Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

Challenge is going into new markets across the United States where it's 100-year legacy is less powerful, since unlike the west, awareness is low. We need a trigger to help people in the midwest, south, and east recall the brand message, and fortunately Challenge has one built-in. Because butter is traditionally a “low involvement” category, we can make the Challenge "Elk" iconography more powerful by using it to “involve” the consumer. By letting them “own” the mnemonic, we can create both a way to remember the product and a perceived emotional connection to the brand.

When we love something, we wear it.

On our heart, On our sleeve,

On our faces... and perhaps,

on our heads.

 

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Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

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Branding Platform: Challenge Dairy

> Advertising / Marketing Communication Concepts and Language

 

 

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Challenge "ElK" Radio

 

> Writing

> Direction

> Production

 

Produced to introduce Challenge Butter in new markets, these spots leverage the iconic Elk on the package, and help new consumers to

know what to look for.