Centrum had a bold new creative for their above the line campaigns, however the challenge came when it was time to integrate this across all touch-points.
Working with these core assets, we were challenged with developing a visual identity toolkit and usage guidelines, providing everything required for Centrum to bring the campaign to life through the line.
All creative people love a challenge and like nothing more than to put their own stamp on a piece of work, and whilst this is essential to the creative process, when it comes to flawless execution without proper guidance, this can lead to inconstancies, inefficiencies and poor alignment.
What We Did
We created a brand toolkit that laid out every aspect of the core creative idea, providing inspirational activation ideas. This ensured that both partners and markets had everything they needed to implement the campaign quickly and easily, whilst staying on brand and without having to reinvent the wheel.
The document laid out every aspect of the campaign, from a significant shift in communication and brand strategy from ‘features led’ communication through to a more emotionally focused ‘Masterbrand’ message, to the rules and guidelines on how to implement the creative.
We provided a messaging hierarchy and tone of voice to ensure a fully consistent approach and finally provided examples of inspiring creative execution, including press ads, POS and on-pack to help ensure consistency in execution.
The campaign was a real success; we achieved full integration through the line, leading to significantly increased consistency of message and brand love.