https://symbiotic-strategies.com Symbiotic Strategies Wed, 22 Feb 2023 04:04:59 +0000 https://symbiotic-strategies.com en https://symbiotic-strategies.com/Slideshow Sun, 29 Jan 2023 21:03:45 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Slideshow window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-97VYXXZVPG'); https://symbiotic-strategies.com/Featured-Projects Sun, 29 Jan 2023 21:03:45 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Featured-Projects Featured Work: Maker’s Mark &amp; Hulu Breaking the 4th wall to surprise Hulu viewers <img width="2880" height="1616" width_o="2880" height_o="1616" data-src="https://freight.cargo.site/t/original/i/18e891fe6bd36307f23b87adb28c36bd72f3461d1956aabeea11881a760b3f53/Hulu-Table-Scene.jpg" data-mid="166804543" border="0" src="https://freight.cargo.site/w/1000/i/18e891fe6bd36307f23b87adb28c36bd72f3461d1956aabeea11881a760b3f53/Hulu-Table-Scene.jpg" />Morton SaltReinvigorating a 168 old brand in 4.2 seconds <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6b94dfc1e842191bcf6b16a34db6823ff7aa694250732548103683c1c62cd89f/The-One-Moment.jpeg" data-mid="166544365" border="0" src="https://freight.cargo.site/w/1000/i/6b94dfc1e842191bcf6b16a34db6823ff7aa694250732548103683c1c62cd89f/The-One-Moment.jpeg" /> Maker’s Mark 180 Degreee Old Fashioned Using data to drive holiday brand preference <img width="2186" height="1236" width_o="2186" height_o="1236" data-src="https://freight.cargo.site/t/original/i/0d81babdb0a8ce10a76eaa2d5dacf740cf3a86997cbc139ed099a61758afdcfd/Screen-Shot-2023-01-31-at-11.32.40-AM.png" data-mid="166797256" border="0" src="https://freight.cargo.site/w/1000/i/0d81babdb0a8ce10a76eaa2d5dacf740cf3a86997cbc139ed099a61758afdcfd/Screen-Shot-2023-01-31-at-11.32.40-AM.png" /> DoritosBecoming the #1 snack and social brand in the UK <img width="1200" height="784" width_o="1200" height_o="784" data-src="https://freight.cargo.site/t/original/i/e165049e24106e68d7c881c345408ec2db0cd9d29d9ce672351c16b2eb37d565/Yahoo.jpeg" data-mid="166544623" border="0" data-scale="86" src="https://freight.cargo.site/w/1000/i/e165049e24106e68d7c881c345408ec2db0cd9d29d9ce672351c16b2eb37d565/Yahoo.jpeg" /> Pepsi MAXCreating magic for maximum taste with no sugar <img width="640" height="427" width_o="640" height_o="427" data-src="https://freight.cargo.site/t/original/i/495d623151ccceaedce45bbf7774d3675011463568378162e7054603b7050021/Dynamo-Bus.jpeg" data-mid="166544474" border="0" data-scale="84" src="https://freight.cargo.site/w/640/i/495d623151ccceaedce45bbf7774d3675011463568378162e7054603b7050021/Dynamo-Bus.jpeg" />Tyson Chicken Keeping it real in a world full of unrealistic food ideals &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; <img width="650" height="414" width_o="650" height_o="414" data-src="https://freight.cargo.site/t/original/i/8aa086a5fadd94dc81be7db4afb12f9a76734c4b7122a6ed9e77de563e8c7387/Tyson-Hatchery.jpeg" data-mid="167777714" border="0" data-scale="90" src="https://freight.cargo.site/w/650/i/8aa086a5fadd94dc81be7db4afb12f9a76734c4b7122a6ed9e77de563e8c7387/Tyson-Hatchery.jpeg" /> Work Archive -&gt; https://symbiotic-strategies.com/Text Sun, 29 Jan 2023 21:03:46 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Text https://symbiotic-strategies.com/Portfolio Sun, 29 Jan 2023 21:03:47 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Portfolio &nbsp; Building brands through creativity and clever media integrations since 2005 The case studies captured in this archive are just a few of the brands I have touched during my career as an agency Strategist (brand, comms), a Global Integrated Marketing Director, and an independent consultant across multiple geographies: New York, London, Chicago, and LA. Any business results shared in the case study are publicly available from awards papers I authored alongside my agency teams which the client approved for public viewing.