Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Recently uploaded
Recently uploaded (20)
Kennedy Creative Portfolio
- 1. KENNEDYCREATIVE strategy + design for high growth brands
- 3. KENNEDYCREATIVE cincinnati . new york strategy + design for high growth brands WHO WE ARE Our firm, Kennedy Creative, was started 18 years ago and brings over 75 years of As a result, Kennedy Creative has eliminated unnecessary obstacles, allowing us to focus Consumer Packaged Goods (CPG) experience to our clients. We specialize in identifying on the target - successful solutions for our clients. We respond quickly and are flexible and and leveraging the unique benefits brands offers to consumers. Our research, strategy innovative enough to exceed expectations, both around the corner and across the continent. and award winning design have helped our clients build their high growth brands. We pride ourselves on excellent customer solutions. Our goal is to tap our vast resources To us, bureaucratic layers stifle ideas, add complexity and prevent clients from getting of experienced creative thinkers - to not only produce solutions that go beyond expectations, the full attention they deserve. but produce maximum results in the marketplace. Our network of creative talent is directed by managers with the know-how to get the results our clients demand. WHAT WE DO Our passion is branding, our history is creative packaging and our focus is your brand. We research, create, build, direct, revitalize and manage brands. Our approach is straightforward. We partner with our clients. We embrace strategies, are mindful of processes and understand the importance of big-picture solutions. Bottom line - we love what we do. We choose to work because we find it rewarding, enjoyable and satisfying, and so do our clients. HOW WE DO IT The structure of Kennedy Creative is pared down to the essentials. Our managers assemble and direct a creative team that is uniquely customized to your needs. They maintain focused discipline on project objectives, schedules, and budgets. We combine experience with enthusiasm to create the best possible solution for you and your brand. BELIEVE IT We are so confident in our ability to provide the best strategic solutions for our clients that we have developed a simple way of walking-the-walk. The Kennedy Creative Guarantee: We will deliver beyond your expectations or we will work for no fee until we do. Period. 1
- 4. research/strategy private label LOYALTY PROGRAM Extensive consumer research drove these Devised, wrote, developed, created and dynamic redesigns of Kroger’s premium analyzed a personalized loyalty program to Private Selection line and Kroger brand coffee. help retain and “build wallet” of PNC’s high Private Selection Coffee: Generous use of color net-worth customers. The results were a and metallic gave this line an international travel dramatic 67% return on our questionnaires feel. Original oil paintings used as backgrounds and 8% improvement in customer retention. provided an appropriate premium attitude. Kroger Coffee: Created an inviting and of easy-to-shopBoxes look that resulted in a s9-1 lb. brand e Includ tions asta tali P repositioningaon store shelves. ne D’I Tradizio hes, ain Dis t for M Perfec op d s & Sala Soups club store P&U survey ine Fettuc from Kennedy Creative, wrote, developed, created Developed a cost effective system that optimized current retail structures and and analyzed an extensive consumer P&U graphic equities paving the way for this entry survey program. The results provided valuable ith Old Italy w into club stores. Over 100 configuration insight into customers’ wants, needs, desires in Made Tradit ion and packages were explored, capitalizing and understandings. Italian World on current packaging structures as well as ste y & Ta for Qualit z. (1lb) exploring new innovative packaging materials. o 6 t. 9 - 1 Net W 2
- 5. strategy/marketing exploring new markets community connection A series of concept boards were created for Kennedy Creative helped to develop consumer research that helped to identify and execute a distinct, regional online multiple market opportunities. marketing program designed to strengthen brand loyalty. By coupling manufacturers and retailers with community fundraisers, we made the process easy for all stakeholders. grass roots repositioning marketing Energized an old brand for new owners. The traveling Creamette and Prince brand Creamette was updated by rewriting a trucks and kitchen trailers crisscrossed “new” brand history that led to a complete across the Midwest promoting the brands rebranding, leveraging unique historical at the “grass roots” level, building brand equities that were made relevant to current awareness for line extensions and new and new consumers. product introductions. 3
