Cadbury Schweppes Americas Beverages (CSAB) came to Interbrand for a better packaging solution for their core diet brands. The Company wished to play on a newly harvested consumer insight of Change your Mood, Change your Style Change your Flavor and position itself as an alternative to the typical, women’s diet soda routine. Julie and team produced a family design theme that allowed easy depiction of the flavor variations and a strong shelf presence. Total volume sales saw an 8.1 percent increase over the year prior. Best-selling Diet Sunkist celebrated a 14 percent increase. Now that’s refreshing news!
Avon’s research revealed an untapped market of 20 million women who would buy Avon products, but preferred shopping at retail rather than through door-to-door representatives. They developed a separate beComing line with products priced higher than Avon’s core direct sales line targeted toward the upper mass retail market and sold at JCPenney. Julie led the Interbrand Verbal Identity team in naming the majority of the 400 sku’s in the line. The approach employed wit and optimism with names such as Cool Current, Gel Vital, and Lumin8, which were featured on sleek modern packaging throughout JCP’s cosmetics department.
Heart disease is a serious condition associated with men but which also affects millions of women. The American Heart Association tapped the Interbrand Verbal Identity team led by Julie to create the name and identity for Go Red for Women – a new initative designed to raise awareness and engagement with women. Omnicom sister agency Cone implemented a national campaign with marketing, PR, media relations, events, promotions and corporate relations strategies. They also created an annual Wear Red day with the now ubiquitous red dress pin. Over $300M has been raised for the cause by Go Red for Women.
Time Inc. New Ventures sought to revolutionize the magazine business by giving consumers more choice and flexibility in purchasing and managing their subscriptions. They came to Interbrand for help in positioning, naming, and branding this new venture. Julie and the team created the friendly Maghound mascot to communicate the ease and accessibility of this new service, the first of its kind. Maghound has been hailed as the most promising innovation for the industry that would attract new magazine buyers with a Netflix-like approach.
Julie worked with Dow Fiber Solutions to brand the miracle fiber XLA. As an ingredient brand in the premium segment, XLA™ brings stretch fiber to a whole new level by creating a perfectly smooth fit, less compressed feel, and more flexible give for everyday luxury all day long. Interbrand developed an engaging identity and idea A Feeling that Lasts which speaks to XLA’s elasticity and emotional benefit of continuous comfort. The orange color communicates modernity and high quality. XLA’s introduction brought Dow a slew of partnerships with designer brands like Alice + Olivia and Citizens for Humanity.