&nbsp; Otherwise, business results have been approved for this use or kept confidential.&nbsp; Each case study includes individual credits for colleagues and partner agencies where relevant. window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-97VYXXZVPG'); https://symbiotic-strategies.com/Morton-Salt-Masterbrand-Walk-Her-Walk Sun, 29 Jan 2023 21:03:48 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Morton-Salt-Masterbrand-Walk-Her-Walk Morton Salt: Reinvigorating a 168 year old salt brand in 4.2 seconds <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/904b53ac0b0f15261f34d10e92bed33ffdb55bd2516bfcd768491ae319710864/Untitled-design-2.png" data-mid="166560109" border="0" data-scale="63" src="https://freight.cargo.site/w/1000/i/904b53ac0b0f15261f34d10e92bed33ffdb55bd2516bfcd768491ae319710864/Untitled-design-2.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e70188b39675b016924b37d50a2f6deb62871ac12d3439b0ecea26a1f104f823/The-One-Moment.jpeg" data-mid="166560137" border="0" src="https://freight.cargo.site/w/1000/i/e70188b39675b016924b37d50a2f6deb62871ac12d3439b0ecea26a1f104f823/The-One-Moment.jpeg" /><img width="2500" height="1618" width_o="2500" height_o="1618" data-src="https://freight.cargo.site/t/original/i/64aa509286b3ad7cf45bc279295cbab929f7e6ebe91384ad2d24ebae56aa7d71/Morton-Paint.jpeg" data-mid="167625998" border="0" src="https://freight.cargo.site/w/1000/i/64aa509286b3ad7cf45bc279295cbab929f7e6ebe91384ad2d24ebae56aa7d71/Morton-Paint.jpeg" /> <img width="1204" height="877" width_o="1204" height_o="877" data-src="https://freight.cargo.site/t/original/i/c2dfafd84d63e5f8445ff0f375d919bc045277e0c8138d3e54922d9901057eb2/Morton-Salt-Collage.png" data-mid="166813734" border="0" src="https://freight.cargo.site/w/1000/i/c2dfafd84d63e5f8445ff0f375d919bc045277e0c8138d3e54922d9901057eb2/Morton-Salt-Collage.png" /><img width="1200" height="881" width_o="1200" height_o="881" data-src="https://freight.cargo.site/t/original/i/a9d8dce9b8fb0897812a1a00d2d7b2bcdd001529b6bad9e84b5c8461d3f303fc/Morton-Collage-2.png" data-mid="167522407" border="0" src="https://freight.cargo.site/w/1000/i/a9d8dce9b8fb0897812a1a00d2d7b2bcdd001529b6bad9e84b5c8461d3f303fc/Morton-Collage-2.png" /><img width="901" height="472" width_o="901" height_o="472" data-src="https://freight.cargo.site/t/original/i/ffc2f01723302f4fb3cb42e78ba54805e27e72124afb298936a9fbf99b9b2c39/Morton-Collage-3.png" data-mid="167522408" border="0" src="https://freight.cargo.site/w/901/i/ffc2f01723302f4fb3cb42e78ba54805e27e72124afb298936a9fbf99b9b2c39/Morton-Collage-3.png" /><img width="1678" height="1118" width_o="1678" height_o="1118" data-src="https://freight.cargo.site/t/original/i/3708e85dc32c5aee93ceca085a82c143d5e400632547c575aea39581a06bf94c/Screen-Shot-2023-02-06-at-8.06.17-PM.png" data-mid="167522529" border="0" src="https://freight.cargo.site/w/1000/i/3708e85dc32c5aee93ceca085a82c143d5e400632547c575aea39581a06bf94c/Screen-Shot-2023-02-06-at-8.06.17-PM.png" /> Launching "Walk Her Walk"... This is the story of a salt company that wanted to make a difference in the world and reframe consumer perceptions that "salt is salt" -- a mere commodity. Expand the brand meaning and grow penetration of premium lines (water softening, pool salt, ice melt, and culinary) with younger consumers. Millennials know the brand because their grandma used it, but they felt Morton was a relic of the past. They did not see it as a 'brand for me". This cohort wants to change the world but lacks the means to donate large sums. This generation understands that collective leverage = impact. IdeaThe idea was to show how the smallest things in life can make the biggest impact, like salt. We