kennedy creative portfolio
Post on 19-Oct-2014
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Kennedy Creative is a diverse network of creative consultants specializing in brand creation, package design, identity systems and promotional materials to meet your design and marketing needs. We have a large talent pool that enables us to hand pick the best project team for you. With so much flexibility, Kennedy Creative always delivers high quality creative work to meet your marketing objectives every step of the way from project initiation, to category review, to creative concept generation, through artwork completion. Kennedy Creative has helped many companies build their business through stronger, more effective branding and package design, and we’d love the opportunity to work with Abbott Nutrition International. Attached is a PDF of a few pages from our portfolio book for your review. If you have any questions about Kennedy Creative’s services, please feel free to call or email me. I will follow up with a few more of our case studies and/or a phone call within the next week or two. Don’t forget to check out our website at www.kennedy-creative.com for more exciting details about Kennedy Creative’s services and success stories! Sincerely,TRANSCRIPT
KENNEDYCREATIVEstrategy + design
for high growth brands
WHAT WE DOOur passion is branding, our history is creative packaging and our focus is your brand.
We research, create, build, direct, revitalize and manage brands. Our approach is
straightforward. We partner with our clients. We embrace strategies, are mindful of
processes and understand the importance of big-picture solutions. Bottom line - we love
what we do. We choose to work because we find it rewarding, enjoyable and satisfying,
and so do our clients.
HOW WE DO ITThe structure of Kennedy Creative is pared down to the essentials. Our managers
assemble and direct a creative team that is uniquely customized to your needs. They
maintain focused discipline on project objectives, schedules, and budgets. We combine
experience with enthusiasm to create the best possible solution for you and your brand.
BELIEVE ITWe are so confident in our ability to provide the best strategic solutions for our clients that
we have developed a simple way of walking-the-walk. The Kennedy Creative Guarantee:
We will deliver beyond your expectations or we will work for no fee until we do. Period.
cincinnati . new yorkKENNEDYCREATIVEstrategy + design
for high growth brands
WHO WE ARE Our firm, Kennedy Creative, was started 18 years ago and brings over 75 years of
Consumer Packaged Goods (CPG) experience to our clients. We specialize in identifying
and leveraging the unique benefits brands offers to consumers. Our research, strategy
and award winning design have helped our clients build their high growth brands.
To us, bureaucratic layers stifle ideas, add complexity and prevent clients from getting
the full attention they deserve.
As a result, Kennedy Creative has eliminated unnecessary obstacles, allowing us to focus
on the target - successful solutions for our clients. We respond quickly and are flexible and
innovative enough to exceed expectations, both around the corner and across the continent.
We pride ourselves on excellent customer solutions. Our goal is to tap our vast resources
of experienced creative thinkers - to not only produce solutions that go beyond expectations,
but produce maximum results in the marketplace. Our network of creative talent is directed
by managers with the know-how to get the results our clients demand.
1
research/strategy
LOYALTY PROGRAM
Devised, wrote, developed, created and
analyzed a personalized loyalty program to
help retain and “build wallet” of PNC’s high
net-worth customers. The results were a
dramatic 67% return on our questionnaires
and 8% improvement in customer retention.
PRIVATE LABEL
Extensive consumer research drove these
dynamic redesigns of Kroger’s premium
Private Selection line and Kroger brand coffee.
Private Selection Coffee: Generous use of color
and metallic gave this line an international travel
feel. Original oil paintings used as backgrounds
provided an appropriate premium attitude.
Kroger Coffee: Created an inviting and
easy-to-shop brand look that resulted in a
repositioning on store shelves.
