For back-to-school shopping, skincare isn’t topping anyone’s list. Until this year! For the first time in Johnson & Johnson’s history, Clean & Clear and Neutrogena were big players during the back-to-school time frame, securing prominent in-store displays at Walmart, Target andWalgreens. At Walmart, girls were rewarded with a free Teen Vogue subscription with purchase. (Check out those die-cuts!) At Walgreens, shoppers could win an HP laptop. But the back-to-school coup of them all was the Target program. No, you are not seeing double - we landed two end-caps, and got more than we asked for when Target chose to support specially designed totes for a cause. With the addition of dedicated media, including custom vignettes on MTV, print advertorials in teen magazines and PR with teen bloggers, TracyLocke led the way for Clean &Clear and Neutrogena to become back-to-school essentials.
Flavors Brands Refresh!
2012 Mirinda & 7UP International Look & Feel
Two refreshing sodas refresh their looks! New campaigns from 7UP International and Mirinda help the brands come alive for fans across the globe. With Mirinda’s new Free Your Fun Side campaign, the ordinary becomes extraordinary, turning boring situations into moments of fun. One gulp of Mirinda’s fruitastically intense yumminess, and suddenly life is brighter and the world becomes more fundelicious. On 7UP, this update of the Shape 7 campaign ties the refreshing fun of cooling off to the uplifting feeling you get from drinking 7UP. Green colors hint at the taste of lemons and limes, and moments of simple joy come together to form the iconic 7UP logo.
10 Bucks Your Choice
Pizza Hut plays it up on social
For over 3 years, the $10 Any campaign has been a success at Pizza Hut. We were challenged to keep things fresh with an integrated campaign highlighting the deal’s value and variety, while reinvigorating consumers to experience the brand in a whole new way. A microsite was created to showcase many of thousands and thousands of possibilities of ANYs you could create for $10. With incentives like winning FREE pizza and three grand prizes of $10,000 for building a digital ANY, it soon became Pizza Hut’s most successful email acquisition program. In the three weeks it was live, the site acquired more than 190,000 new Hut LoversTM email program members.
Performance Starts Hear
Polk Audio changes the game with new sports headphones
For an athlete, headphones are more than an accessory. The earbuds lock in and the music takes over, motivating the athlete to go longer, to push harder, to dig deeper — superior sound driving superior performance. So, when Polk Audio set out to solve the problems with existing “sport headphones” by launching their new UltraFit™ Sports Headphones, they looked to TracyLocke to launch this new product lineup Rooted in the idea that sound motivates, TracyLocke developed a breakthrough brand identity, powerful print advertising, and dynamic package design to bring to life the creative idea called Performance Starts Hear™. And that leaves Polk Audio in perfect position to outpace the pack. Game on!
Return of the Dew Crew
Diet Dew goes racing with Jr. Nation
Diet Mountain Dew has leveraged their racing legacy to create a passionate movement that connects Dale Earnhardt Jr’s massive fan base to their favorite driver. What started out in the early 1980's as a handle for Darrell Waltrips pit crew, the Dew Crew has evolved into a large group of individuals that supports, builds, maintains and wheels that #88 Diet Dew Chevy around the track on race day. The Dew Crew now provides Dale’s fans with an insiders “hub” that allows them to get involved with their favorite driver, help make actual team decisions, win prizes and interact with the brand all season long. In partnership with the Manumatix “Bamboo” Facebook app we created an integrated activation plan for the Dew Crew that extends across on-air, digital, print and in-store elements that creates a unique consumer engagement experience with Jr. Nation on a weekly basis.
The Flavor of a Makeover
7-Eleven gets a new look
In Southern California, 7-Eleven has made significant investments in the renovation of their stores, which include upgraded interiors, new coffee bars and an array of new hot food items. Once the renovations were completed, we were tasked with creating a campaign to help convince people that 7-Eleven is more than just a convenience store, and ultimately to drive store traffic and increase sales. Our idea was to brand 7-Eleven as the place you go to put the flavor in every occasion – whether it’s an ice-cold Slurpee® after a Little League rally, a Big Gulp®, Southwest Turkey Sandwich and chips for a road trip, or an Energy Drink and Beef Mini Tacos that get you through all-nighters. The integrated campaign came to life across a variety of media in and around the marketplace.
