Zitners Fine Confections®
Logo (Before & After)
Challenge: How do you refresh the look of an almost 100 year old iconic brand (with a cult-like following) without losing any equity?
Solution: First, we preserved all of the equity of this brand, starting with the logo, while bringing it into the 21st Century and adding fun.
Packaging (Before & After)
We carefully preserved the equity of the major design elements, including color coding per variety. By using photography instead of a window, we highlighted the inside of the eggs and dramatically increased appetite appeal, all while decreasing production costs. The chocolate borders flowed from one package to another, creating a "billboard effect."
Our packaging and branding was the only thing that changed in the marketing mix. The result? Overall sales growth of 19% for the season! Regional expansion West and South with several major, national retailers. The client attributes this completely to the new packaging.
The original site looked high-end and gourmet, but could have been Russell Stover. Without changing the format (to minimize reprogramming costs) we refreshed the branding, adding “Easter, fun & delicious” visuals. New photography and copy added to the appeal.
Bumble Bee Foods®
Snow’s® clamming operation has been in existence since 1920. In 2005, it was acquired by Bumble Bee Foods®. In addition to clams, the Snow’s plant produces, bottles and markets clam juice. But there wasn’t enough demand for clam juice to keep the equipment running profitably. So the client decided to produce Bloody Mary Mix (including a sku with clam juice added) on their production line as well. In an upside-down marketing challenge, the goal became how to make these constraints relevant and resonate with consumers.
Instead of being apologetic about the strange and small containers, The New Idea Group recommended turning a potential lemon into lemonade. We designed ultra-premium, individual servings sold in 8 oz. glass bottles, and also recommended packing them in a gourmet 4-pack carrier for higher volume sales. The name “Perfect Mary®” speaks to the quality and readiness (without doctoring) of the beverage. Copy reads: You’re just a sip away from perfection! In fact, the only way to enhance our exquisitely crafted cocktail is to make Perfect Mary “naughty,” by adding a shot of your favorite premium vodka. The brand and design is clean and upscale, and a tip of the hat to all things romantic about cocktails. (We called this the “Mad Men” concept.)
Fresh Solutions Network®
We programmed the Microsite in Drupal, to allow a completely custom look, while affording the client the ease of a CMS to add recipes and other content.
Big sales for little potatoes.
Bagged fresh potatoes under 4 pounds are seeing sales up 17.8% from a year ago. In the past 10 years, sales have gone up 112%, according to data from AC Nielson Fresh Facts. Potatoes in 5-pound or larger bags have an average ring of 52 cents a pound, while potatoes in smaller bags ring in at $1.52 per pound, on average.
Comment from the client: "Excellent job….and of the websites I have been personally involved with from beginning to end, this has been the best quality creative and format from the start, the most painless copy-writing, fewest typos/corrections, and overall most enjoyable (and painless) process I have been through."
Point of Purchase
Bantry Bay America®
New photography for existing packages and for two new varieties.
Gamesa Wind Energy®
Many decision-level customers often have limited technological expertise. We excel at taking complex processes and concepts and distilling them into simple benefits. This leads to multiple levels of customers (including CEOs, CMOs and CFOs) understanding, believing in and buying. On this international video for Gamesa, we scripted and found images for the metaphors to make an extremely complex technological advancement clear, straightforward and a great business opportunity. The client supplied the voiceover.