Ricola Immunity Package Design

Agency l Eastwest, MG
Role l Creative Director
Client l Ricola, USA

Challenge:

Design packaging for Ricola’s new Immunity line of products.

Solution:

Born out of the insight that consumers sought a natural product that supported immunity and fought fatigue, Ricola wanted to expand its offerings into the growing Immunity category with a new product launch. Leveraging Ricola’s 85+ year history of herbal innovation, e|wmg designed category relevant packaging and in-store POS to support the launch. Leveraging core Ricola equities made the new offering identifiable on shelf to longtime Ricola users shopping in the immunity aisle. New elements, relevant to the immunity category, were also employed, including a white radiant burst that visually speaks to the brand's powerful efficacy by housing the product benefits. Ricola’s signature herbs are shown grouped with the form identifier to emphasize the brand’s natural point of difference and years of herbal expertise. A banding device telegraphs the SKU name and count as well as ingredient and product imagery, making on-shelf flavor identification easy. Ricola launched Immunity nationwide in CVS locations. The new packaging successfully telegraphs the benefits of the new line and communicates the product’s natural point of difference to stand apart, and out, in the crowded Immunity category.

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Disney•Pixar Honey Bunches of Oats "Find Joy and Win" Promotion

Agency l Eastwest MG
Role l Creative Director
Client l Post Foods

Challenge:

Create on-shelf excitement for Honey Bunches of Oats and awareness for Disney•Pixar's Inside Out.

Solution:

Two “Joys” come together to get consumers feeling...joyful! Honey Bunches of Oats lovers know they can always find spoonfuls of joy inside every box! But now if they find “Joy” inside from Disney•Pixar’s new movie Inside Out, they can win a trip to Pixar Animation Studios instantly! Authenticity is king in partnership marketing, and combining these two "Joys" made this promotion ring true with Disney•Pixar and Honey Bunches of Oats fans. Specially-marked boxes feature Joy, and the rest of the Inside Out emotions, graphically appearing to pop out of the top of an open box of HBO, drawing on-shelf attention to the promotion and reinforcing the “Find Joy Inside & Win” theme. The fun doesn’t stop on the box! An extension of the partnership invites Twitter users to tweet an emoji/emoticon showing their mood to @HBOats for a chance to win 4 movie tickets.

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Hungry-Man "Eat Like a Man" Campaign

Agency l Eastwest MG
Role l Creative Director/Social Media Voice
Client l Pinnacle Foods

Challenge:

Increase awareness and brand relevance among a new generation of Millennial males.

Solution:

When did it happen? When did a salad become a meal? When did a coffee become a double foam, non-fat, mocha latte? It's time to answer the call of your stomach and eat what you love. It’s time to once again...eat like a man. Activated across all social platforms, including Facebook, Twitter and YouTube, Hungry-Man joined the on-line conversation by creating relevant content that would specifically resonate with Millennial males. The positioning line, "Eat Like a Man!" unified the brand's message across all mediums, acting as both a rallying cry and call to action. On Facebook and Twitter, Hungry-Man connected with fans through humorous posts which laddered back to the "ELAM" positioning. A brand specific YouTube channel showcasing humorous videos featuring the "ELAM" tagline was created. In-store "ELAM" POS supported. Watch the videos by copying this URL into your browser: http://www.youtube.com/channel/UCLkA10N38p2-YMxiZOH53bQ

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