Summary Our group was asked to reinterpret the Clorox 2 brand. The second brand launched by the company but always in the shadow if its more widely recognized sybling.
Our Approach We looked at the heritage of the brand and how it evolved and how the product became associated with color. This drove us to examine the products relationship to color and how this relationship was confusing the customer.
Our Solution We encouraged them to embrace their colorful side via a concept direction called live in white, dream in color. Pointing out key findings such as the work color within the Clorox name and several other ways to change to conversation around Clorox 2 into one that shared color and made it part of the brand DNA.
Summary How do you generate incremental growth within a category you already dominate? As the leader in the water filtration category Brita produces a range of products that provide clean healthy drinking water. Our engagement revolved around giving the brand a lifestyle and defining new customers, new products and new ways for Brita to engage.
Our Approach We looked at the brand from a fashion and beauty lifestyle perspective. How can we create products for every stage of life and every member of the family. Our first task was to provide a brand positioning deck that outlined the overall platform of the Brita Life a creative strategy that says that each Brita product should compliment your day to day life.
Our Solution From branding to innovation and new product development we worked behind-the-scenes to help deliver growth and new customers. Our trend forecasts and analysis, brand books, product designs, brand extensions, is high-concept inspired by design. Our group has delivered on products in collaboration with Target, new packaging and fresh brand positioning and customer profiles that are helping to transition them into a world class lifestyle brand.
Summary Journelle is a lingerie brand that launched in 2009. We developed a series of videos to help define the different personalities of the Journelle girl. The videos were used for promotion as well as played in-store to enhance their unique fitting-room experience.
Result After a well-received launch, the brand opened stores nationwide including cities such as New York and Miami.
Portuguese telecommunications company NOS asked PWG to provide creative direction for a new advertising campaign. Picking up the theme of a great adventure in time and space we provided a complete series of images and mood boards to inform the creative and ultimately drive the completed 2:00 advertising spot set to the music of Queen.
By looking at all aspects of the brand’s aspirational customer we were able to craft a unique world to inhabit — from a Marie Antoinette garden party, french nouveau cabaret, traditional carnivale, to contemporary street-mob dance scenes representing the infinite possibilities offered by the brand technology.
The final commercial increased brand awareness and established a new visual identity for the this cutting edge telecommunications company.