ROBITUSSIN NATURALS
MY ROLE:
Brand Strategy
Visual Brand Development & Implementation
Creative Direction
(Experience Design: Digital Advertising, Traditional Advertising, E-commerce, Shopper Activation, etc.)
Print Production
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From the development of product concept through the product launch and the development and implementation of an omni-channel marketing campaign, I directed multiple internal and external teams to launch
Robitussin's first 100% drug-free line of cough products. Together,
we created a toolkit of visual assets, marketing strategies, and
templates to leverage Robitussin's seventy-five years of consumer
trust and emotional equity while speaking to a new audience of consumers looking for natural relief.
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Online Video
In addition to a full array of traditional advertising assets (TV, print, shopper activation, etc.), we created a robust library of digital online videos and social animations to educate consumers regarding the ways ivy leaf and honey provide substantive relief from coughing.
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National Commercial
At the time we filmed a national TV campaign commercial, the world was reeling from the devastating COVID-19 pandemic. The US, in particular, was recovering from a long lockdown, and filming within the country was cost prohibitive. So, our commercial was filmed in Spain, and I directed the shoot virtually.
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