This document appears to be a portfolio from Hannah Hennessy containing samples of her work from 2014-2015. It includes projects she worked on for the Drake University American Marketing Association including a project called "Project Bulldog". It also includes advertisements and branding projects she created for Diet Coke, Powerade, and an Irish glassware company. The portfolio showcases her graphic design, advertising, and branding work from college.

1. HANNAH HENNESSY
PORTFOLIO 2015

2. Page | 1
Project Bulldog
2014-2015 Drake University American Marketing Association
IOWA
Page | 5
Balancing Work and Life
Women are one of the “largest growing
forces in the global economy.” No matter
the job, whether it’s a stay at home mom,
farming, engineering or being an executive
at the corporate office, women continue to
“Be Ambitious. Not Thirsty.” With moms
and women juggling so many things these
days, having to wear many hats within a
family, it’s only appropriate to view them as
ambitious.
With Diet Coke in the office, on the go
or at home, there should never be a
reason that an ambitious woman would go
thirsty. The idea of the campaign would be
that Diet Coke would always be with them
wherever they go, whatever they do. The
campaign would encourage women to submit
their stories, balancing work and life, their
struggles, and how they have overcome them
and more. Diet Coke would then feature some
of these stories on their website.
Overall, Diet Coke should communicate
the diversity of jobs women are capable of
doing and also their ability to combine work
and taking care of family. Through stories,
images, and advertisements, women should
be shown as strong and hard-working
people, who are striving to do more than
we give them credit for. Diet Coke will play
an important role in helping them with
everything they do, to make it doable, easier,
and more fun.
Channels to distribute this message will
include outdoor ads, social networks
(Facebook, Instagram, Pinterest, Twitter), the
Diet Coke webpage, and YouTube.
NATIONAL
Page | 12
“Be Ambitious” Scholarship
The Coca-Cola Scholars Foundation is already a well-known and outstanding
scholarship program. The Foundation has unbelievable statistics on the number
of students they have helped to get their college degrees. An untapped
opportunity to highlight Coke’s involvement in education exists by targeting
nontraditional students. Currently the Foundation does not offer scholarships
for nontraditional students wanting to go back to college. Fox Business reported
a 23% rise in college enrollments of students 25 and older from 2010 to 2015.
Mothers make up a large proportion of this 23%. Fox Business touched on
many challenges that mothers face when they are going back to college, one
of which is finances. By implementing a scholarship for this target market, Coca
Cola could raise awareness and support of the brand as a whole.
To encourage the Diet Coke brand specifically, the scholarship could be
promoted by it instead of the Coca-Cola brand overall. The scholarship could
also tie into the current campaign for Diet Coke and be identified as the “Be
Ambitious Diet Coke Scholarship”. This could be either a global scholarship
or could be specific for women across Iowa or the Midwest. There would be
a strict age restriction so that the scholarship would only go to those wanting
to go back to college after not attending school for a certain period of time.
It would mainly be targeted to mothers. This scholarship would encourage
more women to support the Coca-Cola brand and would tie in well with the
“Be Ambitious. Not Thirsty.” campaign. The campaign is already set to have
numerous promotions and it would be easy to also implement the scholarship.
If Diet Coke were to implement the scholarship for women going back to
school, this scholarship could be promoted at the booth since they interrelate.
NATIONAL
Page | 13
Storing Diet Coke
The Diet Coke storage is meant to be an insert in a newspaper, Target, Hy-Vee ad, or other print medium. There will be two different models:
The in-home model and the garage model The in-home example shows how many families would store Diet Coke in their home. The inside
flap would have a coupon for “Buy two 12-packs, get a 2-Liter free.” The other ad shows how Diet Coke would be stored in a garage or
basement. This ad would have an attached coupon for a “Buy two 24-packs, get a 2-Liter free.” Both of these ads are to encourage bulk
purchases for the storage space ideal for customers. A mini-fridge could also be –used in the ad as an example for office use.
NATIONAL
Page | 14
Diet Coke Merchandise
We designed the following Diet Coke merchandise pieces to go along with the Coca
