Brand Marketing

1. Reinforcing Powerade’s sporting credentials

   Published on Thursday, December 4th, 2008

   The brief
   Powerade is often consumed as a lifestyle beverage outside the sports setting. Coca Cola wanted to emphasise the brand’s credentials as a scientifically formulated sports hydration product, designed for a specific purpose. The challenge was to come up with a comprehensive communication programme that would reinforce Powerade’s sporting credentials in a credible and impactful way.

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2. Cutting through the charity clutter

   Published on Thursday, December 4th, 2008

   The brief
   ChildFund New Zealand wanted to raise its profile in New Zealand’s charitable aid sector.  As a smaller organisation in a crowded landscape, it needed to be able to cut through the charity clutter in a credible and cost effective manner.  A higher profile would help it attract new sponsors, fund more projects and – literally – save more lives.  Development aid agencies all battle ‘donor fatigue’ and credibility issues about whether sponsorship money “gets there” – these were key issues that ChildFund also wanted to address through the PR approach.

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3. Demonstrating how Nestlé cares for the communities in which it operates

   Published on Thursday, December 4th, 2008

   The brief
   Nestlé’s is a global company doing good at a local level.  It has a clear commitment to care for and enhance the environment in the areas in which it operates (Wiri in Manukau, South Auckland; and Marton in the Rangitikei district).  Each year Nestlé funds a community focused initiative such as setting up local recycling or beautification of the local environment.  Our challenge is to ensure the local community is aware of Nestlé’s contribution by generating media coverage.

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4. Nescafe’ TogetherNES

   Published on Thursday, September 18th, 2008

   Connecting neighbours over a cuppa

   The Brief

   TogetherNES is an initiative aimed at heartland Nescafé consumers, encouraging them to foster a stronger sense of community by getting to know their neighbours better through the friendly act of sharing a cuppa.  TogetherNES also invites community submissions for funding from a potential $100,000 pool for worthwhile community projects. Nestlé NZ sought an innovative media plan to launch the initiative.

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5. Warehouse Republic Revolution

   Published on Thursday, September 18th, 2008

   The Brief

   The Warehouse was working with the two designers behind the successful Republic Home store in Auckland to launch a brand new nationwide home wares range.  The top secret partnership with Peter Reid and Graham Dickie was the first design collaboration of its kind to hit New Zealand’s retail industry.  The two entrepreneurs had spent 18 months working closely with The Warehouse to put together a collection of stylish and affordable home ware ranges that help Kiwis inject designer-inspired style into their homes.  The challenge was to launch the ‘Republic Revolution’ range in a way that engaged a whole new customer base, without alienating loyal Warehouse shoppers.

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