partnered with OK GO! who had a history of music videos that go "viral” to launch "Walk He" Walk" and create something as wonderous as the Morton Salt Girl, showing how even small things — like a 4.2-second music video – can have an incredible impact, called “The One Moment.”The video also highlighted various organizations making an impact in the world the viewer could become involved with, including Girl Forward, Project Art, The Thirst Project, Music Unites, and the Happy Organization, using interactive hotspots to learn more about the organization"in a “Walk Her Walk"Talks” series.The launch of Walk Her Walk gave millennials other ways to interact with the brand, including a Morton Salt Girl Snapchat lens and interactive bus shelter posters where they could step into her shoes and inspire others to do the same by sharing a picture of them holding the umbrella and uploading to social media.The result? &nbsp; A music video as wonderous as the girl.&nbsp; + Morton became more culturally relevant and re-engaged Millennials, reinvigorated the brand and increased dollar share across the portfolio, led by increased sales on premium lines 1. We made Morton famous! ‘The One Moment’ achieved over 55 Million Views across Facebook, YouTube, Video Networks and Media affiliate placements. Of those, 80% of all views were organic! Coverage related to ‘The One Moment’ achieved 1.1 Billion Impressions with 99% message pull-through.2. Morton became a fun brand to engage withThere were 2.3MM Facebook Engagements (reactions, comments, shares) of which 99.9% were positive across Facebook &amp; Instagram.We increased online brand conversation for Morton by 245% vs. the two months prior and 186% YOY for the same period. Of these conversations, 99% were positive. 3. We breathed new life into the Morton Salt GirlThe Morton Salt Girl Snapchat lens resulted in 32.8 Million engagements, 93% of which were sent to a friend. Even celebrities like Ariana Grande and Hillary Duff used the lens.Hundreds of people shared their ‘Walk Her Walk’ selfies with our outdoor posters on social media using the hashtag #walkherwalk.4. We won over the next generation of Morton consumers, Millennials!!Snapchat users 18-20 reported a brand lift of 19% and users 25+ increased brand favorability for Morton by +10% among those exposed to our content vs. control.Among Millennials who were exposed to the video, we received 232,500 positive reactions (99.9%) to the video consisting of 29K ‘Loves’, 21K ‘Wows’ and 476 ‘Hahas’.We increased total retail sales across the portfolio by 18%, or $4MM in incremental. &nbsp;A 9.5% increase in the number of Millennial Households purchasing Morton sales in less than 2 months.AWARDS: Cannes 2x Gold Cannes Lions: Design – Video / Moving Images;&nbsp;Digital Craft – Video / Moving Image. 1x Silver Cannes Lion:&nbsp;Film Craft – Production Design / Art Direction. 3x Bronze Lions: Film - Viral Film; Film Craft - Direction; PR - Social Influencer Communication &amp; Amplification One Show 1x Gold Innovation in Film/Online; 2x Bronze Pencils one in Music Video and Craft / Use of Visuals.&nbsp; Merit in Craft: Cinematography, Innovation in Moving Image, Innovation in Branded Entertainment, Direction. Clios 4x Bronze - Film Technique, Scripted Branded Entertainment, Branded Content Film, and Visual Effects.Press: Best Ads of the Year, Viral Ads of the Year, AdAge, Forbes, The Drum, Rolling Stone, The Wrap, The ChicagoistCredits: Janna Reddig - Pitch Winning Brand Strategy Director/Inter-Agency team lead and Max Arevou - Strategic Planner.&nbsp; Kara Coyle, Amy Gozalka, Liz Taylor, David Hernandez, Joe Sciarotta, and Gayle McCormick - Creative Leadership Team.&nbsp; Ron Kurian, Michael Myers, and Alexis Dixon - Media Team.