Wrote the first website that introduced this game-changing rheumatoid arthritis drug to millions of consumers. See website.
Launched the Colonel's Rotisserie Gold, Kentucky Nuggets, Char-Grilled Chicken. Wrote product concepts. Attended focus groups. See comercials.
Wrote the intro campaign for the first facial moisturizer with a sunscreen, developed as an adjunct treatment for Retin-A users. See print campaign.
National TV and print campaign for a new line of Kodak single-use cameras. Commercials worked so well, they were overdubbed for Europe.
Wrote a step-by-step Activation Guide that turned over 9,000 bottler employees into the largest one-day sampling army in Pepsi history. See video.
The Wall Street firm's entry into the IRA market. Core message: Treat your IRA like an investment, instead of a bank account. TV, print and radio.
Helped to define a new angalgesic pain reliever when ibuprofen, the active ingredient, switched to over the counter. Intro TV storyboards.
TV launch of the House of Tsang Stir Fry Sauces. Concept development included researching a line of pre-packaged dinners.
Over 10 years of BTL intro campaigns and line extensions. Bulleit Bourbon, Crown Royal, Smirnoff, Guinness and many others. See examples.
Launch of Procter & Gamble's new fat-free cooking oil Olean (Olestra) for Frito-Lay snacks. $400 million in first years sales. See commercials.
Introduced Chef Boyardee's new line of single-serve microwave meals, as well as kids pasta best-sellers: Dinosaurs, Tic Tac Toes and ABC's & 123's.
Concept and focus group work researching new variant opportunities. Shot and tested dozens of spots for Aquafresh whitening toothpaste.