NATIONAL ACCOUNTS
National Accounts is an area that I find challenging and super fun. I have a ton of experience in this area while working at Geometry Global in Chicago and also freelancing for Beam/Suntory and their in house agency PR%F. Taking the brand, bringing it down to the customer level and creating something unique for that customer or channel is my specialty!
Dos Equis - West Region
This is Dos Equis during the Most Interesting Man advertising - our west region clients were looking for something fun and different that we could bring their customers as everyone was looking for Most Interesting Man POS.
Our brainstorming took us from 10,000 leagues under the sea old underwater gear to surfing to shark hunting - such a fun brand and great brainstorming and finally, executing the winning idea.
Hornitos @ Mariano’s
The clients wanted an upscale endcap that could be used in the liquor aisle as well as a smaller unit used in produce. The Paloma was to be the featured drink as its a better fit with the Mariano’s shopper. The winning idea was this rustic wood shelving with added baskets for fresh limes and grapefruit while the tequila barrel was perfect as a smaller produce aisle display, next to the guacamole station!
COVERGIRL @ Drugstores
COVERGIRL Clean Makeup is a classic. At this point the client wanted to highlight the various formulas for each skin type. The brand guidelines were very clean, white, crisp. Do dress up the trays as well as create the focal space to differentiate the products I worked with production to create a circle diecut which also acted as a spotlight on the products.
NOTE: At this time Drew Barrymore and Queen Latifah were the key spokeswomen, clients determined who belonged with which products.
Beam Suntory Brands @ COSTCO
The assignment was to create holiday value add packaging concepts to present to COSTCO in the hopes that they would buy one. The premium brands were our focus, so as a team we decided against traditional and obvious holiday colors and graphics and wanted a more upscale, sophisticated feel.
I designed 6 different VAPs and the goal was for COSTCO to choose one. They moved forward with four.
Zevo @ Meijer’s
Can we change the way to feel about bug spray? Zevo is trying! The in-aisle shelf set for bug sprays was pretty much a mess of brands just stacked together. The Zevo team wanted to reflect their brand and change how to shop for their better-for-you products and Meijer’s was willing to give them the endcap to prove it. .
Working with a great team at Blue Chip WW I created this endcap concept of a kitchen counter/island - showing the plug-in next to a live plant on the counter. “People friendly. Bug deadly.'“ This definitely has stopping power in this category!
