity to leverage two upcoming college football title sponsorships – the Tostitos Fiesta Bowl and the Tostitos BCS National Championship. As two national games, the brand wanted to make the biggest impact possible and generate high national and regional visibility around both the Tostitos brand and the USO organization

• New Zealand Book Month

  Year after year, literacy levels in New Zealand continue to fall and the number of books sold decreases. A bestselling book in New Zealand sells just 5,000 copies in a country of 4.1 million

• Social

  7-Eleven Zynga Promotion

  In 2010, 7-Eleven needed to drive trial for 27 languishing private label products from fresh fruit to hot foods. Convenience stores were known for quick-sell items. Just 8% of consumers thought of c-stores for meals. In addition, the recession had pushed convenience store sales down 20%