On Strategy Showcase

Liquid Death is an irreverent brand that contradicts almost every convention of marketing. It’s simply drinking water, but packaged differently and marketed uniquely with the tagline “Murder Your Thirst.” 

In his latest book “Future Demand," James Hurman suggests we start using the language of business to build the case for investment in harvesting both existing and future demand.

The amazing planning story behind Fallon's win over Chiat Day for the Citi account: one that resulted in the best un-bank-like advertising ever. And it would never have happened if not for two guys on a speakerphone.

The first in our new series on classic campaigns. DDB used a comment from an AVIS employee to turn what many considered a weakness into a highly relatable strength. 

Coming out of lockdown, the convenience store brand, faced with a dramatic reduction in store visits, used products and subcultures as distinctive brand assets to expand its share among those whose idea of “convenience” had changed. 

The name change from Uncle Ben's Rice to Ben's Originals was a response to claims of racial stereotyping. The subsequent campaign is a masterclass in strategic thinking that grew household penetration 20%. Because doing what's right is also right for business.

Skinny Mobile, originally a youth brand, needed to explore a way into the general market to return to growth, but brand perception got in the way. ColensoBBDO and their client share the award winning strategy that flipped a negative, with "Skinny will do anything to keep prices low and customers happy."

After decades of “Choosy Moms Choose JiF,” how could a brand your mom served you as a kid now be the brand you choose for yourself? Publicis, New York shares the strategy story behind "That Jifing Good."

The New York Times was targeted as "fake news" by the previous administration. This was their award-winning response and what led to record breaking subscription levels.

With financial advisors resisting recommending the brand to clients, this is how an inventive idea reframed its value. A great B2B2C case.