The client desired a campaign to remind consumers that On-Cor is the ideal meal choice when life gets chaotic. The tag line, “do your best, forget the rest,” takes a lighthearted approach in giving our audience permission to forego perfection in favor of ease.
Because On-Cor's jingle is one of its most salient brand assets, we decided to leverage the audio branding as a way to tell the do your best, forget the rest narrative in our commercials. Each spot features a character(s) who narrates their challenges to the jingle's melody, ultimately paving the way for On-Cor to rescue the day.
We also developed two radio spots for this campaign, each maintaining consistency in messaging with their TV counterparts and allowing On-Cor to shine as a meal solution in an unpredictable world.
This campaign resulted in a 20% increase in sales during the final quarter of 2020.
The client wanted a radio campaign that spoke to scrappy moms—busy women who needed to get a meal on the table but still had to accommodate the needs of her busy family.
The resulting radio commercials use a "soundscape" to recreate the scrappy mom's hectic household; sounds of pets, instruments, children, and phone calls crowd her space right before On-Cor cuts the tension and saves the day with an easy dinner.
Fun fact: the line "don't paint the cat!" is an actual quote from my mother, who suffered more than her fair share of trauma from my devilish brother. (I mean, when he was a toddler. This wasn't last week... though if it were, that would have made a more interesting story... But I digress.)
P&G + Gourmet Garage
P&G had an opportunity to sell in displays at Gourmet Garage, a small upscale grocery retailer in Manhattan.
Our target would be high-earning young urbanites on the go, so our communication would need to align with their active lifestyles.
The concept, Get it and Get on With Life speaks to the fast-paced lifestyle of our target while invoking a whimsical tone to addressing the often mundane (but necessary) task of purchasing household essentials.
Paired with a sophisticated and clean (yet fun) type treatment, the whimsical tone is manifested throughout the store's touch points, while category copy (laundry, baby, beauty) maintains the sense of movement established in the concept's overarching idea.
Lumify Sizzle Video
Since releasing Lumify, Bausch & Lomb had been working tirelessly to get the product on shelves at beauty retailers.
In efforts to tell the Lumify story, B&L requested a sizzle video to help support their sales process and show beauty retailers that the eye drop was a proven seller that would increase basket size across the beauty category.
Our sizzle video chronicles the Lumify success story while reinforcing the potential value of the product to beauty retailers.
And I have to say, if I didn't get it for free, I'd probably buy some myself.
Orchard Valley Harvest Memorability Campaign
Our client knew they had a problem with their name. It's true... Orchard Valley Harvest is more forgettable than vanilla. And they had the studies to prove it (OVH, not vanilla.)
So they asked us to help them create a digital video campaign that would help consumers remember who they were. The obstacle? They wanted to reuse assets from a previous campaign. We were also limited on time—the videos had to be 15 seconds. So it was our job to create a short narrative that would still align with exiting footage.
I once learned that repetition in threes is the key to recollection (remember that amazingannoying Head-On commercial?), so I thought to myself, "Charlotte? We (I) have to try this tactic out."
The resulting creative does exactly that. At once cheeky and earnest, the video address the memorability problem while simultaneously presenting the solution: repetition, repetition, repetition.
Nutraceuticals Brand Guides
With a portfolio of dozens of health and wellness brands and hundreds of products, Nutraceuticals wanted to streamline messaging for a handful of its key brands. We curated identity guides for over 8 brands total, delineating target audience, brand differentiators, tone, palette, fonts, and photography. Each brand required nuanced positioning that took careful consideration of product benefits and consumer values. The creative below features identity guides forLife-Flo, Aubrey, Solaray, and Sunny Green.
Life-Flo: As a holistic self-care brand for middle-aged women, Life-Flo tells a narrative about confident women thriving in their best life. Photography is bright and authentic, and "flowy" watercolors are used as a both a reference to the brand name and an indication of graceful beauty.
Aubrey: A pioneer in the natural beauty industry, Aubrey boasts a product line free of synthetic ingredients. The key to the brand's identity guide would be a spirited tone, bold photography, and a sense of individualism that the brand so clearly champions.
Sunny Green: Aimed at health-conscious millennials, Sunny Green's brand of superfoods would invoke a sense of exploration, adventure, and possibility. Photography would be nature-heavy and feature product usage in food and beverages, ultimately telling a story of earth-derived wellness.
Solaray: One of Nutraceutical's largest brands, Solaray presented a unique challenge in articulating a visual approach that reflected the brand's narrative and broad product line. The resulting creative reflects a color-driven aesthetic that illustrates how Solaray's products can be integrated in all facets of life.
Always EPP Display
The client requested a refresh of existing creative for an Always End Period Poverty in-store display. After reviewing the assets, however, the team decided to create an alternate version that better communicated the significance and meaning of the End Period Poverty initiative.
In addition to encouraging shoppers to help resolve period poverty, our updated creative defines Always' EPP program using stories from girls to illustrate the real-world consequences of period poverty.
The resulting creative incentivizes purchase by raising the stakes of EPP and providing shoppers the opportunity to help resolve problem.
P&G: Downy Defy
If there's one thing that's true about millennials, it's that we don't buy fabric softener. That, and the whole avocado toast thing.
So P&G thought, let's create a fabric softener for millennials. It's no avocado toast, but maybe they'll bite.
For this ask, P&G wanted to sell in Downy Defy incremental displays in HEB. It was a tricky ask. The target consumer, millennial (Texan) woman, were lower earners who didn't have an elaborate laundry regimen. They did, however, have a strong identification with their own personal style, which proved to be an in-road for our creative inspiration.
The creative would need to have many components. Educational, for one. Our target was likely unfamiliar with the product, and needed to be informed about its usage and benefits. It also needed to speak to a Texan culture that values independence and resilience. These, combined with our target's sense of style, would all be important facets of our communication.
Our resulting creative is a beautiful, balanced coalition of the strategy. The communication employs an emotional and functional approach: our target would certainly identify with the image of a confident, stylish women, while copy explains the product benefit.
Plus, it rhymes.