Chief Marketer Staff

• 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%

• 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.

• 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

• 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

• Holiday House of Walker

  During the holiday season, Diageo wanted consumers to think of Johnnie Walker when it came time to give that perfect gift and asked for a brand destination that would showcase the Johnnie Walker lifestyle during the holiday season

• Doritos Unlock Xbox 2

  Doritos was looking for a way to reach a large number of gamers (ages 16 to 24) and excite them in a compelling way. A tie-in with Xbox Live seemed a good fit. According to Microsoft, Xbox 360 players spend 1 billion hours each month using Xbox Live

• 7-Eleven Slurpee Unity Tour

  During the contentious mid-term political campaign season, President Obama derided Republicans as “standing, watching us, sippin’ on a Slurpee” while Democrats pulled the car out of the ditch. The day after the elections, the President offered an olive branch to Congress, joking with reporters about hosting a Slurpee Summit at the White House with incoming Republican leader John Boehner

• Corona Get Real – 1,000,000 Lime Giveaway

  Corona, a leading import in Canada, wanted to kept the brand top of mind prior to the spring and summer months amid the introduction of new competitors

• PepsiCo Kroger Breast Cancer Awareness

  More than 180,000 women in the U.S. are diagnosed with breast cancer each year and national grocery chain Kroger, which has 2,461 stores, raises millions of dollars annually for the cause