How do you restore the luster to an iconic American brand in decline? By casting a wider marketing net. I guided Honeycomb Cereal as Creative Director for ten years, reversing brand erosion by first adding tweens to our historically kid-targeted marketing mix, then going after teens and select adult niches. The result? Several years of double-digit growth.
CONSUMER MAGAZINE - "Spoons" - Honeycomb Cereal - Kraft Foods, client
TEEN GIRL PRINT - Magazine campaign - "SHAPES"
TWEEN BOY TARGET - Out-of-home campaign - "GOT THE MOUTH FOR IT?"
TEEN BOY PRINT - Magazine campaign - "IT'S A SIZE THING"
FEMALE TARGET 18-34 - Magazine campaign