Given the direction to cook up some “un-annoying” pop-ups, I turned to personification, relying on character to reinforce brand voice, showcase products—and to be endearing about it.
Inventing Superhero products by the dozen, naming them, writing product descriptions, and spray mounting labels onto empty cardboard boxes and paint cans—stocking the Superhero Supply store until the wee hours definitely proved writing’s power to invent a new world.
It’s just like mom always told you: If you really want to meet people, you’ve got to put yourself out there. These Product Personal Ads went out every day of the week—riding shotgun on Poppin’s shipping boxes and cavorting across the internet to work the social media scene.
By sustaining a beloved brand voice through bureaucratic text, a brand can establish a consistent sense of character—which, in turn, can further consumer trust. And the ultimate bonus to so much trust? Forgiveness. A trusted brand voice can more safely deliver the inevitable not-so-great news.
Skewing collateral toward a specific segment doesn’t mean that your brand’s character has suddenly gone spineless and pandering, like a teenage social chameleon. With a grip on the brand and its spectrum of positioning possibilities, you can work vocabulary to suit the targeted segment while staying true to brand identity.
Anywears may not be the best-looking shoe in town, but at the end of the day, there’s only one place your feet want to be. Website reskinning including new and classic styles.
If you thought all stethoscopes were created equal, think again…
It’s no secret that we moved to Los Angeles so the dog could be discovered and made a star. When the lovely people of Pasadena Advertising asked me to work on the team featured in the AMC series, The Pitch, my first thought was to do the work and dodge the cameras—but the PADV office is dog-friendly and the Beast said: This could be my big chance! Suffice it to say that we both signed waivers, got blowouts, and went to work.
To create any social media buzz, the language had to be engaging—fun to say and ripe with innuendo—totally begging for repetition. By personifying the products as “Study Buddies” and playing with the innuendo of “Hooking-Up,” I made the campaign copy flirtatious and kept it tethered to workplace/studying conventions. Plus, college radio could talk about heading down to the Hook-Up Truck!