&nbsp; Annie Gray, Paige Robinson, Katie Quinn, Elizabeth Donovan, Abby Inman - Client Account Services Team.&nbsp; Denise Lauer - Morton CMO (client).&nbsp; Addtl contributors - Ketchum PR and Code &amp; Theory, OK GO! (Film Direction/Production, Licensed Music). https://symbiotic-strategies.com/Morton-Salt-CSR-Erase-Food-Waste Wed, 22 Feb 2023 04:04:59 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Morton-Salt-CSR-Erase-Food-Waste Morton gets salty, and steps up to #erasefoodwaste <img width="1844" height="872" width_o="1844" height_o="872" data-src="https://freight.cargo.site/t/original/i/9c8169de6cc4c270da742988c57618a1eed4a4ce73a6aabc89b72929645b03ba/Screen-Shot-2023-03-06-at-8.56.43-PM.png" data-mid="170790021" border="0" src="https://freight.cargo.site/w/1000/i/9c8169de6cc4c270da742988c57618a1eed4a4ce73a6aabc89b72929645b03ba/Screen-Shot-2023-03-06-at-8.56.43-PM.png" /> https://symbiotic-strategies.com/Morton-Salt-Ice-Melt-Boot-the-Boot Wed, 08 Feb 2023 20:03:18 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Morton-Salt-Ice-Melt-Boot-the-Boot Morton Salt (Ice Melt) - Giving dogs their dignity back by freeing them from embarassing booties Boot the Boot...Pet Parents spare no expense for their fur babies, yet they strip them of their dignity come wintertime with embarrassing booties because they don’t know a safer ice melt is available. To make it worse, the veterinarians and pet influencers they rely on for expertise lack knowledge about the difference in ice-melt ingredients.IdeaMorton Safe T Pet Ice Melt launched a public service announcement for Pet Lovers everywhere to ‘Boot The Boot’ by pushing out an adorable, action-packed film-featuring adoptable dogs being freed from their embarrassing booties at the start of winter and distributed educational materials through pet influencers, vet offices and within native placements within articles and email lists related to pet care about the dangers of traditional ice melt.To make an even more significant impact, Morton Salt and the Truckee Humane Society partnered up to bring awareness and protect your dogs’ paws with Morton® Safe-T-Salt on slippery, snowy sidewalks and to help give dogs new homes (including the ones featured in the ad).Safer Ice Melt for Happy Paws! Morton® Safe-T-Pet is the vet-preferred ice melt for happy paws. Less irritation, more winter fun. Not all ice melts are created equal. Try Morton® Safe T Pet®, the only ice melt developed with and recommended by veterinarians so your dog can frolic free. It’s time to #BootTheBoot. The result? ‘Boot the Boot’ drove 8MM views overall and quickly spread to Pet Lovers everywhere - which was equally important as no paws are safe if neighbors use traditional ice melt. Video completion was 19% (above industry benchmarks55k views to the Boot The Boot website to learn more 84% of WAG Society engagements were organic and 41+% of AKC members opened email blast (&gt; 20% benchmark) and spent on average up to 3 minutes with native articles 25.7MM total impressions (1.8MM influencer impressions) 174K total social engagementsEngagement among Instagram Pet Celebrities like ‘Toby Little Dude’ and ‘The Bonaparte’ and WAG society outperformed Facebook and paid media on engagement (upwards of 10%) Credits: Janna Reddig Strategy Director; Max Arevou Planner; Amy Gozalka, Kara Coyle, and Liz Taylor Creative Team (Ogilvy); Ron Kurian Media Lead (NeoOgilvy); Paige Robbins - Account Lead <img width="1086" height="724" width_o="1086" height_o="724" data-src="https://freight.cargo.site/t/original/i/1fccac00ec272ff385566dcdb721ce23fc634a3ad0bc8cac6a19c4a1ef144f20/boot-the-boot-39-1086x724.jpeg" data-mid="169369541" border="0" src="https://freight.cargo.site/w/1000/i/1fccac00ec272ff385566dcdb721ce23fc634a3ad0bc8cac6a19c4a1ef144f20/boot-the-boot-39-1086x724.jpeg" /> <img