Circles are the New Slice
Introducing Pizza Hut Sliders
What better way to bring in the new year than with a whole new way to eat pizza? Pizza Hut wanted to change the way people eat pizza by introducing a product that allows everyone to get exactly what they want. Through mixing and matching toppings on individualized pizza’s rather than compromising on a big pie, they did the impossible: Make everyone happy. We’ve created innovative POP elements, and a microsite to support the 3in’ pies and play off the Big Pizza Sliders.
Dew does skate content different
Come, grasshopper, and learn the ways of skate! How better to bring Mountain Dew’s “It’s Different On The Mountain” attitude to life, than by making a skate video unlike any other? Enter Paul Rodriguez, the master, taking two of his young protégés, Theotis Beasley and Keelan Dadd, on a journey to challenge the city they call home. Shot in iconic skate spots around Los Angeles, the tale unfolds as the 3 skaters travel around town slaying it on their skateboards. And when they were done, Mountain Dew and its skaters had conquered, not just LA, but Dew Tour audiences everywhere.
Take Pizza Night from Fun to Phenomenal
Pizza Hut leads in innovation once again
In a season dedicated to new beginnings, Pizza Hut wanted to blow the doors off the competition in April with an innovative product so crazy, so cheesy & so out of this world, it was named “Crazy Cheesy Crust Pizza”. With a pizza this unique and delicious, we took the print, point of sale, email, and social media to a whole new level of extreme. We did the first ever “double cheese pull” and partnered with Dude Perfect to bring the crazy to pizza. With this campaign, we gave consumers permission to get a little crazy and take Pizza Night from Fun to Phenomenal!
I'll Drink to That!
Goody Goody Liquors Inc. Rebrand and Campaign Rollout
Dallas-based Goody Goody Liquors Inc. opened their first store in 1964. Their commitment to fair prices and top-notch customer service helped them grow to 20 locations across Texas with very little need for advertising. But then the landscape changed. Facing the effects of aggressive new competition in the DFW market, Goody Goody teamed with TracyLocke to articulate their brand promise and translate it into a complete rebrand, starting with a new logo and evolving into an integrated advertising campaign. The “Toast of the Town” campaign uses humorous and genuine toasts to set Goody Goody apart from the competition, with executions coming to life in print, OOH, radio, street kiosks, delivery trucks, in-store and more.
Manage Business Not Printers
Partner Managed Print Services – SMB Launch Campaign
HP Partner Managed Print Services manages companies’ entire printing operations. To reach specific targets at those companies, we flipped the script on the expected B2B communication and broke through the sea of sameness by treating this as an aspirational consumer campaign. We concepted and executed a suite of assets from direct mail to web videos, directed specifically at relevant decision makers. Throwing printers out a window? Yeah, that was fun too.
Not Your Average Barbershop
The Arcade in Dallas TX
Where can you get a haircut and a Stratocaster? Check out a barbershop called The Arcade. Cookie-cutter haircutting franchise? Uhhh…No. The Arcade is a funky barbershop that also sells and trades guitars and music equipment. What it needed was updated branding that matched its barbershop, guitar-swap essence. We created and launched an identity campaign that celebrates the soulful vibe of this Dallas landmark, featuring lyrical messages about looking sharp and sounding even better. The results? Walk-In business has tripled. Stop by. The Arcade is the only barbershop where you can leave lookin’ like Clooney, and soundin’ like Clapton.
Big Things Happen Here
The DCVB launches a new campaign
With other cities capturing tourism and convention share, the Dallas Convention & Visitors Bureau needed a new image—one that would shine a spotlight on the city’s rapid growth and not only attract visitors to the city but reignite Dallasites’ passion for their city. The resulting campaign, Big Things Happen Here, highlights Big D in a unique and unexpected way. Because Dallas is way more than big hair and big buildings, it’s about BIG moments that can only happen here. Print and outdoor ads ran in major cities across the U.S. and came to life locally in a way that allowed residents to put themselves in the middle of the action. Six-foot “B” and “G” installations were placed throughout Dallas overnight, and residents were encouraged to stand in between them, take a picture and tag it online #DallasBIG. It became an unobtrusive way to let people know that “Big Things Happen in Dallas” and that anyone can be in the middle of it. By empowering the citizens of Dallas to share their BIG moments with the world, as well as give their friends a view of the city they love, we created a campaign that made both residents and local businesses excited to participate.