Cola Foundation’s goals. One of the Coca-Cola Foundation’s three priorities is female
empowerment. We designed three merchandise items for this cause that will help
increase awareness of female empowerment as well as getting Diet Coke into women’s
evoked sets. 25 percent of profits from the merchandise will go toward the female
empowerment cause. The biggest selling point for each one of these merchandise items
will be that the consumer is personally helping to support a cause important to the Coca
Cola Foundation. Our goal would be to get these merchandise items in various local
events sponsored by women, such as Miss Iowa and Women in Leadership conferences.
The first image represents the three tumblers that are inspired by the Marc Jacobs. In
2013, Marc Jacobs unveiled limited edition Diet Coke bottles with the images of three
women inspired by female empowerment during the ‘80s, ‘90s, and 2000s. In order to
continue inspiring female empowerment, we wanted Diet Coke to work with Marc Jacobs
to make tumbler versions of these bottles. We would like to sell these tumblers for $12
each or $30 for all three at local Iowa grocery stores such as Hy-Vee and Fareway. The
tumblers will be sold on the ends of the soft drink aisles, next to the Diet Coke, with a
small sign explaining the significance of female empowerment. There could also be a
discount next to the tumbler display with a coupon for a “buy one, get one free” Diet
Coke 12 can box if you buy a tumbler.
We designed a Diet Coke tote bag with their tagline, “Be Ambitious. Not Thirsty.” We put
crumpled up pieces of paper with the typewriter to show that with Diet Coke, you have
the motivation to accomplish your goals. With a Diet Coke, the woman has the power
to accomplish whatever she sets her mind to. We wanted a retro bag that people would
enjoy carrying around to support the female empowerment cause. The tote bag will be
sold for $18 in retail stores in Iowa including Walmart, Target, and a few others.
The cooler will have the quote, “When life gives you lemons, slice thinly serve with your
Diet Coke”. This cooler will be sold in Iowa sporting goods stores and retail stores, such as
Scheels, Dick’s Sporting Goods, Target, and Wal-Mart. They will be sold for $25 and will
be large enough to fit enough Diet Coke to satisfy the entire family. This quote represents
that women have the power to step up and save the day with a cooler full of
Diet Coke for any occasion.
NATIONAL
Page | 21
Sip of Silver
#
We developed an advertisement using the phrase, “Sip of Silver”.
We created the “Sip of Silver” campaign to show that, with a
Diet Coke, mothers can step in to save the day. The silver of Diet
Coke represents success, superiority, sensibility, and strength. This
advertisement should be shown in a two page magazine spread in
womens’/mothers’ magazines, such as Marie Claire, Working Mother,
and Ladies Home Journal. In order to reach mothers in Iowa, they can
place an advertisement in a local Iowa magazine with a similar target
market as those previously listed. We suggest this advertisement run
in three magazines, six times a year.
The left side of the advertisement will depict a mother in the midst
of the craziness of motherhood. Everything in life appears to be
disheveled – her appearance, home, and life--until she drinks a Diet
Coke. The right side will depict the same mother and her children,
but after she drinks a Diet Coke. After the Diet Coke, the mother will
be able to put her life back into order because, “With a Sip of Silver,
Anything is Possible”. This advertisement will depict a slice of life
appeal to show the typical everyday life of a mother and how, with a
Diet Coke, the mother can accomplish anything. Diet Coke helps the
average mom become the cool and classy mom that she has always
been.
NATIONAL
Page | 23
The idea of this campaign is to tell the consumers that there are many ways to consume Diet Coke, and one of them is
cooking with Diet Coke, especially for people with diabetes. The idea is to have a link for an online subscription on the
Diet Coke for those who want to go paperless but still want access to the Diet Coke recipes and to find different low-
calorie recipes using Diet Coke as their main ingredient. People can rate, share and favorite the recipes throughout the
social media. They also get to share their own Diet Coke Diabetes recipe on the website through the contest mentioned
above. By having an online diabetes cookbook, we can attract younger women to use Diet Coke to cook for their meals.
We will also sell physical cookbooks at grocery stores to attract older women who prefer old-school style.
Diabetes and Diet Coke

