I have been leading creative on the Dunkin’ retail business for three years leading strategic messaging for POP, menu boards and digital menu boards.

Dunkin' needed a unique retail identity system to express its optimistic point of view.
An identity to deliciously reinforce its pop culture status that we called D-POP. The approach lead how Dunkin’ food and beverages are represented in TV, out-of-home, digital and, of course, retail. All Dunkin’ product imagery is captured and distributed by our team to other national and local agency partners.

We created the Dunkin’ Go2s platform and the integrated campaign for it and other promotional programs like Donut Fries and Fall.

Nothing unites the world like the Olympics and of course, Coca-Cola. We created the Coca-Cola six-pack of athletes to commemorate the long-standing partnership for the 2012 Bejing Summer Games accross all media and packaging.

By entering MyCokeRewards point from packaging, consumers could get commemorative Olympic and Coca-Cola themed merchandise.

SOCHI

For the winter Olympics we sent consumers on unique experiences with our athletes.

All photography by Gary Land.

At the time, McDonald’s restaurants were overloaded with offers, different design approaches and messages. Food quality perception was down and the environment was cluttered and confusing.

We eliminated message clutter and created harmony between core menu, promotion and ambient communication. The new photography style was deliberately imperfect to drive appetite appeal along with a fresh and uniquely McDonald’s presentation of our food.

The idea was sold into owner operators, implemented throughout North America and the philosophy adopted globally with some markets getting direct training from our team.

Some of the results:

Achieved 1% increase in sales since the 2005 launch of Simple Bold

13% increase in average monthly sales since the ’05 launch of Simple Bold


6% improvement (42 vs. 36); consumers felt the ingredients used where good quality


11% increase (53 vs. 42); consumers feel McDonald’s is more appealing and inviting


14% increase (55 vs. 41); consumers felt the overall décor was more attractive and comfortable

I have worked on numerous McDonald's promotion including new product launches, Monopoly, DIsney partnerships, had a few programs during the Beenie Babie craze, and more Happy Meal programs than I can remember.

Most recently, I ran a Coca-Cola program for McDonald's called Grab Summer by the Buck that promoted any size drinks at McDonald's in the summer to young adults. It brought social media behaviors, McDonald's and Coca-Cola together for a program that ran in 2013 and 2014.

I was heavily involved in the Ronald McDonald Happy Meal toy merchandiser and won a Gold POPAI award for the Monsters, Inc display that incorporated motion-activated lights and sound to replicate events from the film.

The Disney Cruise promotion won a Silver POPAI for the 3 dimantional cruise ship display that allowed you to look inside to see scenes from the vacation experience.

It was fun to design the identity for the Mighty Kids Meal initiative that was for tweens. It was also the first time partner properties were required to integrate with the McDonald's brand look instead of using the entire package as a billboard for their own movies and products.

For the Nabisco summer and back-to-school program in 2015, we partnered with the latest hot boy band, 5 Seconds of Summer.

We kicked off the promotion with a stunt at the band's LA Forum show surprising concert goers as they posed in our branded photo booths.

Throughout the summer and into the beginning of the school year, consumers and fans could interact with each of the boys through "School Rules" assignment challenges on-line that rewarded fans with tickets to shows, personal band gear and unique messages.

Diet Coke launched its partnership with Taylor Swift in 2013 with a national promotion around Taylor's Red Tour and specific retail customer activations including a Young Designer T-shirt contest with the winning design being offered exclusely at Target. 

Photography by Marc Hom.

AWARDS

Chicago Addy Silver: Non-Traditional Advertising

District Addy Silver: Non-Traditional Advertising

HUB Award Silver: Shopper Marketing Campaign

Reggie Golds: Multi Partner Campaign & Shopper Marketing Campaign

MAA Globes Silver: Best Sponsorship or Tie-in Campaign

For the 2010 summer, we decided it made common sense to welcome troops returning from Iraq and Afghanistan with a piece of the High Life.  Everyone that appreciates the High Life had the opportunity to give a piece of that life to our vets and their families.