width="1922" height="1358" width_o="1922" height_o="1358" data-src="https://freight.cargo.site/t/original/i/45333095583f32492c857fd0bfaf68dc6c7c0486b38453d772ae5412c5b9f967/Screen-Shot-2023-02-18-at-11.58.17-AM.png" data-mid="169620931" border="0" data-scale="93" src="https://freight.cargo.site/w/1000/i/45333095583f32492c857fd0bfaf68dc6c7c0486b38453d772ae5412c5b9f967/Screen-Shot-2023-02-18-at-11.58.17-AM.png" /> <img width="480" height="270" width_o="480" height_o="270" data-src="https://freight.cargo.site/t/original/i/0e0793061e9a0ffb06ab3e6ddd0f10e537eb777e6060eadb5b26f2c076c13cd8/MORTON-GIPH.gif" data-mid="169620877" border="0" data-scale="100" src="https://freight.cargo.site/w/480/i/0e0793061e9a0ffb06ab3e6ddd0f10e537eb777e6060eadb5b26f2c076c13cd8/MORTON-GIPH.gif" /><img width="600" height="592" width_o="600" height_o="592" data-src="https://freight.cargo.site/t/original/i/fc2f5daed99b48489fd72e7c35b14cf4be87162b138f92ed6553873f01b514cc/PIT-3-new-600x592.jpeg" data-mid="169620875" border="0" data-scale="40" src="https://freight.cargo.site/w/600/i/fc2f5daed99b48489fd72e7c35b14cf4be87162b138f92ed6553873f01b514cc/PIT-3-new-600x592.jpeg" /><img width="600" height="576" width_o="600" height_o="576" data-src="https://freight.cargo.site/t/original/i/7545d7ba1307564a9ba477d6de2f2f1a9545beec3a6933c64e3bec06ac43e7c4/Dog-Morton.jpeg" data-mid="169620876" border="0" data-scale="41" src="https://freight.cargo.site/w/600/i/7545d7ba1307564a9ba477d6de2f2f1a9545beec3a6933c64e3bec06ac43e7c4/Dog-Morton.jpeg" /> &nbsp; &nbsp; &nbsp;&nbsp; https://symbiotic-strategies.com/Morton-Salt-Pool-Salt-Aqualillies Wed, 08 Feb 2023 20:10:35 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Morton-Salt-Pool-Salt-Aqualillies Morton Salt (Pool Salt) - Get Back to Swimming featuring the Aqualillies <img width="1242" height="1552" width_o="1242" height_o="1552" data-src="https://freight.cargo.site/t/original/i/b06132504716e63646662797510f27ea8d882f762139b37907fa70bb60c16d04/Aqualillies_Morton.jpeg" data-mid="169369503" border="0" data-scale="53" src="https://freight.cargo.site/w/1000/i/b06132504716e63646662797510f27ea8d882f762139b37907fa70bb60c16d04/Aqualillies_Morton.jpeg" /> Get back to swimming... Despite taking enormous pride in owning a saltwater pool, many owners are not confident enough to maintain it for fear of “messing it up.” Instead, they outsource to and rely on “the pool guy” or confer with “pool experts” at specialty stores to ensure their saltwater poo provides the premium experience they desire and have paid for. Given this behavior, consumers were not seeking out premium pool products in the places where they regularly shop – such as Lowe’s and Home Depot – two places where Morton is stocked. Morton, therefore, needed to position itself as the expert in pool care/salt for saltwater pool owners that could provide the premium experience consumers desire whenever they are maintaining their pool. Idea Enlist the world-renowned Aqualillies dressed as Morton brand Synchronize Swimmers to do the work for us. Utilizing our crucial brand assets of the girl, her umbrella, and our vibrant color palette, we dressed them as Morton-branded synchronized swimmers. Through their performance of synchro, we communicated the benefits of the new product like softer hair, softer eyes, and more time swimming due to our faster-dissolving salt. The video served as a stunning benefit visualization for the development. It blew engagement benchmarks out of the water, personifying why we’re the premium choice that performs while blowing engagement and brand lift benchmarks out of the water.