Loaded with protein… and nostalgia
I worked with ONE Brands to develop the pre- and post-release hype content for their sweet new Fruity Cereal bars. An elaborate CRM campaign and social posts brought users to a colorful product-specific landing page. Click the headline to taste the campaign.
I have a special love for packaging copy… so I very much enjoyed helping ONE Brands develop and implement their communication strategy for new ONE PLANT bars. I made significant contributions to the packaging copy and all online content associated with an exciting new sub-brand… that only lasted a few months before disappearing. So it goes.
ONE Brands Fitness Influencer Blog Posts
The fitness and lifestyle influencers who appear in ONE Brands’ blog come from a wide range of backgrounds and experiences. I work with these authors to ensure that each blog post features tone and content that are both individual yet in keeping with ONE Brands standards.
Only Natural Pet Industry Leadership Content
Boulder-based Only Natural Pet is a pioneer in natural pet foods and products, but their content didn’t always reflect that. So we created a series of blogs intended to highlight the brand’s continued industry leadership. Here’s a good example.
I stopped doing content for ONP when I moved to Wiland, but it’s good to see that the framework we established continues to shape their blog strategy.
We worked closely with an agency to develop the name, positioning and consumer communication for this new item. “4x more almonds” was the key–as was finding a sweet spot for nutritional claims that was both appealing and FDA compliant. Unfortunately, this product was, as we say in packaging, “ahead of its time” and disappeared.
Celestial Seasonings True to Our Roots Ad
Celestial is justifiably proud of its history in sourcing ethically produced ingredients. We liked to say that they were fair trade before fair trade was a thing. This trade ad gave us a two-page platform to provide details about sourcing–a rare thing to have enough space to achieve. Click on the headline to see the whole ad.
Celestial Seasonings Sipasana Ad
This was a fun lifestyle ad that managed to both reference Celestial’s perception as a “hippie brand” and look forward to the emerging young demographic we wanted to convert. It was such a fun headline and it really carried the piece. Click on the headline to see the entire ad.
Celestial Seasonings Jammin’ Lemon Ginger Herbal Tea
This was one of my favorite products we developed at Celestial. I have fond memories of it because the design and copy processes (including naming) worked together seamlessly. Click on the headline above to see the whole packaging flat.
Ben Perry, Writer 