Caps of Miller High Life became the symbol of giving a piece of the High Life. Each cap had value towards experiences for our vets such as baseball games, river rafting tours and backstage passes at concerts.

The campaign was the best executed program in the history of the brand, with unprecedented distributor and sales force participation.

The program was executed in the summer for 4 consecutive years with some new creative executions and participation tactics.

Check out the video in this gallery or go to the videos page.

VIDEOS

AWARDS

Addy Gold & Silver: Sales Promotion Packaging & Sales Promotion POP

Design of the Times Bronze: Convenience Stores

Effie Silver: Small Budget

MAA Worldwide Bronze: Best Partnership Marketing

Reggie Gold & Silver: Shopper Marketing & National Consumer Campaigns

Pro Awards Winner: Best Idea or Concept

In the highly competitive landscape of value-based, below-premium beer, We created value beyond price with “Canhole” — a simple version of the popular "Cornhole" or "Bags" summer pastime. With some crushed cans and a couple of 30 packs of Keystone Light, an impromptu game could be played anywhere, anytime.

Of course we gave away small Keystone Bags in select retailers, but the idea got more ridiculously fun when we partnered with one of the largest convenience store packaged goods brands, Jack Links. Their beef jerky packaging was the perfect size to toss into the Canhole. Not to mention pairing their pitch-"man" Sasquatch with our own Keith Stone made for a unique team to play Canhole against. They challenged your sjills in retail and we created an on-line version that you could play by buying singles cans of Keystone Light.

The program helped stem Keystone Light’s sales decline by being easy to execute for retailers and easy to play for consumers.

Check out the video at the bottom of the gallery or go to the videos page.

VIDEOS

The NCAA March Madness Tournament partnership is perfect to support the brand essence of “challenging the status quo to prove what’s possible”.

Real Coke Taste and Zero Calories is a promise that is met with much skepticism by consumers because of the expectation they have for what a “diet cola” should taste like. It seems impossible to believe, that is, until they try a Coca-Cola Zero and experience that ah-ha moment.

The brand visual identity was designed to challenge the expectation of what you are viewing. To visually deliver an ah-ha moment. 

Again, a great partnership with Turner Duckworth allowed integration of thematic packaging to help deliver on the idea as well as merchandise a reason to pick up the product.

The retail display spectacular won Gold and Platinum Design of the Times awards.

The images were used in all media including retail, OOH, and banners all over the tournament.

AWARDS

Design of The Times Gold & Platinum Winner - Coke Zero March Madness Spectacular

AWARDS

Reggie Bronze: National Consumer

POPAI Silver: Retail Display

Miller High Life and Harley-Davidson are two classic American brands that truly represent what the "Good Life" is really all about. For this summer, as part of our Pursue the High Life idea, we commemorated that American spirit and authentic pursuit of enjoying the simple things in life with packaging and merchandise designed by artists that live and love the High Life and bike culture. Roland Sands, Derrick Strawcastle, Hydro 74 and Jon Contino all contributed original pieces of art that brought the brands, and their ideals together into a unique collection.

The art is being used across all of our merchandise including posters, packaging, POS, wearables, glassware and signage. You might be able to see it all live throughout the summer.

One other piece included here is a pet project that I had been trying to get done for a few years. The Girl in the Moon, Miller High Life's patron saint of everyday celebration (as I like to say) was brought to life. She has been seen everywhere for almost 100 years, but had never been photographed. And it got done by a few people who's love the for the High Life and love what they do. It's a good little story, I would be happy to tell it to you.

Our early Zero work followed the visual identity we created for our 2010 programs but progressed into the "broment" space we created with our 2012 programs (click on the Coke Zero NCAA 2012 gallery).

To help facilitate moments of guy bonding, we created Squares Bowl.

Super Sunday is no longer about the game. It’s about the bigger “game” that surrounds the 60 minutes of football. It’s about the party. It’s about 100 million people watching, talking, texting, posting, Liking and Tweeting all day long.

