“CHANGE THE GAME”
Cultural Insight: Tequila is the new vodka.
Brand Assets: Masculine bottle, authentic taste, and the only 100-proof silver tequila available.
Growth Strategy: 1800 is the man’s man tequila. “Change the Game”, featuring Michael Imperioli, repositioned 1800 as the brand for serious tequila drinkers.
As a Result: 1800 Silver sales +41.6%.
“WORLD’S FASTEST NUDIST”
Cultural Insight: Consumers were looking for ever more e-tailer options beyond Amazon.com
Brand Asset: Fast delivery, free returns, and great service made Zappos the most popular website for purchasing shoes,
Growth Strategy: Introduce Zappos as a purveyor of a wide variety of clothing beyond shoes The “World’s Fastest Nudist” campaign.This anti-hero character was promoted through social media: Twitter, Youtube, Vimeo, and Tumblr, and was featured in the NY Times and on CNN.
As a Result: The WFN became a social media sensation. Zappos’ clothing sales are +10%, representing their fastest growing product line.