CLuB STORE
Developed a cost effective system that
optimized current retail structures and
graphic equities paving the way for this entry
into club stores. Over 100 configuration
and packages were explored, capitalizing
on current packaging structures as well as
exploring new innovative packaging materials.
optionsfrom
Made in Italy with Old
World Italian Tradition
for Quality & Taste
Made in Italy with Old
World Italian Tradition
for Quality & Taste
Made in Italy with Old
World Italian Tradition
for Quality & Taste
Net Wt. 9 - 16 oz. (1lb)
Includes 9 - 1 lb. Boxes of
Tradizione D’Italia Pasta
Perfect for Main Dishes,
Soups & Salads
Fettucine P&u SuRVEY
Kennedy Creative, wrote, developed, created
and analyzed an extensive consumer P&u
survey program. The results provided valuable
insight into customers’ wants, needs, desires
and understandings.
2
REPOSITIONING
Energized an old brand for new owners.
Creamette was updated by rewriting a
“new” brand history that led to a complete
rebranding, leveraging unique historical
equities that were made relevant to current
and new consumers.
strategy/marketing
GRASS ROOTSMARKETING
The traveling Creamette and Prince brand
trucks and kitchen trailers crisscrossed
across the Midwest promoting the brands
at the “grass roots” level, building brand
awareness for line extensions and new
product introductions.
ExPLORINGNEW MARKETS
A series of concept boards were created for
consumer research that helped to identify
multiple market opportunities.
COMMuNITY CONNECTION
Kennedy Creative helped to develop
and execute a distinct, regional online
marketing program designed to strengthen
brand loyalty. By coupling manufacturers
and retailers with community fundraisers,
we made the process easy for all
stakeholders.
3
branding expertise
DESIGN
REGIONAL BRANDSOur goal is to help your local brands dominate in the
marketplace. Our mission is to elevate the role that regional,
local and place-based brands play in their respective categories
by identifying and leveraging the unique benefits these brands
offer to consumers.
Regional Brand Builders (RBB) is a specialized team of
Consumer Packaged Goods (CPG) experts from Kennedy
Creative dedicated to elevating the role of local brands. With
over 40 years of CPG experience, we specialize in Strategy,
Design, and Retail Execution. Our proprietary RBB Brand
Audit® was developed specifically for the unique needs of
local brands. Customized to your brand, our system identifies
the needs of your local consumer and positions your brand to
fill those needs.
From product ideation, to creative concept generation,
through design completion, we always deliver results that will
exceed your marketing objectives, guaranteed. unlike other
creative firms, we provide marketing strategy, downstream
retail support, and sales support that will take your brand from
idea to the store shelf.
Our Regional Brand Experts have done the research.We have the experience.Let us empower your brand.
We build stronger, more profitable regional brands.
REGIONALLY FOCuSED STRATEGY & DESIGN
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5
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3
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17
x
x
x
x
x
This package would be rated as marginally effective.
SCORED FORM ExAMPLE SCORING GuIDE
Local
Premium Price
Value Priced
National
•Stubb’s $3.08
•Cattlemen’s $1.74
•Bull’s Eye $1.55
•Sweet Baby Ray’s $1.50
•Kraft Hickory Smoke $0.93
•Price Chopper (PL) $0.92
•Nance’s (Wing) $3.49
•Anchor Bar (Wing) $4.64
•Salamida’s $2.80
•Famous Dave’s $1.88
•Brooks’ $3.25
•Montgomery Inn $1.79
•Dinosaur $2.42
•Bone Suckin’ $5.59
•Olde Cape Cod $3.46
•Open Pit $1.20
•Chicken ‘n Ribs $0.87
•Walden Farms $4.88
Segments
Within the Barbecue Category
Timid users General Hard Core Adventurers
Attitudes
Behaviors
• safe
• not sure about new items
• dislike surprises
• do not brand switch
• use a variety of barbecue products
• like 1 or 2 brands
• would try a new product in a brand they currently use
• like to try new products
• looking for new flavors
• read labels
• try new products
• share with others
4
REGIONALLY FOCuSEDBRAND MANAGEMENTWe manage your category by leveraging regional brands.