- 6. branding expertise regionally Focused strategy & design SCORED FORM EXAMPLE SCORING GUIDE We build stronger, more profitable regional brands. x 4 REGIONAL BRANDs x x 5 2 Our goal is to help your local brands dominate in the x 3 x 3 marketplace. Our mission is to elevate the role that regional, local and place-based brands play in their respective categories 17 by identifying and leveraging the unique benefits these brands This package would be rated as marginally effective. offer to consumers. Regional Brand Builders (RBB) is a specialized team of Consumer Packaged Goods (CPG) experts from Kennedy Creative dedicated to elevating the role of local brands. With Bone Suckin’ $5.59 • Premium Price Anchor Bar (Wing) $4.64 Walden Farms $4.88 • • over 40 years of CPG experience, we specialize in Strategy, Olde Cape Cod $3.46 • Nance’s (Wing) $3.49 • Stubb’s $3.08 Brooks’ $3.25 • Design, and Retail Execution. Our proprietary RBB Brand • Salamida’s $2.80 • Dinosaur $2.42 Famous Dave’s $1.88 • Audit® was developed specifically for the unique needs of Cattlemen’s $1.74 Bull’s Eye $1.55 • • National • Local DESIGN Sweet Baby Ray’s $1.50 local brands. Customized to your brand, our system identifies • Montgomery Inn $1.79 • the needs of your local consumer and positions your brand to Open Pit $1.20 • Kraft Hickory Smoke $0.93 • Price Chopper (PL) $0.92 fill those needs. Chicken ‘n Ribs $0.87 • • Value Priced From product ideation, to creative concept generation, through design completion, we always deliver results that will exceed your marketing objectives, guaranteed. Unlike other creative firms, we provide marketing strategy, downstream Within the Barbecue Category retail support, and sales support that will take your brand from Segments Timid Users General Hard Core Adventurers idea to the store shelf. • safe • use a variety of • like to try new products Attitudes • not sure about new items barbecue products • looking for new flavors • like 1 or 2 brands Our Regional Brand Experts have done the research. • dislike surprises We have the experience. Behaviors • do not brand switch • would try a new product in a brand they currently use • read labels • try new products • share with others Let us empower your brand. 4
- 7. category management regionally focused Category ScoreCard brand MANAGEMENT We manage your category by leveraging regional brands. 1. Identify appropriate categories 2. Review Quantitative Performance Measures 3. Cross Functional Team 1. Availability 4. Qualitative Market Level Assessment 2. Assortment 5. Deliver measurable findings 3. Pricing 6. Identify the right regional brands 4. Shelving 7. Integrate regional merchandising, assortment, pricing, and shelving 5. Opportunity 8. Increase consumer awareness of regional offerings 6. Sustainability 9. Develop regional new product pipeline business performance packaging benchmark evaluation system 1. Innovation Platform 1. Unique Identity 2. Convenience 2. Priority of Communication 3. Message 3. Reason to Believe 4. Trial 4. Overall SKU Presentation 5. Loyalty 5. Memorability 5
- 8. business creation Sustain was built from the ground up as a new idea rooted in a simple sustainable pr0mise. We are committed to bringing only locally owned, locally grown products to mainstream grocery. CONSUMERS suppliers retailers 85% Wish local products • Support local farmers/ Benefits to Retailers - were clearly marked as a businesses • lo Cost Savings wned cally local product yo • Build community pride gr ll • Vendor Consolidation loca own Sustain Brand Suppliers Local Retailer’s Suppliers 83% Believe that their • Strengthen local community benefits when economies • Purchasing Consolidation they support locally owned • Forage for fresher, businesses na healthier options • Shipping Consolidation tio n nally know 79% Are concerned about • Organize many local where their food comes brands • Receiving Consolidation from • Deliver unique varieties • One Company vs. Many 82% Would like to be able to • Promote and build compare local products with brand awareness • DSD vs. Warehousing Costs national products on shelf • Advertise and tell the • Managed Inventory brand story 50% Would be willing to pay more for a product that is • Create an intimate bond grown or produced locally with loyal consumers Sustain = Local unique local stories One recognizable brand name Each Product has its own unique local story 6
- 9. ground breaking ideas market creation pr promotion This groundbreaking concept was created We built a one-of-a-kind bike concept to for the New Product Development Team at be used as a traveling PR program for P&G. The strategy was to lift the sales of CATERPILLAR. The bike was built by Orange smaller brands by coupling them to large County Choppers and featured on the brands. This was the precursor of the Discovery Channel. current trend in the market of combining brands to move sales. value added line extensions Kennedy Creative saw an opportunity to Sam Adams is an American Revolutionary boost sales in the pickle category by adding War hero. We utilized war themes to brew a special “Pickle Puller” to product lines, revolutionary flavored line extensions. thereby making the brand more valuable and the pickle jars more consumer friendly. Heinz Sweet Ketchup is a regional formula concept. The Kibbles ‘n Bits package was rebuilt to help the printability of the concept. 7
