Case Studies

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Epiq was an exclusive brand positioned as a “clean” alternative to proprietary blends in the sports nutritional market. It exploded into the category in 2012 garnering an impressive 25% market share within the first six months on shelf. It continues to outperform many category brand staples and has exceeding client expectation.

Loblaws/Presidents Choice

In association with Dave Nichol I was charged with the directive to re-engineer the brand standard for the P.C. banners. P.C. was a succesful brand but tiring on shelf. I developed a complete brand architecture & packaging format for all banners including, the signature P.C. line, Blue menu, Splendido and Green to name a few. New product campaigns were developed under the “We shop the world” theme and re-charging the brand with a new momentum and double digit growth continues to this day.

Hydroxycut Live

This flagship diet brand and leader in the category was in rapid decline and needed the paddles quickly. A close look at the communication revealed a severe hole in the advertising strategy. I revised all the existing packaging and developed the “LIVE” campaign that ran nationally across all U.S. channels. The new campaign connected immediately with the targeted consumer and the brand saw a sharp spike in sales 3 months after the launch and was elevated to a dominant leadership position it has held ever since.

  • Pre market share 2012: 35% and falling
  • Post “LIVE” campaign: 46% market share $85m in sales
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