1. Identify appropriate categories 2. Review Quantitative Performance Measures
3. Cross Functional Team
4. Qualitative Market Level Assessment
5. Deliver measurable findings
6. Identify the right regional brands
7. Integrate regional merchandising, assortment, pricing, and shelving
8. Increase consumer awareness of regional offerings
9. Develop regional new product pipeline
CATEGORY SCORECARD
BuSINESS PERFORMANCE BENCHMARK
PACKAGINGEVALuATION SYSTEM
category management
1. Innovation Platform
2. Convenience
3. Message
4. Trial
5. Loyalty
1. Availability
2. Assortment
3. Pricing
4. Shelving
5. Opportunity
6. Sustainability
1. unique Identity
2. Priority of Communication
3. Reason to Believe
4. Overall SKu Presentation
5. Memorability
5
business creation
Sustain was built from the ground up as a new idea rooted in a simple sustainable pr0mise.We are committed to bringing only locally owned, locally grown products to mainstream grocery.
Local Retailer’s SuppliersSustain Brand Suppliers
CONSuMERS
85% Wish local products were clearly marked as a local product
83% Believe that their community benefits when they support locally owned businesses
79% Are concerned about where their food comes from
82% Would like to be able to compare local products with national products on shelf
50% Would be willing to pay more for a product that is grown or produced locally
SuPPLIERS
• Support local farmers/
businesses
• Build community pride
• Strengthen local
economies
• Forage for fresher,
healthier options
• Organize many local
brands
• Deliver unique varieties
• Promote and build
brand awareness
• Advertise and tell the
brand story
• Create an intimate bond
with loyal consumers
RETAILERS
Benefits to Retailers -
Cost Savings
• Vendor Consolidation
• Purchasing Consolidation
• Shipping Consolidation
• Receiving Consolidation
• One Company vs. Many
• DSD vs. Warehousing Costs
• Managed Inventory
loca
lly owned•locally grown
nationally known
SuSTAIN = LOCAL uNIQuE LOCAL STORIES
One recognizable
brand name
Each Product has its own
unique local story
6
MARKET CREATION
This groundbreaking concept was created
for the New Product Development Team at
P&G. The strategy was to lift the sales of
smaller brands by coupling them to large
brands. This was the precursor of the
current trend in the market of combining
brands to move sales.
PR PROMOTION
We built a one-of-a-kind bike concept to
be used as a traveling PR program for
CATERPILLAR. The bike was built by Orange
County Choppers and featured on the
Discovery Channel.
VALuE ADDED
Kennedy Creative saw an opportunity to
boost sales in the pickle category by adding
a special “Pickle Puller” to product lines,
thereby making the brand more valuable
and the pickle jars more consumer friendly.
LINE ExTENSIONS
Sam Adams is an American Revolutionary
War hero. We utilized war themes to brew
revolutionary flavored line extensions.
ground breaking ideas
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Heinz Sweet Ketchup is a regional
formula concept.
The Kibbles ‘n Bits package was
rebuilt to help the printability of
the concept.
brand creation
DIET/ENERGY
The leftovers of two dead brands were
animated into a new brand, Optibolic.
This rebranding and repackaging program
generated $15M in new sales annually for
7 years.
CHILD DEVELOPMENT
Put pen to paper to create a series of fun
new characters geared toward children
ages 2-5. This learning series included
original coloring books, original songs,
original characters, clothing and plenty of
kid appeal.
BuNDLINGPROGRAM
Brand creation, naming, and a complete
package system from Kennedy Creative
added $26.2 million in new sales within
the first 6 months of sales.
COMMODITY BRANDING
Jack’s Magic Beans is an award winning
package who’s purpose was to breath life
into a commodity line of products.
8
brand revitalization
PRIVATE LABEL
Private label revitalized by an intelligent
use of vibrant color to create an exciting
visual dialogue with consumers. The brand
family is held together by the remade
large brand logo and consistent use of
photography.
BRAND/CATEGORYMANAGEMENT
The Kroger Cheese category used over 16
different colors, creating a “rainbow” of color
in the store case making the category difficult
to shop. We took the Kroger cheese in a new
direction, creating a large, distinctive brand-
block that created a cohesive look for over
900+ SKu’s nationwide. This new direction
resulted in an 8% sales increase.
