Equal Campaign for Flavor
Role: Pitch Creative Lead, Executive Creative Director
Agency Partners: Edelman
CHALLENGE: Revive a former category leader that was overshadowed by real sugar claims and big budgets of Splenda. Reverse market declines and threat of being delisted from Walmart. Contemporize an aging brand identity.
INSIGHT: Equal loyalists are extremely passionate about the brand. Shaking the iconic blue packet into their coffee and tea is integral to enjoying their drink experience. And research confirmed, the flavor of Equal in beverages was preferred over competitors.
IDEA: Stand up for your Equal Right to enjoy better tasting drinks
Causing a Stir
Bold beverage images and call-to-action slogans encouraged consumers to stay true to Blue
Put Equal top-of-mind at commute time
Transformed corporate site into interactive campaign HQ with daily drink recipes, monthly mixologist, sweepstakes, Zagat survey and viral e-cards
We would twitter now, but then supported tour with banner campaign
Double-decker campaign bus cafe toured targeted "points of sip" in 6 major markets. Campaign activists sampled Equal.
Consumers tasted new flavors and showed their colors
In key markets, showed consumers how to make tasty cocktails
Custom beverage guide giveaway at events and mini-book in-pack
Delivered brand message and coupon to support retailers
In-pack Request Cards
Let consumers speak up to get Equal at restaurants
Millions of mini billboards caused a stir in food service and beyond
Custom Walmart tour stops drove 20% same store sales lift during event and strengthened relationship at key retailer
renee mahoney cross-channel creative ideas