Monthly Archives: May 2018

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Category : News



Pop Rocks rebooted and improved

Vid starter

The key to the BreathRox campaign is very simple.

Nostalgia… A strong yearning for something lost from childhood.


What’s the #1 rated Candy that’s near impossible to find?


You’ve heard of them before. In fact, you have literally heard them. POP ROCKS didn’t just explode in your mouth, they exploded into your childhood with an exciting explosion of candy. The company’s success mirrored their explosive product, selling over 500 million packets in an 18- month period, before eventually having to shut down production in 1983.


But why?


Rumors of exploding stomachs were tough on POP ROCKS (sheesh), and this caused a big decline in sales. Almost as fast as they took over the market, POP ROCKS unfortunately had come to a swift end. However, eventually enough people demanded the return of their favorite fizzing candy that POP ROCKS obliged them and rereleased their candy in over 10 different flavors.


They are making a huge comeback…


The classic American candy that made a name for itself by causing explosions of fruity flavor in your mouth is now back and better than ever.


This patented formula has been reformed to give you BREATHROX!


BreathRox has taken this now public formula and added a NEW SECRET that will make you fall in love with it….and possibly other people (hint hint).


Using the power of Zinc, BreathRox targets the bacteria in your mouth that causes bad breath and takes care of it at the source. Other breath freshening products simply mask the smell, only to have it return an hour later. BreathRox keeps your breath smelling fresh for up to 5 hours!


It doesn’t end there. Through our curiosity and a little ingenuity, we discovered that BreathRox can actually be used for low calorie mixed drinks. Replace any of the high calorie sugar based ingredients with BreathRox for a sweet low calorie cocktail. The basis of Breathrox is Sucralose which is an artificial sweetener and sugar substitute. The majority of ingested sucralose is not broken down by the body, so it is noncaloric. This means you still get the delicious flavor without all the calories of sugar.


BreathRox was discovered through the HSN shopping network (then under a different brand name), where at the time it was being sold by Orthodontists as a combatant to bad breath. When Big Baby saw this, we realized it was so much more. We saw a chance to sell human connection. At the end of the day that’s what BreathRox is offering.


Not only will BreathRox solve your bad breath woes, but it goes so much deeper to bring you and your friends back to a time when everything was simpler. Bring back the memories of your childhood days and the nostalgia that goes with it.

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Go Pro

Category : News

Go Pro

An American Phenomenon

Ron Lynch and client Nicholas Woodman, (CEO Woodman Labs- GoPro) spent tireless hours in meetings, on the phone and on Skype developing and articulating the strategy, messaging, creative plan and media plan that helped GoPro launch.

The ideas developed in the Spring of 2008 eventually helped grow GoPro from only 600k in annual sales when they met to an over 660M giant in sales today (2015 numbers).

Key Strategies

 The number one strategy was to turn the point-of-view towards the user twice in every commercial spot to connect in the consumers mind the vanity proposition the product offers and encourage YouTube and Facebook use.  We showed consumers they could put themselves on Facebook and “Be A Hero.”  People’s “look at me” nature became the best marketing tool in the world. There were other action cameras coming up as competitors all shooting pretty good point-of-view action footage. “This idea of turning the camera around in the creative was only done by us. It killed the competition.”- RL

Without the budgets for big name athletic celebrities or huge spotlight media we came to the second key strategy by necessity. All GoPro advertising content initially was actual consumer footage that folks were uploading to the web or to the GoPro page to impress the company. This became content and some of it was weird. We had crashing flat bottom speedboats, trout biting fly lines, even Nicholas in his own racing car.

The second strategy was to use specific smaller scale sports related channels and select creative to match i.e. skiing on ski channels, fishing on fishing channels, extreme sports on X-Channels.  Eventually sales exploded and talent like Shaun White, Kelly Slater and Tanner Faust were recruited to help boost sales.

The third strategy was to create a web-driving contest to encourage consumers to visit the website and enter to win free products, then become consumed in content and purchase. This contest strategy allowed purchase of remnant media, including remnant Super Bowl media. These tactics were developed and utilized 2008-2013.

A brilliant marketer and spokesperson for his brand, Nicholas leveraged his PR team to earn him a segment on 60-minutes in early 2014 to ensure he would appear in front of his next target consumer, the global investor. The company went public in June of 2014 and enjoys a current valuation of 2.5 billion.  It was fun to play a valuable role in this strategic launch where the outcome so eclipsed everyone’s expectation.

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Samsung Powerbot

Category : News


The Samsung Strategy

In the design of this campaign, the goal of selling the product is always there, we are a transaction driven advertising form. Our execution began with pricking the consumers conscious with a question we knew with which we were in control of the answer.

Rather than ask “Hey, would you like to buy this vacuum?”, we asked a much more effective question.

“When you come home would you prefer to relax…. or clean the house?”. 

That’s an easy choice. The answer is yes…relax. Paired with the footage that sets up the benefit…the customer wins.

Since the first airing of the Jetsons in 1962, everyone has dreamed of having their own Rosie. A robotic maid that’s always there, happy to clean up the mess while you relax. This is exactly the sort of lifestyle we sold with the Samsung Powerbot. There’s nothing like coming home to a freshly cleaned house.

An existing competitor had early market entry and purported to deliver on that promise. We simply went to gently prove that they were neither a vacuum cleaner or a robot. 

Through simple demonstrations and examination of the devices side by side the viewer must come to the same conclusion. The existing competitor at that point was a rather randomized, mechanical floor sweeper.

This opened the door for the dialogue about superior technology and trust. Samsung wins every time.

This intelligent design of the Powerbot really does give it the feel of an intelligent robotic maid.  

For their marketing campaign, we gave out models of the Powerbot to multiple families to try it. What we found was very interesting. Many of the families actually took to naming their Powerbot as if it really were their own Rosie from the Jetsons. 

Suddenly the Powerbot wasn’t just another cleaning appliance, it was practically a part of the family. 

The company had successfully fulfilled the promise of the Jetsons to the modern family. We simply had to illuminate the actual solution had finally arrived…and from a manufacturer from whom you have most likely successfully purchased from. Samsung is ubiquitous with quality technology.

The strategy around being second to market is not easy to grasp always. If you would like insights into how you could potentially market to an existing category we are the experts.

We have helped our clients create millions of measurable transactions totaling billions in revenue and brand value. Please e-mail us. We’d be happy to talk.