3. 1
BULLDOG
project
2013-2014 Drake University American Marketing Association
7
power-ADE Your Athlete.com
Sports and activities featured in
the blog include soccer, baseball,
paintball, swimming, volleyball and
more. Each sport category is listed
on the right side of the blog so
mothers can easily search through
articles about their children’s sports
and activities.
w Advertisement
A Guide to Understanding Soccer–The Basic Rules
Written By: First Name Last Name
BASIC GUIDES
Soccer
Football
Volleyball
Basketball
Swimming
Baseball/Softball
Paintball
Hunting & Fishing
Sponsred By
11
Power Your School Mobile APP
To increase Powerade 8-pack
purchases among mothers of
athletic kids, we want to better
utilize Coke Rewards. To do this,
we want to expand the current
Coke Rewards program that offers
items for schools.
We recommend expanding this
program by sponsoring a school
rewards competition. This
competition would allow parents
to enter their Powerade specific
Coke Rewards codes and select
the school they want to benefit.
The school that accumulates the
most points will receive new sports
equipment.
Mothers are advocates
ofcontributing to school drives,
such as canned goods or UPC
codes, and will love donating to
schools by purchasing Powerade.
We have also designed the
mobile Coke Rewards App
to accommodate codes that
contribute to schools. Since moms
are constantly on the go and are
becoming more tech savvy, they
will appreciate being able to enter
the codes into the mobile app
without having to use a computer.
To encourage Powerade specific
purchases, individual Powerade
points and Powerade 8-pack
points will be worth more than
other Coca-Cola products. The
app will also include Powerade
promotions and advertisements
to remind users they can continue
to earn extra points on Powerade
purchases. The challenge can also
be promoted on mom blogs, such
as Café Mom and powerADE Your
Athlete.
Step 1: The home page and Enter
Your Code pages are designed
the same. This allows users who
currently utilize Coke Rewards to
have a familiar experience when
they are entering codes from
Powerade.
Step 2: After the user enters the
code, the next screen on the app will
present a text box. It asks if they want
to donate their new points to their
school or keep them for their personal
account. A drop-down will appear, so
the user can select which school they
would like to donate to.
12
Power Your School Mobile APP
Step 3: The next screen on the app
will present the What Did You Enjoy
page; they will see that Powerade
has been added to the favorite drinks
selection.
Step 4: After submitting their codes
to add Powerade points to either their
school or their personal account, the
next screen will show the user where
they stand after entering their new
points.
Step 5: The user will get two
numbers; one will be the personal
point total and the other will be the
school point total.
This competition will run from June 1
to August 31. The school with the most
points earned will receive new athletic
equipment. This will provide initial
incentives to moms to switch to the
Powerade 8-pack and ultimately build
brand loyalty.
19
Iowa Detasseling
#
HELP YOUR KIDS WALK THE STALKS,
POWER THEM WITH POWERADE.
Iowa is the largest producer of corn in
the United States. During the growing
season, the corn needs to have the tassels
from the female stalks pulled to pollinate
the male, in order to produce genetically
modified corn. This particular process is
known as detasseling. In Iowa, two of the
top companies in the agricultural industry,
DuPont Pioneer and John Deere, hire teens
over the age of 14 during the summer to
assist with the detasseling process. This
lasts approximately two to four weeks and
begins in mid-June or early July. Depending
on growing conditions, the teens are bused
to the farms at 5:00 am in order to start the
workday between 6:00 and 7:00 am. They
work 8-11 hours a day in the hot sun.
Working long hours in the sun brings
concerns of dehydration for the teens.
DuPont Pioneer, who employs roughly
27,000 people each summer, takes extra
precautions to ensure that workers avoid
this risk. DuPont has partnered with the Iowa
Department of Public Health to promote
the “Choose Your Cover” campaign. This
campaign puts an emphasis on sun safety
by promoting sun screen use, wearing hats
and sunglasses while out in the fields. As
promoters of health, DuPont also supplies
their workers with water to keep them
hydrated. This is where Powerade can step
in. What better way to target the beverage
to Pioneer than by keeping detasseling
crews hydrated while they work? In addition,
mothers would purchase Powerade to continue
to rehydrate the teenage detasselers after work.
The detasseling project not only allows Coca-
Cola to promote the Powerade brand to
over 27,000 workers, and encourages users
to associate Powerade with rehydration.
Coca-Cola has the opportunity to work with
Pioneer to co-brand their two causes. Due
to the long days these teens spend in the
fields, it encourages Pioneer to provide both
Powerade 8-packs and single bottles for the
detasseling crews. By promoting Powerade
and its hydration benefits and Pioneer’s
detasseling employment opportunities, both
Coca-Cola and Pioneer would benefit. Through
sponsorship of Pioneer’s detasseling program,
the two companies are able to work together
as partners to keep kids strong, healthy and
hydrated while they walk the stalks.
This project also easily allows for expansion
into other industries where workers are
outdoors or need constant rehydration. By
promoting hydration in hot and tiring working
conditions, workers will be drawn to Powerade.
Examples of other possible industries include
construction, landscaping, lawn care and
lifeguarding.
Powerade keeps every worker, young or old,
healthy, hydrated and powered for the day’s
work. Mothers and employers can help their
kids walk the stalks, by powering them with
Powerade.

