MIDDLE GROUND

OBJECTIVE: Pitch names to the Coffee Buying team for Peet’s new half caff blend. 

STRATEGY: Middle Ground was a hit with focus groups. It communicates that Peet's half caff is the perfect midday cup to manage your energy levels through the day without keeping you up at night.

TOMS

OBJECTIVE: Name the main style for spring’s product launch. Appeal to the next generation of TOMS customers and stand out in a crowded product category.

STRATEGY: The Fenix represents the rebirth of the iconic Alpargata as a skate-inspired slip on. Modifying the spelling from Phoenix to Fenix made the name ownable for SEO performance.

CREATIVE: Incorporated product name in all deliverables with key campaign messaging, including the PR press announcement, influencer messaging, paid media, social, site content, emails, store signage and wheatpaste posters.