Creative Director, Copy
Creative Director, Copy
We stirred things up with Equal loyalists to regain sales and counteract “real sugar” claims by big-budget competitor Splenda (aka the yellow one). Leveraging flavor preference for Equal in beverages, we relaunched the brand with a fully integrated Campaign for Flavor that included campaign headquarters website with recipe content, double-decker bus café flavor rallies experiential tour, mixologist influencer program, Zagat content partnership and millions of tiny billboards – our own packages!
Agency: Oglilvy Action Chicago
Role: Pitch Creative Lead, Copywriter, Executive Creative Director
Agency Partners: Edelman