&nbsp; A complimentary shopper program also trained in-store associates about the benefits of Professional’s Choice, enabling them to act as advocates on our behalf. Additionally, we put our product in the hands of our consumers to allow them to see the primary benefit of our product – fine-grade salt for quicker dissolving – which ultimately will enable them to get back to swimming quicker; the goal for a family looking to enjoy their pool... To do so, Morton created a bold and engaging digital video featuring synchronized swimmers to make consumers aware of their Professional’s Choice Pool Salt, personify the premium qualities of the product (product visualization), and showcase that Morton understands could provide the exceptional lifestyle of salt water pool ownership. The result? 6.1MM video views and 35.3MM impressions (12.4MM via social).&nbsp; On average users watched 82% of video contentDespite the introduction of a cheaper competitor into the category that has rocketed to a 25% market share (Clorox), Morton saw a 285% increase in sales YOY in DIY channels. Youtube Brand Lift Study: 16% uplift in brand favorabiliy: 18% increase in purchase intent. Walmart loved the video so much, they asked if they could run it on their in-store screens for free - despite not stocking the premium product featured!! Sources: Morton Sales Data, Youtube Brand Lift Study Additional content created for the website: Credits: Janna Reddig - Strategy Director; Max Arevou - Planner; Sterling - Creative Lead (Ogilvy); Ron Kurian - Media Lead; Paige Robinson Account Lead. https://symbiotic-strategies.com/Morton-Salt-Next-Door-Chef Wed, 22 Feb 2023 03:57:14 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Morton-Salt-Next-Door-Chef Morton Next Door Chef - Unlock Your Inner Chef Unlock your inner chef...Consumers view Morton as simply table salt. They are unaware that Morton offers any other salt than just traditional table salt and therefore don’t consider Morton for any of their premium salt needs. (Focus Groups, Brand Tracking study and despite the fact Millennials being coined the most significant food generation: obsessed with where their food comes from, the hottest restaurants, and celebrity chefs – they don’t understand the importance chefs place on cooking with premium salt or give Morton credit as being ‘used by chefs’. (Morton Brand Tracking Study) and although they are interested in learning how to cook, they don’t feel confident they have the tools or know-how. (Mintel Cooking Enthusiasts Report)But what if knowing how to use different salts, such as Kosher, Coarse, and Fine Sea Salt, could unlock the inner chef in home cooks and give them more confidence?IdeaCreate a 3 part-branded content series in Chicago, Nashville, and NewOrleans, where Morton paired a typical millennial with an acclaimed Chef to educate them on the benefits of Morton Kosher, Coarse, and Sea Salt to enhance their cooking skills through a culinary experience that transforms their apartment into a 5-star restaurant for one night. The result? 9.1MM views and 100+MM impressions Awareness of Variety of Salts increased: 6% increase in Kosher unaided brand awareness and 2% increase in sea salt aided brand awarenessAwareness of Product Attributes: 9% uplift in “seasoning meals while cooking” for Kosher, 6% uplift in “salting food precisely” for Fine Sea SaltPurchase Intent: 8-11% purchase intent for Sea Salt and Kosher 9+% increase in “worth paying more for” (:15s) and 11% uplift in “is high quality” vs 35-44 year olds.Brand favorability: 15+% uplift in Kosher Brand Favorability and 10% uplift in Sea Salt favorability Expertise: 10% increase in “used by chefs” (:15s) (Milward Brown Digital Brand Tracking Study)&nbsp; NASHVILLE: NEW ORLEANS: CHICAGO: Credits: Janna Reddig - Strategy Director; Max Arevou - Planner: Jimmy Pardi, Isaac Pagan, Michael Franklin - Creative Leads; Abby Inman - Account Lead; Katherine Fliess - Experiential/Production https://symbiotic-strategies.com/Maker-s-Mark-The-Mark-of-the-Maker Sun, 29 Jan 2023 21:03:47 +0000 Symbiotic Strategies https://symbiotic-strategies.com/Maker-s-Mark-The-Mark-of-the-Maker “The Mark of the Maker” Character is a casualty of modern life...