4. Ar Leith
5555 MICHIGAN AVE
CHICAGO, IL 60611
Hand-crafted
ARLEITHGLASSWARE.COM | INFO@ARLEITHGLASSWARE.COM
5555 MICHIGAN AVE | CHICAGO, IL | 815-584-7935
Hand
-crafted
AR LEITH HENNESSY IRISH GLASSWARE
815-584-7935
ARLEITHGLASSWARE.COM
INFO@ARLEITHGLASSWARE.COM
5555 MICHIGAN AVE | CHICAGO, IL
Hand-crafted
Branding for Glass Company (Spring 2015)

5. Branding for Glass Company (Spring 2015)

6. Top: Hennessy Family Crest (Fall 2013) Wood Cut

7. First Midwest Bank Amphitheater
19100 Ridgeland Ave
Tinley Park, IL 60477
October 31, 2014
Don’t Like it, Don’t Come
7pm-2am
7 Hours of Rock .
Nothing Sugar Coated.
RISE AGAINST
BREAKING BENJAMIN
A DAY TO REMEMBER
ASKING ALEXANDRIA
THREE DAYS GRACE
SHINE DOWN
PAPA ROACH
chicagorawfest.com
Raw Fest Poster (Fall 2014)

8. The Picture of Dorian Gray Bookcover (Spring 2015)

9. Poland (Fall 2013) Linoleum Reduction

10. Constructivism Book (Fall 2014)

11. Solid Foundation (Fall 2014)
Material: Plexiglas, Wood, Foam Board, Paint, Glue, Photos, and Printed Type

12. Accordion Book (Fall 2013)

13. Boris the Owl (Spring 2014)
Material: Cardboard and Glue

14. COLLEGE STUDENT
STRESS
44% of American
college students
report having
symptoms
of depression.
54% of students
feel stress about
their families.
84% of students
reach out to friends
to help them with
their stress.
67% of students
reach out to parents
for help with stress.
As many as 43 % of
students experience
insomnia in the months
following a breakup.
77% of students
have stress
over academic
concerns.
74% of students
have stress
about grades.
67% of students
have stress about
financial worries.
53% of students
feel stress about
relationships.
60% of students have felt
stress to the point of not
being able to get work done.
85% of undergraduate college
students experience stress on
a regular basis.
20% screened positive for
anxiety or depression.
A mental health evaluation that encompasses a student’s developmental and family
history, school performance, and any self-injurious behaviors should be performed
to evaluate at-risk students before a treatment plan is made.
Students themselves are often
reluctant to seek help due to social
stigmas related to depression.
75% of college students do not seek
help for mental health problems.
Infographic Stress Poster (Spring 2015)

15. MARKETING WEEK
DRAKE AMERICAN MARKETING ASSOCIATION
N OV E M B E R 17-2 0
MONDAYTUESDAYWEDNESDAYTHURSDAY
#DrakeSelfie
FIND YOUR AMA MENTOR
Olmsted 312 & 313
7pm-9pm
AMA Members Only
ORCHESTRATE HOSPITALITY
Aliber 101
9pm
Brand Management
LOGO QUIZ
Aliber Lobby
9am-2pm
Treats & Prizes
SELFIE WITH YOUR
FAVORITE BRAND
Ends at 5pm
Post to Drake AMA Facebook Page
madison.thompson@drake.edu For more info visit the DrakeAMA facebook page.
ORCHESTRATE
HOSPITALITY
Aliber 101
9pm
Brand Management
17 Monday
Adam Bartelt will be talking about the
many different brand strategies of
restaurants and hotels Orchestrate
manages.
Centro
Django
Gateway Hotel & Conference Center
Gateway Market
Hilton Garden Inn, Johnston
Holiday Inn Express & Suites, Altoona
Hotel Fort Des Moines
Malo
Raccoon River Brewing Company
South Union Bakery
South Union Bread Cafe
Zombie Burger + Drink Lab
madison.thompson@drake.edu
18 Tuesday
Marketing Week
November 17-20
Drake American Marketing Association
Marketing Week
November 17-20
Drake American Marketing Association
Marketing Week
November 17-20
Drake American Marketing Association
FIND YOUR AMA
MENTOR
Olmsted 312 & 313
7pm-9pm
AMA Members Only
This event is only open to paying members
of AMA and they will need to RSVP BY
MONDAY that week.
AMA “Selfie” with a Brand Contest
Take a selfie with your favorite brand for
a chance to WIN A $20 AMAZON GIFT
CARD.
Pick your favorite brand, and post your
creative image to our Facebook page
(http://www.facebook.com/DrakeAMA).
The contest winner will be decided by the
number of “likes.”
The contest closes at 5:00 PM ON
THURSDAY, November 20th.
The winner announced at 12:00PM ON
FRIDAY, NOVEMBER 21ST on the Drake
AMA Facebook Page.
The contest is open to ALL DRAKE
STUDENTS. So take a selfie, and start
building your personal brand!
SELFIE WITH YOUR
FAVORITE BRAND
Ends at 5pm
Post to Drake AMA
Facebook Page
20 Thursday
LOGO QUIZ
Aliber Lobby
9am-2pm
Treats & Prizes
19 Wednesday
Stop by for treats and the chance to be
entered into a drawing for prizes.
Marketing Week Poster (Fall 2014)

16. HOLSTEIN PARK
2200 N OAKLEY
CHICAGO, IL
WWW.BUCKTOWNARTSFEST.COM
CRAFTBEER,A
RT,MUSIC,DA
NCE,KIDFUN