RYAN MCDAID :: BRAND PLANNING PORTFOLIO

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RYAN McDAID
BRAND PLANNING & STRATEGY PORTFOLIO
10/3/12

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RYAN MCDAID :: BRAND PLANNING PORTFOLIO

  1. 1. Ryan McDaid BRAND PLANNER & STRATEGIST908-­‐334-­‐9900  MCDAIDR@GMAIL.COM  
  2. 2. PAST EXPERIENCE
  3. 3. TROJAN CONDOMS :: Pickin up Good Vibrations CHALLENGE: Trojan  Condoms  has  always  been  known  as  the  trusted  brand  for  “safe  sex”.  When  Church  &   Dwight  decided  it  was  Nme  to  expand  the  porPolio  beyond  contracepNves  we  were  tasked   with  idenNfying  new  innovaNon  territories  and  building  strategic  communicaNon  plaPorms   that  would  maintain  the  brand  integrity  while  evolving  the  image.    
  4. 4. TROJAN CONDOMS :: Pickin up Good Vibrations APPROACH: We  needed  to  get  inNmate  with  our  consumers  to  find  out  what  “sexual  health”  meant  to   them.    Through  quanNtaNve  surveys,  focus  groups  and  ethnographies  we  engaged  Millennial,   Gen  X  ,  and  Boomer  couples  to  find  out  what  role  pleasure  had  in  their  lives.  We  gave   consumers  the  chance  to  arNculate  where  they  felt  Trojan  had  the  right  to  play  in  the   bedroom.   INSIGHTs: -­‐   We  found  that  consumer  senNment  around  “sexual  health”  went  beyond  contracepNon.  It              extended  to  new  areas  such  as  mutual  orgasms  and  sexual  exploraNon.       -­‐   Trojan’s  extension  line  of  added-­‐sensaNons  condoms  (i.e.  Fire  &  Ice  and  Ecstasy)            had  already  bridged  the  worlds  of  “safe  sex”  and  enhanced  pleasure  in  the  minds            of  consumers.  This  gave  the  brand  permission  to  conNnue  to  explore  pleasure  enhancing          products  such  as  vibrators  and  lubricants  while  maintaining  consumer  trust.     -­‐   Millennial  &  Gen  X  couples  asserted  that  sexual  pleasure  was  not  only  the  foundaNon  of  a          healthy  relaNonship  but  a  healthy  lifestyle.     RESULT: Trojan  VibraNons:  a  line  of  vibraNng  toys  for  individual  &  couples  play.  Our  findings  gave   Trojan  the  permission  &  confidence  to  fight  for  distribuNon  in  drug  and  mass  retailers  like   CVS,  Walgreens  and  Walmart.  We  then  created  a  brand  idenNty  to  coincide  with  a  porPolio   extension  that  transformed  Trojan  from  a  “sexual  health”  to  a  “sexual  innovator”  brand  on   the  forefront  of  healthy  lifestyles.    
  5. 5. SEVENTH GENERATION :: It ain t easy being greenCHALLENGE:Seventh  GeneraNon  has  always  been  a  fan  favorite  among  dark  green  consumers  but  it  scared  away  the  mainstream  with  aggressive  environmental  messaging  and  rumors  of  poor  efficacy.  We  were  tasked  with  the  challenge  of  making  the  brand  image  more  approachable  and  giving  the  mainstream  a  reason  to  believe  without  loosing  the  core  dark  green  consumer.  
  6. 6. SEVENTH GENERATION :: It Ain t easy being Green APPROACH: To  bring  Seventh  GeneraNon  to  the  mainstream  we  knew  we  had  to  start  with  the  heads  of   the  household,  moms.  We  targeted  social  groups  of  mothers  who  idenNfied  themselves  as   “light  green  leaning”  to  find  out  how  “green”  fit  into  their  lives  and  where  the  barriers  of   entry  existed  for  the  category.     Insights: -­‐   The  first  thing  we  heard  was  that  the  “guilt  trips”  being  delivered  by  dark  green          products  were  turning  moms  off  to  the  category  enNrely.   -­‐   One  of  the  key  barriers  we  idenNfied  was  the  disconnect  between  “green”            and  “clean”.  Mothers  believed  that  green  meant  you  had  to  compromise  on  efficacy.   -­‐   We  found  that  for  moms  green  started  with  organic  foods  and  products  that  were          consumable.  This  gave  us  the  key  insight  that  green  messaging  is  most  effecNve        when  it  is  Ned  to  personal  health  instead  of  environmental  health.     -­‐   Finally,  we  found  that  word  of  mouth  was  the  most  powerful  tool  for  spreading          knowledge  and  product  recommendaNons.  We  knew  that  if  we  wanted  to  get  the            word  out  about  7th  Gen  we  needed  to  create  social  currency  for  these  consumers.     RESULT: Seventh  GeneraNon  lightened  up.  We  turned  down  the  “guilt  factor”  in  the  product   messaging  and  switched  to  a  voice  of  educaNon  and  celebraNon.  In  the  end  we  reminded   moms  that  Seventh  GeneraNon  products  are  looking  out  for  both  her  loved  ones  and  the   world  they  will  inherit.    