&nbsp;...In a world a world full of algorithms and machines, character is the casualty of modern life.&nbsp; Yet, Maker’s Mark Whisky still operates as inneficiently as they always have to ensure the quality and distinctiveness of Maker’s.&nbsp; Every barrel is still rolled by hand, every bottle hand-dipped, and every label hand-cut.&nbsp; Makers a certified B Corp sources every ingredient within just a few miles of its distillery, and every drop of water that goes into its whisky comes from the Maker’s Mark lake.Maker's Mark is still one of the things left that is handmade and full of character. &nbsp;From streaming video to experiential, we created a new rallying cry for the brand to protect character in the world by taking it out of hiding... <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/a31e06e75f478073c264af67baed16a40b55f7429213ad17eb9c9075fe4c263b/BottleDip.jpg" data-mid="166544042" border="0" data-scale="68" src="https://freight.cargo.site/w/960/i/a31e06e75f478073c264af67baed16a40b55f7429213ad17eb9c9075fe4c263b/BottleDip.jpg" /> <img width="1200" height="630" width_o="1200" height_o="630" data-src="https://freight.cargo.site/t/original/i/d48b06d46fd7eea2fbb4bb105718ce9cbb3a17d8867cb3ff84191a9d85650b02/Hand-Dip-Master.jpeg" data-mid="166556846" border="0" src="https://freight.cargo.site/w/1000/i/d48b06d46fd7eea2fbb4bb105718ce9cbb3a17d8867cb3ff84191a9d85650b02/Hand-Dip-Master.jpeg" /> <img width="1200" height="630" width_o="1200" height_o="630" data-src="https://freight.cargo.site/t/original/i/d48b06d46fd7eea2fbb4bb105718ce9cbb3a17d8867cb3ff84191a9d85650b02/Hand-Dip-Master.jpeg" data-mid="166556846" border="0" src="https://freight.cargo.site/w/1000/i/d48b06d46fd7eea2fbb4bb105718ce9cbb3a17d8867cb3ff84191a9d85650b02/Hand-Dip-Master.jpeg" /> <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/ee39a3f815f6f67ec1925054878315a1678d7138677748a4c9c0b6fc45ca963b/Barrels.jpg" data-mid="166557441" border="0" data-scale="90" src="https://freight.cargo.site/w/960/i/ee39a3f815f6f67ec1925054878315a1678d7138677748a4c9c0b6fc45ca963b/Barrels.jpg" /> <img width="1306" height="870" width_o="1306" height_o="870" data-src="https://freight.cargo.site/t/original/i/8f036087089c1371d54819ebe148c516e22e0232ab2f4bf42cfa9c4dd611f990/Emily-Dip.jpg" data-mid="166658740" border="0" src="https://freight.cargo.site/w/1000/i/8f036087089c1371d54819ebe148c516e22e0232ab2f4bf42cfa9c4dd611f990/Emily-Dip.jpg" /> <img width="520" height="672" width_o="520" height_o="672" data-src="https://freight.cargo.site/t/original/i/90eda13cc80abbea67fc51caf1d44c885149f08e76d9f759e72740631c21f04b/Renee.jpg" data-mid="166658744" border="0" src="https://freight.cargo.site/w/520/i/90eda13cc80abbea67fc51caf1d44c885149f08e76d9f759e72740631c21f04b/Renee.jpg" /> <img width="532" height="558" width_o="532" height_o="558" data-src="https://freight.cargo.site/t/original/i/cf49409ccf7307fd623a82feab6a3973d16e064443fcd8a2c22ac370e5ad1c11/Australia.png" data-mid="166659979" border="0" src="https://freight.cargo.site/w/532/i/cf49409ccf7307fd623a82feab6a3973d16e064443fcd8a2c22ac370e5ad1c11/Australia.png" /> <img width="1306" height="870" width_o="1306" height_o="870" data-src="https://freight.cargo.site/t/original/i/978dfe4b5ad7f20873b2ea6ecfafe27bfd85ce8e48867359186ee24e05c58b09/Oak-Bunk.jpg" data-mid="166658743" border="0" src="https://freight.cargo.site/w/1000/i/978dfe4b5ad7f20873b2ea6ecfafe27bfd85ce8e48867359186ee24e05c58b09/Oak-Bunk.jpg" /> <img