- 10. brand creation child diet/energy development The leftovers of two dead brands were Put pen to paper to create a series of fun animated into a new brand, Optibolic. new characters geared toward children This rebranding and repackaging program ages 2-5. This learning series included generated $15M in new sales annually for original coloring books, original songs, 7 years. original characters, clothing and plenty of kid appeal. bundling program commodity branding Brand creation, naming, and a complete Jack’s Magic Beans is an award winning package system from Kennedy Creative package who’s purpose was to breath life added $26.2 million in new sales within into a commodity line of products. the first 6 months of sales. 8
- 11. brand revitalization food service private label channel Private label revitalized by an intelligent Kennedy Creative created, developed and use of vibrant color to create an exciting executed the successful rebranding of the visual dialogue with consumers. The brand North American portion pack program for family is held together by the remade Smuckers. large brand logo and consistent use of photography. time/cost brand/category savings management We updated the overall look of the A-Z vitamin The Kroger Cheese category used over 16 and mineral line with a simplified color different colors, creating a “rainbow” of color palette and strong item-specific versioning. in the store case making the category difficult By utilizing shrink-wrap technology, we to shop. We took the Kroger cheese in a new significantly reduced the number of parts per direction, creating a large, distinctive brand- item, time to market and a production cost block that created a cohesive look for over savings of 18%. 900+ SKU’s nationwide. This new direction resulted in an 8% sales increase. 9
- 12. brand revitalization Aquisition market leader Our challenge was to increase sales to Prince pasta was updated to bring vitality help make the company more attractive into this 90-year-old brand. Clearer product for acquisition within 24 months. Our segmentation helped consumers shop the rebranding, repackaging 80+ SKUs pasta varieties. The rebrand helped maintain and new shelving program resulted its leadership position in the market. in sales increase of 28%. Acquisition accomplished. introduction PRIVATE SELECTION to retail Graphic standards were updated and Kennedy Creative expanded a 75-year-old maintained for this upscale private food service line into the retail market. label brand line. This line covered many This recreation started with 2 SKUs and categories, hundreds of SKUs and a expanded to 12 SKUs. Sample sell kits multitude of packaging structures. were created and additional food service brands were repackaged for retail. 10
- 13. delineation Filter program filter program Developed and maintained this line of oil, Helped to develop and create a new to air and cabin air filters. 149 SKUs are in market line of air, oil and cabin air filters. this line of filter products. All 282 SKUs were produced trilingual. Managed all downstream suppliers and deliverables. filter program oil filters Maintained and expanded this Maintained and expanded this race ready performance driven line of oil and air line of oil filters. Generated custom made filters. We managed all downstream QR codes for packaging making access suppliers and deliverables. 173 SKUs are in to filter information and installation this line of premium products. instructions a quick scan away. 11
- 14. 07/10/03 PMS 871 Metallic Gold changed to PMS 872 Metallic Gold per new Graphic Standards Guide, dated 7/8/03, from Loraine Simpson. P - Logos Private Selection LOGO (07-10-03) SPOT COLOR PMS 485 PMS 872 100 K FOR MOST APPLICATIONS FOR SMALL LABELS 4-COLOR PROCESS 100 M, 100 Y 35 C, 40 M, 84 Y 100 K r i v e r· s p a n FOR MOST APPLICATIONS FOR SMALL LABELS SCULPTURE EXHIBITION AND SALE REQUIRED ELEMENTS FOR PACKAGING SIGNATURE COPY: Pick-up from “SIGNATURES” folder on server. File Name: Inter-American Signature GUARANTEE STATEMENT: Pick-up from “SIGNATURES” folder on server. File Name: Inter-American Signature Private Selection Script = Larissa Regular Premium Quality Type = Optima Demi-Bold 12
- 15. identity Event Hall - Identity Set #3 rR “Fo eal ke s” Buttermilk Panca 13
- 16. clients A FEW OF OUR CLIENTS Asset Advisory Group J&L Management Bedrock Group Development Company Kao Brands Borden The Kroger Company Carbon’s Golden Malted Links Construction CATERPILLAR NASA Champion Laboratories New World Pasta Diversipak PNC Bank Global Food Procter & Gamble GNC-General Nutrition Corp. The J.M. Smucker Company H.J. Heinz United Dairy Farmers Int’l Publishing Group Unilever 14
- 17. KENNEDYCREATIVE strategy + design for high growth brands 110 Front Street | Cincinnati, Ohio 45157 p 513.381.4900 | f 513.381.4915 kennedy-creative.com Matthew Kennedy - Principal mkennedy@kennedy-creative.com