  7. 7. DIAGEO GUINNESS USA :: Making Lemonade OuT of Lemons CHALLENGE: Each  summer  the  Diageo  Guinness  USA  porPolio  turned  into  a  bunch  of  lemons.  It  was  clear   that  the  lineup  lacked  a  strong  summer  player.  We  were  tasked  with  exploring  innovaNve   ways  to  build  within  the  porPolio  without  having  to  introduce  a  new  brand  to  the  category.  
  8. 8. DIAGEO GUINNESS USA :: Making Lemonade OuT of Lemons APPROACH: We  dove  into  the  DGUSA  porPolio  history  to  idenNfy  which  of  the  brands  had  the  ability  to   win  in  the  summer  months.  Acer  understanding  each  of  the  personaliNes  in  the  DGUSA   porPolio  and  analyzing  their  consumer  percepNon  and  brand  health  we  idenNfied  Harp  as   having  the  most  room  for  image  augmentaNon.     INSIGHTs: -­‐   Harp’s  history  was  steeped  in  innovaNon  and  rapid  response  to  market  shics  and        trends.     -­‐   We  found  small  brands  like  Leinenkugel  dominated  sales  each  3rd  quarter  with  their        summer  shandy.   -­‐   Data  showed    that  the  shandy’s  refreshing  light  taste  made  the  brew  appealing  to        both  male  and  female  consumers  leveling  the  gender  divide  that  typically      plagued  the  import  beer  category.     RESULT: Harp  Shandy  was  born.  Diageo  realized  they  had  a  brand  that  was  versaNle  enough  to  take  on   a  lighter  summer  flavor  extension  without  loosing  its  idenNty.  Harp  Shandy  was  launched  in   test  markets  during  the  summer  of  2012  proving  DGUSA  is  a  porPolio  for  all  seasons.  
  9. 9. COLANGELO :: Building an Organic insights machineCHALLENGE:    Insights  are  the  lifeblood  of  creaNve  campaigns  but  harvesNng  them  takes  Nme  and  resources.  The  Colangelo  strategy  team  was  constantly  stretched  thin  across  a  myriad  of  campaigns  and  couldn’t  serve  every  account.  We  set  out  to  find  a  way  to  empower  account  &  creaNve  teams  to  derive  insights  on  their  own.  
  10. 10. COLANGELO :: Building an Organic insights machine APPROACH: We  knew  that  to  empower  account  and  creaNve’s  to  act  like  planners  we  first  had  to  idenNfy   and  reward  exisNng  strategic  behavior.  To  observe  how  these  teams  worked  we  spent  Nme   with  account  and  creaNves  to  find  out  what  they  personally  did  when  taking  on  new  projects.       INSIGHTs: -­‐   We  found  that  even  though  employees  were  regularly  reading  and  researching  they        were  not  saving  and  archiving  data  in  a  place  where  their  teams  could  access  it.   -­‐   Employees  wanted  to  share  insights  but  were  afraid  to  overload  each  other’s        inboxes  with  informaNon  that  was  not  immediately  perNnent.   -­‐   The  employee  behavior  of  using  social  media  to  share  arNcles  was  well  established        within  the  agency.     RESULT: The  Tentacle  Blog:  an  internal  wiki  that  allowed  each  Colangelo  employee  to  log  in,  share  and   tag  arNcles.  This  plaPorm  ensured  informaNon  could  live  in  a  searchable  online  archive  and   be  recalled  at  the  start  of  any  project.  It  increased  efficiency  on  projects,  expedited  the   spread  of  industry  informaNon  and  created  a  company  culture  that  was  excited  to  learn  and   share.  We  took  it  up  a  notch  by  gamifying  the  wiki  and  rewarding  frequent  posters.  In  the  end   everyone  was  a  winner.  
  11. 11. What Coworkers have said:  Ryan McDaid is a rare talent, super smart, very insightful and incredibly articulate and he managed not just to impress me (to the point where I m writing this) but captivated an audience of 30+ creatives at NY Creative week with an incredible impromptu session that had them laughing, engaging and lingering at the end just to say thanks in person. Suffice to say, Colangelo was well represented in the creative community that day. You should all know this, and be proud.  - Brett Minieri :: CREATIVE DIRECTOR
  12. 12. THANK YOURYAN  MCDAID  908-­‐334-­‐9900  MCDAIDR@GMAIL.COM  

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