Heinz, the category leader in Ketchup, wanted to grow a mature segment through new product development. Julie and her team at Interbrand were tasked with positioning, naming, research and packaging in search of break through ideas. The winning result was Heinz EZ Squirt Blastin’ Green ketchup which sold more than 10 million in the first seven months following its introduction, with Heinz factories working 24 hours a day, seven days a week to keep up with demand. The result: $23 million in sales attributable to Heinz green ketchup [the highest sales increase in the brand’s history].
AT&T tapped Interbrand to create a brand for it’s advanced offering that brings together superior TV, high speed Internet, and home phone service as a fully integrated experience. Julie was part of the team that created the U-Verse brand. This powerful name puts U the consumer at the heart of the digital experience allowing them to customize their own bundles. It also signals the next generation of communications through an allusion to the universe of possibility it enables. A truly revolutionary product that represents the future of communications and entertainment, U-Verse is enjoyed in millions of American homes.
Why would a renowned author and poet agree to team up with a greeting card company? For Maya Angelou it was to reach a wider audience. Ms. Angelou and Hallmark created a line of cards, mugs, bookends, pillows, and journals. Each featuring writings by the 73-year-old author of I Know Why the Caged Bird Sings, 90% of them penned just for Hallmark. The Verbal Identity and Design teams at Interbrand, under Julie’s leadership, had the pleasure of working on this project with Ms. Angelou. They were inspired by her life to create the Maya Angelou Life Mosaic brand.
In 2007, JCPenney came to Interbrand for the development of a new private label lingerie brand. Julie led the team to develop the Ambrielle brand name which reflects the feminine, intimate personality of the line. The name was developed in focus groups with real women talking candidly with their friends about sensuality and femininity. Ambrielle embodies a friend you can turn to for advice and a brand that has superior fit and wear. Ambrielle became the largest private brand launched in JCPenney history.
The investment firm of TD Waterhouse and the on-line trading company Ameritrade combined forces to offer traders and investors the opportunity to successfully manage all short and long term financial needs with one firm. Julie was part of the Interbrand team selected to help bring this new brand to life. The work included; creation of a Thrive With Confidence positioning, new visual identity, secondary Power Path element to evoke a dynamic path forward, internal engagement workshops, brand guidelines and a straight talk tone of voice. The successful launch used internal posters, videos, and giveaways that gave energy inside TD Ameritrade.