Drew Pizzini
has a message for you.
Sometimes brand and marketing managers have different visions for how a campaign should look. When competing views can’t find middle ground, it’s up to creative to, well, get creative.
The Problem
The first major product launch for CosMedix in more than a year, Eye Genius needed a topnotch ad campaign to reestablish the brand’s presence. For marketing, this meant bold imagery and short, punchy copy. Brand management, however, wanted a detailed ingredient story. Neither side could agree on the message. Meanwhile, the deadline was approaching.
The Solution
I first reached out to the brand to pinpoint which ingredients were essential to their story. Together, we identified five of one type of ingredient, four of another and two with a similar effect—three benefits in one product. I then approached both teams with a common solution: a countdown message with quick ingredient callouts. Both sides loved it, and the campaign took off.
The Payoff
Appearing in the trade magazine, American Spa, “Countdown to Brilliance” generated a record number of leads interested in the new product and in partnering with the brand. The process also proved how creative copy can turn a stalled project into a hit campaign.