TIME/COSTSAVINGS
We updated the overall look of the A-Z vitamin
and mineral line with a simplified color
palette and strong item-specific versioning.
By utilizing shrink-wrap technology, we
significantly reduced the number of parts per
item, time to market and a production cost
savings of 18%.
FOOD SERVICECHANNEL
Kennedy Creative created, developed and
executed the successful rebranding of the
North American portion pack program for
Smuckers.
9
MARKET LEADER
Prince pasta was updated to bring vitality
into this 90-year-old brand. Clearer product
segmentation helped consumers shop the
pasta varieties. The rebrand helped maintain
its leadership position in the market.
INTRODuCTION TO RETAIL
Kennedy Creative expanded a 75-year-old
food service line into the retail market.
This recreation started with 2 SKus and
expanded to 12 SKus. Sample sell kits
were created and additional food service
brands were repackaged for retail.
brand revitalization
AQuISITION
Our challenge was to increase sales to
help make the company more attractive
for acquisition within 24 months. Our
rebranding, repackaging 80+ SKus
and new shelving program resulted
in sales increase of 28%. Acquisition
accomplished.
PRIVATE SELECTION
Graphic standards were updated and
maintained for this upscale private
label brand line. This line covered many
categories, hundreds of SKus and a
multitude of packaging structures.
10
OIL FILTERS
Maintained and expanded this race ready
line of oil filters. Generated custom made
QR codes for packaging making access
to filter information and installation
instructions a quick scan away.
FILTER PROGRAM
Helped to develop and create a new to
market line of air, oil and cabin air filters.
All 282 SKus were produced trilingual.
Managed all downstream suppliers and
deliverables.
FILTER PROGRAM
Developed and maintained this line of oil,
air and cabin air filters. 149 SKus are in
this line of filter products.
FILTER PROGRAM
Maintained and expanded this
performance driven line of oil and air
filters. We managed all downstream
suppliers and deliverables. 173 SKus are in
this line of premium products.
delineation
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r i v e r s p a nSCULPTURE EXHIBITION AND SALE
·
REQUIRED ELEMENTS FOR PACKAGING
Private Selection LOGO(07-10-03)
P - Logos
SIGNATURE COPY:Pick-up from “SIGNATURES” folder on server.File Name: Inter-American Signature
GUARANTEE STATEMENT: Pick-up from “SIGNATURES” folder on server.File Name: Inter-American Signature
SPOT COLOR
FOR MOST APPLICATIONS FOR SMALL LABELS
PMS 485
PMS 872
100 K
4-COLOR PROCESS
FOR MOST APPLICATIONS FOR SMALL LABELS
100 M, 100 Y
35 C, 40 M, 84 Y
100 K
Private Selection Script = Larissa RegularPremium Quality Type = Optima Demi-Bold
07/10/03PMS 871 Metallic Gold changed to PMS 872 Metallic Gold per new Graphic Standards Guide, dated 7/8/03, from Loraine Simpson.
12
“For Real Buttermilk Pancake
s”
identity
Event Hall - Identity Set #3
13
clients
Asset Advisory Group
Bedrock Group Development Company
Borden
Carbon’s Golden Malted
CATERPILLAR
Champion Laboratories
Diversipak
Global Food
GNC-General Nutrition Corp.
H.J. Heinz
Int’l Publishing Group
J&L Management
Kao Brands
The Kroger Company
Links Construction
NASA
New World Pasta
PNC Bank
Procter & Gamble
The J.M. Smucker Company
united Dairy Farmers
unilever
A FEW OF OuR CLIENTS
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KENNEDYCREATIVEstrategy + design
for high growth brands
110 Front Street | Cincinnati, Ohio 45157p 513.381.4900 | f 513.381.4915
kennedy-creative.com
Matthew Kennedy - [email protected]