Keep a Good Thing Going / The Naked Turtle White Rum
Challenge: With a smaller distribution footprint and budget, how can we set the brand apart from its larger competitors?
Insight: With rising uncertainty in modern times, the notion of a brighter future has never been more important to millennials.
Objective: Show how the Naked Turtle White Rum represents optimism in unlikely places.
Subscription Brand Experience
PUMA
Whether the audience is new to the brand or a seasoned enthusiast, we want them to be excited.
What needed to be solved: The PUMA brand needs to stay competitive while expanding the way their users experience the brand's apparel and culture.
Insight: Users are more likely to be decisive within a smaller range of choices because too many choices dilute focus.
Solution: Develop the look and feel of the PUMA brand subscription service and a campaign that will generate users.
No two PUMA enthusiasts are alike, so it made sense to offer more than one monthly option.
Subscription tiers include perks, such as a branded fitness tracker, VIP card for events/discounts and a subscription management app.
Brand enthusiasts can earn trial certificates at sporting events and PUMA functions to experience the benefits of a subscription. The intention is to provide a positive experience in order to gain advocates for the service and brand.
Role: Art Director, Strategist, Video Editor
Teammates: Kacy Charles, Sean Feol-Baugh, Fidel Frias, Julianna Geh and Carol Hwang