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FlavorX

Backstory: Flavorx had been highly successful in providing flavorings for children’s medicines and had developed a range of flavorings for the veterinary market to make medicines palatable to animals.

Situation: Their research had shown that a very lucrative market was the pet industry and the difficulty in getting “pets to take their medicine.” They wanted to market this flavoring kit via veterinary product representatives to vets worldwide.

Creative Solutions: Giving the vets a sample seemed an obvious way to get the product into the hands of the vets – the flavors would be purchasable through representatives that dropped off the samples. The kit would include POP display posters as well as the flavorings. We developed a ‘sampler leaflet’ that provided a small vial of one of the flavors, like a perfume sample card. (Shown here).

20 of the sampler leaflets would then be placed in a Flavorx branded box to provide the veterinary reps with a supply to hand out to their veterinary customers. A branded calculator was included in each box as a gift for the veterinary reps. The promotion proved extremely popular with both the veterinary reps and the vets.

Using the visual approach and marketing messages from the sampler, a trade show display, an advertising campaign to appear in veterinary magazines and a poster campaign for veterinarian waiting rooms to increase product awareness among pet owners was developed.

Flavorx, which had been sending their vets a small monthly newsletter took our direction and created a full-fledged four-color quarterly news magazine featuring success stories, follow ups, “how-tos” from other vets and “letters to the editor.” This quarterly newsletter became their number one sales tool.

Results: Sales skyrocketed;  the popular “Flavorx” is now available at vets throughout the country.

(Gary James/Patrick Ind, creative/ art directors; Gary James, lead copywriter (ads), Patrick Ind, POP/newsmagazine; Jamie Stockie, graphic design)
Tim Kenny Marketing, Bethesda, MD; ICBM, Washington DC

POP | Branded promotional items | Trade show display | Newsmagazine | Posters | Print advertising |

Prime Ribbing Final Performance Audience

 

Just a fun clip of the excitement of the final night performance of “PRIME RIBBING: A Newsical Revue,” which ran May 31 through June 18th in Asheville NC. I worked with them in doing their collateral materials, Artist Susan Meyer created the cow for me, and Jamesgang produced the poster and program book. We also helped get the word out with creating a Facebook page, posting weekly and sending out Tweets to some of Asheville’s best bloggers, such as AskAsheville, Ashevegas, BlogAsheville and others. All great fun.

 

 

Smithsonian Institution (proposed)

Creative Direction | Copywriting | POP | Outdoor | Print

This was a campaign created for the entire Smithsonian Institution.

From high praise from the Freer and Sackler’s Director of Public Relations – based on their research on the success of the “Zen in the City” campaign –  we were given a chance to pitch the new “Business Ventures” division of the Smithsonian Institution.

The concept was simple: Instead of trying to show everything, choose iconic images from the various museums and feature in bus shelters, on the metro, postcards, print. I created the campaign off the ad I had created for the “Be A Tourist in Your Own Hometown,” citywide campaign just one month after the horrific attack in New York and on the Pentagon.

My tagline, “16 museums, galleries and the National Zoo” was to remind people that the Smithsonian Institution wasn’t just one building. And because each ad represented something special to “wrap ourselves in” I added “Wrap Yourself in America” to bring us all closer together.

As the story goes, this was a campaign that was “ours to lose,” which we did. We’ll leave it at that for now.

I personally think it is a fantastic campaign. So did the Smithsonian.

(Sorry, don’t have larger shots. Still searching old backups)

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Kermit at the Museum of American History

Kermit at the Museum of American History

 

ALIS_Gloves

Ali’s Boxing Gloves at the Museum of American History

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Dinosaur Bus Wrap to “follow” to the Museum of Natural History

To visit the Air and Space Museum