width="1087" height="803" width_o="1087" height_o="803" data-src="https://freight.cargo.site/t/original/i/b9bff9d947af0c63ecc3f7ee2a916442fb4c7772383a60352fca9f83f7e168a2/London.png" data-mid="166660040" border="0" src="https://freight.cargo.site/w/1000/i/b9bff9d947af0c63ecc3f7ee2a916442fb4c7772383a60352fca9f83f7e168a2/London.png" /> <img width="1306" height="870" width_o="1306" height_o="870" data-src="https://freight.cargo.site/t/original/i/295516bc1fd84deeb1201efc941dac024402b6beb5ee00889df8283803e3e586/Labels.jpg" data-mid="166658741" border="0" src="https://freight.cargo.site/w/1000/i/295516bc1fd84deeb1201efc941dac024402b6beb5ee00889df8283803e3e586/Labels.jpg" /> <img width="1126" height="638" width_o="1126" height_o="638" data-src="https://freight.cargo.site/t/original/i/8feed5401cd259302c5fee5b6ef8ebe05b0a466ac5b4a7f996f7e21ed85ae3d6/LA-Billboard.png" data-mid="166660114" border="0" src="https://freight.cargo.site/w/1000/i/8feed5401cd259302c5fee5b6ef8ebe05b0a466ac5b4a7f996f7e21ed85ae3d6/LA-Billboard.png" /> <img width="2160" height="1200" width_o="2160" height_o="1200" data-src="https://freight.cargo.site/t/original/i/e593b8d612e1becdd5d280bdddf91be5d240fcaa9f2efc4db62510ecd83a56b1/Makers_Mark_corner_Murals_2160x1200.jpeg" data-mid="166556761" border="0" src="https://freight.cargo.site/w/1000/i/e593b8d612e1becdd5d280bdddf91be5d240fcaa9f2efc4db62510ecd83a56b1/Makers_Mark_corner_Murals_2160x1200.jpeg" /> <img width="1306" height="870" width_o="1306" height_o="870" data-src="https://freight.cargo.site/t/original/i/de1546be336266879230e6bbc1441b53986b05d941fcdf815991ab605ff7e5db/Margie.jpg" data-mid="166658742" border="0" src="https://freight.cargo.site/w/1000/i/de1546be336266879230e6bbc1441b53986b05d941fcdf815991ab605ff7e5db/Margie.jpg" /> The Mark of the Maker launched across the globe with increased support in Australia, Germany, the UK, and the US. The brand point of view went beyond standard ad formats and transformed how the brand showed up in handpainted billboards, sports sponsorships, and TV integrations. Above: Handpainted billboards in NY, LA, and SF. Above: “Made by Hand” a partnership with Chefsfeed and 5 chefs whose passion for working with their hands extends beyond just cooking. <img width="2156" height="2624" width_o="2156" height_o="2624" data-src="https://freight.cargo.site/t/original/i/9f34221b02914ab869127b293f4e24194cfd97757789f94ac50400823342935e/Makers-Mark-Breeders-Cup.png" data-mid="166557004" border="0" src="https://freight.cargo.site/w/1000/i/9f34221b02914ab869127b293f4e24194cfd97757789f94ac50400823342935e/Makers-Mark-Breeders-Cup.png" /> The Mark of the Maker through the lens of Breeders Cup; The Mark of the Maker adapted for LA Lakers jumbotron ad Ironically, in the span of 12 months Kitchen Aid launched a campaign coined “The Marks of Making” with parallel verbiage to Maker’s Mark.&nbsp; Instead of battling the message, we joined forces and celebrated Maker’s everywhere the week of Thanksgiving, creating a batch old fashioned cocktails and recipes using their iconic red mixer.&nbsp; The conversation between the two brands exceeded expectations and the social benchmarks for the brand. As a result, the Mark of the Maker campaign and the engagement and incremental reach generated innovative partnerships and branded content, 2018/2019 resulted in the most effective communications on the brand ever.&nbsp; The 2018 brand plan won Suntory’s “Yatte Minahare” Best Vision Into Action award.Credits: Janna Reddig, Director of Integrated Marketing Communication; Gigi Dadan, VP Global Marketing; David Campbell, VP IMC; Nathalie Philips, US Brand Director; Sean Thonson, Director/DP beautifully captured our distillery and Star Hill Farm.&nbsp; Music by Moon Taxi “Good as Gold” track secured by Samantha Parvin Inc, and Scarlett Johansson as V/O (Octagon); Creative Agency: Doe Anderson