Client Name
The Challenge
My Role
Downey's Potato Chips
To re-establish brand trust with lost audiences and reassure them of quality and tradition.
To engage and draw in new brand users (millennials).
Team lead, Account Management and Planning
Over six weeks, my team and I worked to create an integrated campaign for Downey's Chips. The six weeks were broken into two week periods. After the first two weeks, we pitched the strategy, then the creative, and finally the complete integrated campaign with execution ideas.
This was my first campaign exercise. The main concept focused on reinvigorating the brand from its lost appeal. The core concept was based on Confidence; making our audience believe in the brand, externally AND internally. We modeled our strategy and focused each creative effort on the three moments of truths (P&G). Using the website, point-of-sales, and activation strategy we delivered the message of Confidence.
The presentations below are the final products. Some of the information is edited out to accommodate NDAs.