Love Every Sip
Diet Pepsi 2013 Brand Platform
In 2013 we’re making Diet Pepsi all about love - for the product, and every moment of every single day. We created an entirely new brand platform and asked our consumers to ‘Love Every Sip’. Fan favorite and Diet Pepsi loyalist Sofia Vergara is back to launch our ‘Love Every Sip’ campaign, which includes everything from in-store activation to national radio spots. To complement our new tagline, we spread the love on Valentine’s Day with our one-of-a-kind, limited edition heart cans. With a new voice, look, and even love-inspired packaging, ‘Love Every Sip’ has made a big splash nationwide.
My Plate. My Way.
Buffets, Inc. serves up customization
How do you make people think differently about your buffet restaurant? You talk about it differently. While other chains continue to default to the “all you can eat at a great price” story, we partnered with Buffets, Inc. to take a more creative, insightful approach.
In an integrated campaign, we bring to life the joy of customization by celebrating the person making his or her plate in a fresh, fun relatable way. Whether you fill your taco shell with pot roast or make a slider out of mac ‘n cheese, our menu is your imagination. "my plate. my way." is not only driving traffic and increasing sales, it is reframing the way people think about the brand and the entire buffet category.
The Carly Effect
T-Mobile Takes Over Dallas Transit with Mobile Broadband
The TL T-Mobile team recently got the opportunity to blanket our own city of Dallas in creative thanks to a local push for T-Mobile’s Mobile Broadband service. Starting at Mockingbird Station and radiating outward at bus kiosks across the city, we placed ad after ad featuring contextual headlines communicating the obvious benefit of Mobile Broadband—the ability to richly connect to the Internet from virtually anywhere.
Imagine yourself in a Dallas Area Rapid Transit (DART) train, riding home to the ‘burbs from work, wishing you had something to watch to pass the time…or for the workaholic, a way to keep in touch with the office. Then your train rolls past a life-size T-Mobile Carly, who shows you a way to make this simple dream a reality for only $29.99/mo.
With a deal so great, we probably just needed one. But placing headline after headline along transit lines insured that the Mobile Broadband message hit home.
So, the next time you’re riding DART, maybe you’ll come to a moment of clarity--“Hey, I could be watching streaming TV right now instead of staring out the window of this train. What am I waiting for?”
It’s an easy sell, really. And we have to admit—the sight of all that beautiful magenta always brings a tear to the eye.
You Are What You Tea
Lipton Iced Tea nurtures its natural side
This year, Lipton is launching their revolutionary new 100% Natural Lipton Iced Tea –in a beautiful new bottle. As part of an Inter-Agency Team, we collaborated in countless brainstorms, which ultimately led to the creation of the “You Are What You Tea” silhouette campaign idea. We then helped bring the campaign to life by creating stunning silhouettes of people filled with sun, water and tea leaves, highlighting our concept of “inner refreshment.” This work is helping to drive summer long sampling that kicked off at SXSW, highlighting “The Natural Side of Music,” and the Lipton partnership with Pandora Internet Radio. Our silhouettes will also rock out on the national mobile sampling tour bus, sampling stations, outdoor boards, and concerts. We even tailored the work for the Florida region, letting legendary women’s golf champion Annika Sorenstam show what 100% Natural Lipton does for her inner game. Finally, we completed our activation in-store, filling words with sun water and tea, to let our message shine through.
If You Build It, They Will Come
Pepsi Max brings MLB legends to life
Inspired by TBWA's national Pepsi Max/MLB TV ad, we created the "Field of Dreams" engagement program to capture the attention (and imagination) of baseball fans everywhere. The idea was simple – "If you build it, they will come". The program allowed fans to not only build a dream team of the greatest MLB players of all-time, but it also gave them the chance to actually play a game against them in their own hometown. In-store promotion and online advertising spread the word and drove consumers to vote at the microsite on MLB.com. The dream finally became a reality on May 12th, 2012 when over 10,000 fans showed up to watch their favorite legends take-on the winner and his friends in Columbus, Ohio. With over a million votes cast, and national coverage for the game itself, Field of Dreams 2.0 is ready to step up and knock expectations out of the park.
Hugs for Barilla
Barilla launches “The sauce that hugs our pasta."
