Work

Redefined the Special K Way – shifted the approach from counting the number of lbs you’ll lose to how you’ll feel after. Inspired the idea “What will you gain when you lose?” to focus on a movement/community of bringing people together.

Tools

• Brief

• Campaign Development

• Research

• Brand & Visual Identity

• Partnerships

Work

Normalized mainstream Americans on the benefits of non-dairy milk options. Tapped into the plant-based life movement which was shifting from “having to use” to “wanting to use.”

Tools

• Target Audience Identification

• Consumer, Culture, Category Insights

• Brief & Campaign Development

• Research

• Character Development