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Mara Seaweed

June, 2015 · By PrichAdmin

Project
Extend distribution network for original product with wonderful health properties.

Brief
Develop network of relevant distributors / retailers and educate them about the product and history of the brand

Objective
Increase Mara distribution

Whole Mara rangeSolution
Develop ambassador programme with established and well thought of chefs & cooks – Paul Hollywood.

Establish YouTube channel.

Set up as many face to face meetings with retail network

Result

Mara tested in 200 M&S outlets in Q2 and Q3 2015, before striking a nationwide distribution deal with Morrisons in 2016, which was renewed in 2017.

Coca-Cola

June, 2015 · By PrichAdmin

For eight years I headed up the FIFA team at ADM. This team worked with all their sponsors – including some of the biggest brands in the world – to develop their merchandise and POS campaigns in support of key FIFA tournaments. I made sure that ADM developed creative merchandise that supported the sponsors’ brand values and goals for the tournament.

The 2014 World Cup™ in Brasil allowed us to develop original ideas that tapped into the country’s confidence, music, and love of football.

BRAZIL BOTTLE RIO SHOOT 1.1

After the vuvuzela of South Africa, ADM pushed for a Brasilian equivalent. We developed the ‘Brasil Bottle’ – a unique combination of the distinctive local apito whistle and caixa rattle, packaged in the iconic Coke bottle shape. It was one of the most original and sought-after items at the Word Cup, adding to the Coca-Cola brand.

That’s good brand support.

 


Project

FIFA World Cup™ Global merchandise programme.

Slide 1

Brief
Develop a range of merchandise that supports the brand and the event. Create a bespoke and easy to use e-commerce system.

Objective
Range to appeal to key target markets – “soccer mums”, fans and staff. Ordering and payment to be as simple as possible.

Coke-TeeSlide 1Solution
Develop totally new items to be included in a strongly branded and high-quality range. Launch an e-commerce system that could be used by any country in the world at any time to deliver real savings.

Slide 1Result
Massive orders – both in total and financially – taken from over 100 countries worldwide.

Watch the promo video we made on YouTube, here.

2010 FIFA World Cup

June, 2015 · By PrichAdmin

Project
Launch the mascot for the 2010 FIFA World Cup™ for FIFA.

Brief
Develop a stand out point of sale item featuring the mascot for the 2010 FIFA World Cup™ for FIFA.

Objective
Get the mascot noticed and loved in South Africa, the host country.

MelroseArchShoppingCentreResizeSolution
Develop a life size soft version of the mascot. Then distribute in shopping malls, airports and stadia so that fans and members of the public could touch, cuddle and be photographed with him.

Result
Zakumi became a cult figure in South Africa – cries of “Zaaaakoooomi could be heard in the shopping malls as soon as shoppers saw the display.

 

FIFA World Cup 2014™

May, 2015 · By PrichAdmin

Project

Official launch of the mascot for the 2014 FIFA World Cup™ in partnership with Tier 1 sponsor Coca-Cola.

Brief

Develop a unique exclusive official mascot premium to drive a “text and win” promotion on all Coke bottles and cans for the launch of the mascot for September 2014.

 3D front
3D back

Objective

Link Coca-Cola in Brasil with the FIFA World Cup™ at launch of mascot, 18 months before tournament start.

Solution

Limited run of 10,000 units of a unique sized 40cm soft toy – plush – of the official mascot, with Coca-Cola branding.

Result

Hugely successful promotion with highest ever entry levels and record time for full fulfilment.

40cm Coke - Front

40cm back

 

 

Traditional Marketing

July, 2014 · By PrichAdmin

In my 25-year career in marketing I have extensive experience across the whole marketing mix.

From above-the-line TV advertising – the Dudley Moore work at my first advertising agency LHS for Tesco, which helped get them to their dominant position of today.

To below-the-line promotional events – for Mercedes, when with Orckid Design, I noticed the correlation between A class buyers and an interest in gardening. I developed Mercedes show gardens at RHS Shows. These delivered the most leads, ever, for a Mercedes A class promotion at the time.

MercedesHCFS-Comp

 

I watch over the many new and emerging tools but am not blinded by technology, instead building an understanding on how to exploit digital solutions  as part of the overall mix.

 

 

Digital Solutions

July, 2014 · By PrichAdmin

Today, digital dominates the marketing landscape. With FIFA I led the transformation of their licensing tool to a fully digitally driven engine, simplifying process and generating data/feedback to improve future sponsor marketing provision.

1.-SQUARED-ONLINE_LOGO_HORIZONTAL_4C_RGB

To ensure I understand the ever changing marketing environment I graduated from the Squared Online course, developed with Google. I was elected by my peers as “inspirational” and welcomed their feedback after every project.

Set me a marketing challenge and I’ll deliver.