Barilla is the number one selling pasta in America. Barilla sauces are not. No wonder Barilla wanted to tell the world their sauces and pastas were “made for each other.” Their national campaign used the metaphor of Romeo and Juliet to highlight the love between Barilla sauces and pasta. The challenge to TracyLocke: take a more product benefit focused approach in-store, while keeping it emotional. Research showed us New Barilla sauces are so think and rich, they actually cling to the pasta. That fact proved to be the inspiration for our activation idea: “Barilla. The sauce that hugs our pasta.” After all, who doesn’t love to hug? Especially Italians! Our hugs theme worked beautifully in-store, and also inspired our national promotion, which gave consumers the chance to “Hug your family in Italy.” Our idea was also extended to the work done by other agencies. Based on our concept, The Perfect Hug photo contest was highlighted on facebook, and a Send a Hug Day was created which allowed consumers to help donate 40,000 meals to Feeding America, just by sending a hug. Based on our work, we were also given the honor of writing the copy on every jar of new Barilla sauce. Hugs all around!
Crime Fighting QR Codes
HP Protects Against Counterfeit Ink
The Counterfeit ink business is booming. Each year, consumers are fooled into thinking they are buying Original HP Ink and Toner. And because counterfeit ink fails 1 out of 3 times, it's costing them money. Not to mention all that lost revenue for HP. To combat the issue, HP developed on-pack holographic security QR codes. Consumers simply scan the code to make sure they are getting Original HP ink, giving them piece of mind. To get the word out, we created a campaign that put the crime fighting QR code front and center. And, why just talk about authentication when you can show it in action? Each ad utilizes a fully functioning holographic QR code that when scanned, takes shoppers to a mobile site walking them through the HP verification process. Just that easy. This fully-integrated approach worked in print, direct mail, email and digital advertising.
Find Your Fit
G Series FIT works out with Walgreens
In Spring 2011, Gatorade launched its latest innovation with G Series FIT, a three-part suite of products designed to fuel fitness athletes before, during and after their workout. Partnering with clients, TracyLocke identified Walgreens as a good match for the athletic, twenty-something shopper who is looking to optimize their regimen. The engagement idea called “Find Your Fit” focused primarily on education about the new products and their performance benefit while also delivering an incentive of free workout downloads with two professional trainers in partnership with Men’s and Women’s Health magazine. Also, an inspirational video of G Series FIT athlete and professional surfer Coco Ho was featured on a motion-sensitive end cap LCD screen in thousands of Walgreens stores nationwide to attract attention and drive relevance with the target audience. Gatorade continues its evolution with G Series FIT and this breakthrough shopper engagement program.
We Promise You’ll Love It
Starbucks VIA takes on the only coffee worthy of comparison
How do you get coffee lovers to believe instant coffee can taste as good as fresh brewed? By putting Starbucks first instant coffee, Starbucks VIA Ready Brew head to head against Starbucks brewed coffee. We knew that sampling was key to the growth of Starbucks VIA, but with limited budgets, continuous wet sampling was not an option. Knowing that tasting was believing, the Starbucks VIA Taste Promise was born. We promised coffee lovers across the nation that they’d love Starbucks VIA or we’d replace it with a bag of Starbucks. The program increased awareness 13% in key markets and Nielsen FDM showed increased consumption trends during the promotional period. It's a guaranteed win-win.
Uncap the App
BRISK brings you Star Wars: Episode 1 The Phantom Menace
BRISK, PepsiCo’s newest billion dollar brand, partnered with LucasFilm, Ltd. to make the 3-D theatrical release of Star Wars: Episode 1 - The Phantom Menace truly unforgettable. TracyLocke, along with the interagency team, developed the largest ever multi-media advertising and marketing campaign for the BRISK brand with the “Uncap the App” national promotion. TracyLocke brought the campaign to life through epic retail theatre, shopper marketing, field extensions and more. So grab a limited edition Darth Maul BRISK 1-Liter bottle, designed by TracyLocke, and join forces with the light or dark side as you enter the BRISK universe.
A Landslide of Sorts
7-Eleven tour unites the masses
In October last year, the 7-Eleven team started paying closer attention to politics when the president kept mentioning Slurpee in his stump speeches. When the Republicans handed the Democrats their “shellacking,” a reporter suggested that President Obama consider a Slurpee Summit to mend the midterm’s political wounds. Well, we went nuts.
With the help of a trusting client, and some kick-ass agency partners, we launched a cross-country Slurpee Unity tour. WITHIN 48 HOURS. The tour kicked off in Dallas and ended up at the Capitol in Washington, DC. And along the way, we brought people together through a product that everyone can unify over – an ice-cold Slurpee.
That's what Coca Cola did with the 'gift bottle' and really encouraged the idea of sharing the brand with people you love during the holidays. A sure way to invite brands into your lifestyle and heart.
