MY WORK
JUICY FRUIT RELAUNCH​
Relaunch of Juicy Fruit brand positioning and new Sugarfree product launch.
Successfully supported re-launch of Juicy Fruit brand with new positioning and product launch in a new form (pellets) and packaging, growing the brand over 200% vya, more than doubling share and reversing double-digit decline.
HUBBA BUBBA RELAUNCH​
Successfully launched a major Kid’s targeted initiative that resulted in +90 % growth in the Hubba Bubba brand within the first year.
Completed strategic positioning work for Canada with agency that resulted in the creation of TV creative with spokes-characters that won 2005 Cassies Award - Certificate of Excellence for Packaged Goods Food.
The characters were subsequently chosen as the global spoke-characters by Character Lab. TVC was adapted by Australia and China with impressive results.
EXTRA GUM "TRAINING DAY" TV SPOT
Implemented and executed final execution on Extra Launch (new envelope packaging). With TV campaign to support new packaging launch.
BLACK DIAMOND SNACK CHEESE PORTFOLIO
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Maintained leadership in category, building strategic and creative marketing plans including:
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Updating a bilingual packaging
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New breakthrough creative
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Launch of new snack cheese products; Funcheez, Black Diamond portion packs in a netted bag, funcitional DHA positioning on Cheestrings
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Creative promotions and programs partnered with movie and sports licensing
desiFEST
desiFEST is Canada's largest outdoor South Asian concert. Our vision is to create mainstream opportunities for South Asian and South Asian inspired music. Through desiFEST, we are helping to strengthen local communities, inspire youth and support the ARTS community in Canada