Suave
UNILEVER NORTH AMERICA
Esther Lem N. Amer. Hair Category
VP-Brand Devel.
Stan Cook VP-Genl. Mgr., Hair Care U.S.
Ami Striker Suave Brand Devel. Dir.
Sarah Jensen Hair Care Mktg. Dir.-Brand Building
OGILVY & MATHER CHICAGO
Joe Sciarrotta Mngng. Dir.-Exec. Creative Dir.
Courtney Weinberg Part.-Creative Dir.
Donna Charlton-Perrin Part.-Creative Dir.
Becky Getz Sr. Part.-Group Acct. Dir.
Marcelle Saporta Sr. Part.-Planning Dir.
Nicole Apple Part.-Mgmt. Super.
MINDSHARE CHICAGO
OGILVY ONE CHICAGO
OGILVY ACTION CHICAGO
WEBER SHANDWICK CHICAGO
BEAUTY WAKE-UP CALL
In 2007, Suave transformed itself from a value brand to a beauty
brand loved by moms. When 89% of moms admitted they had
let themselves go, Suave stepped in to help them get themselves
back. With Suave’s high performance beauty products, moms
could indulge themselves and still buy the kids new shoes. Motherhood and beautyhood could, for the first time, co-exist. This was a
win-win situation for moms and for Suave. The brand significantly
outperformed sales goals, drove strong increases in equity scores
and got key retailers to take notice.
Carlo Rossi Vineyards
E&J GALLO WINERY
Peter Brennan Sr. Mktg. Mgr.
COLE & WEBER UNITED
Todd Grant Exec. Creative Dir.
Jim Elliott Creative Dir.-Copywriter
Todd Derksen Assoc. Creative Dir.-Art Dir.
Steve Hawley Acct. Super.
Ryan Cunningham Media & Acct. Exec.
Carrie Vincent Info. Architect
Karl Norsen Web Developer
Peter Calandra Print Producer
WESTERN NEON (fabricator)
Jay Blazek Designer
MAXWELL PR
JUG SIMPLE INTEGRATED CAMPAIGN
Carlo Rossi is stranded in a culture that would be mortified to
be seen with jug wine. Its user base is dying out; it hasn’t advertised for 30 years; and every jug takes up the shelf space of two
bottles of higher-margin Yellowtail. Furthermore, Yellowtail outspent
Carlo Rossi’s $100,000 by 160 times. So Carlo Rossi brought back
the Jug for a new generation, which could share a vision of making something truly iconic and delightful together. That is turning
jugs into grass-roots events, in-store, online, un-paid placement, PR
and a re-invigorated salesforce.