I'm sure most have seen this, but if not....enjoy! (or feel bad about what you use your iPad for like me)
An interesting trends summary for 2014, including:
- Mychiatry (e.g. headphones that detect your mood and play music accordingly or a stress sensing video game that helps players relax - and the most relaxed player wins.)
- Crowdshaped (e.g. crowdshaped playlists to match patrons' tastes)
- Made Greener By/For China (e.g. Nike store made of trash and Beijing subway discounts for recycling plastic bottles)
Enjoy the full read here:
Taking retail to a whole new level, is what Amazon is testing now. For the future. Which, by the looks of it, could be here any hot minute. Pretty crazy.
Further reading here,
"Traditional" retailers including Barneys, Saks and Macy's are using 3D projection mapping, sensory light shows and augemented reality to make their holiday windows come to life this season.
Check out more here: http://bit.ly/IgOrQn
All this awesome creative. And a Subway sandwich. Which might be definitely is the most tasteful part of this deal.
Billboards rarely get any respect, but British Airways created a very interesting, interactive ad that features a young boy who stands up, points at and identifies the planes that are actually flying above it. It's all part of BA's #LookUp campaign.
Whole Foods is testing a loyalty / discount program only for Private Label brands in their stores. Shoppers will get 10% off the "356" PL-line of products
read more about it here
Three Dallas photographers/directors (Stewart Cohen, Dennis Murphy, and Tom Hussey) have participated in the Unspoken Speech project.
The Unspoken Speech Project is a community-driven initiative.
It allows the Citizens of Dallas to honor the memory of President John F. Kennedy.
And commemorate the 50th year since his assassination in their own way.
By delivering the JFK Unspoken Speech, one word, one Dallas Citizen at a time.
WHY WE STARTED THIS.
For nearly 50 years, the Citizens of Dallas have had to live with the JFK assassination.
So it is only fitting that we honor the 35th Presidents memory.
By uniting around his words, we personally deliver his final thoughts,
and the JFK Unspoken Speech.
The most significant parts being delivered through seven films.
WHAT WE HOPE TO ACHIEVE.
The Unspoken Speech is a personal tribute to JFK from the Citizens of Dallas.
In completing this project, we hope to bring a small sense of closure to a catastrophic event.
One that impacted the world and the reputation of our home.
Half a century later, this is our collective tribute to John F. Kennedy.
Behind the scenes…
The first ever video for Bob Dylan's 'Like Rolling Stone' is a creative and tech masterpiece. Tip: change channles while watching the video.
Is Verizon trying to take a page out of Apple's playbook? The telecom company is launching multi-thousand square-foot destination superstores, where you can hang out, test devices, and maybe even go on a run.
More information here: http://bit.ly/1dh65BB
This great video from comedian Jack Vale will have you seriously reconsidering (or at least double-checking) your social media privacy settings.
Facebook, Instagram and even Twitter (though rarely used) all have settings to make profiles completely private except to those that you approve. But these settings change all the time. Make sure you know just how much the rest of the world can learn about you with only a few clicks.
See the video on Adweek:
here it is! Email me if you want the original file
Check out the latest article in the Platt Retail Institute Journal written by our own Tyler Murray and Beth Ann Kaminkow.
NOTE: The article is also up under the PR section of our site.
Russia is REALLY getting in the spirit of the upcoming Olympics, encouraging everyone to "add elements of sport into their daily life." To celebrate the upcoming games, a subway machine in Moscow is dispensing free tickets to those who can do 30 squats in under 2 minutes - check out the technology here:
Ran across this while costing out some recruiting materials. Cool story, good video.
Still not taking Samsung’s efforts to build its own ecosystem outside of Android seriously? Some companies clearly are as 14 additional partners jumped on board with Samsung Wallet for boarding passes, reward cards and more.
The Galaxy Gear smartwatch is just a starting point, Samsung developers are told
We've been very interested in the possibilities of Bluetooth 4.0 and BLE (Bluetooth Low Energy) technology, empowering the iBeacon feature found not only in iPhones but also Android phones. MLB is already testing it in Citi Field and the possibilities are not only endless, but very appliciable to what we're doing here at TL for our clients.
In a recent guest post for Say Media's blog, I covered the BLE/iBeacon technology and the implications for marketers.
Credit is due to Matt Espinoza, our Manager of Creative Technology, who (unkowingly) contributed greatly to this article.