And while the game itself has plenty of sponsors, no one really sponsors this social phenomenon around the game. So Coke Zero is going to own the Bigger Game happening on Super Sunday.

COKE ZERO GIVES FANS A GAME WITHIN THE GAME

Coke Zero created the world’s largest Square Game online for Super Bowl Sunday. Instead of winning something every quarter, fans will had the chance to win something every minute of the Big Game.

60 minutes. 6000 chances to win. 6000 reasons to buy Coke Zero.

AWARDS

The One Show Gold

As part of the Arctic Home program that helped to protect the habitat of Coke's beloved polar bear, we created national retail merchandising as well as a specific retailer program for 7 Eleven. We called it The Snowball Effect. It was designed to engage our teen consumer in the cause and keep them shopping at 7 Eleven.

Check out the video at the bottom of the gallery or go to the videos page to see what we did.

VIDEOS

AWARDS

CAN HUNT

Addy Gold: Interactive Multimedia

Design of the Times Gold: Convenience Stores

Reggie Gold: National Consumer Campaign

Shark Award Finalist: Best Use of Social Media

Pro Awards Winner: Best Promotion on a Budget

SMOOTH HUNTING

Reggie Silver: National Consumer Campaign

Design of the Times Silver: Convenience Stores Display

For Keystone Light drinkers, going hunting is more about hanging out and drinking beer than actually hunting. We created “Can Hunt” so our guys could enjoy the season without having to shoot a thing. Limited-edition orange cans were randomly seeded in packs, and we encouraged guys to “find it, mount it, show it off” by using custom “canimal” mounts that could be cut out from pack interiors and used to proudly display their finds. The “Can Hunt” program stood out from other hunting programs and helped stem the decline in Keystone Light.

Check out the video at the bottom of the gallery or go to the videos page.

The previous year, the Keystone Light hunting promotion was just as fun, but you needed a lot more cans and ingenuity. We actually made some actual full-size Keystone Light "Beer-Deers" that were displayed in a few key retail locations. Otherwise most retailers displayed a flat cardboard replica.

VIDEOS

The battle for retail dislay opportunity is a lot easier when you can come in with your guns blazing.

The Coke Zero tie-in with the summer blockbuster Battleship, almost literally gave us the kind of fire-power we needed.  This customizable battleship display had the flexibility to be built in whatever size needed to merchandise an armory of Coca-Cola and partner food products.  Launching the week of the movie release of May 14th, the ships stayed in service for 4-5 weeks.

The displays also were used at promotional events and helped meet company sales goals while building larger basket opportunities for retailers.

We built a prototype with our friends at Rapid Displays (thanks Doug!) and sent it out on a promotional tour prior to the film's release to gain excitement for the partnership and retail customer buy-in.

Check out the video we captured of the prototype in the Rapid Display shop.

A great partnership with Wieden Kennedy and Turner Duckworth made for many great, unified summer thematic programs for Coca-Cola. From the back yard to the beach, we worked together to make sure everything from out-of-home (or I like to say out-of-store) to simple retail shopping activations and collectible thematic packaging and merchandise worked together. We set up an ideal and helped facilitate those occasions with the brand that hopefully helped create unforgettable moments, or at least more enjoyable moments, with your friends and family.

AWARDS

Effie Bronze: Shopper Marketing Promotion

Reggie Gold & Bronze: National Consumer & Shopper Marketing

Pro Awards Winner: Best Retail Promotion

The Foster’s “Oil Can” is the most iconic single-serve beer in US distribution. The client wanted us to make the Oil Can feel more socially relevant and sell more of them to consumers that usually buy just one at a time.

3 Foster's "Oil Cans" are more beer than a traditional 6 pack. (If that wasn't already obvious, we did the math: 3X25.4oz = 76.2 oz vs 6X12oz =  72 oz.) 

The big duh here was to use the classic “How To Speak Australian” campaign to present an Australian version of a conventional six pack. But dang, those suckers are hard to carry. So we made a carrier. It started as a bring-it-back boomerang carrier, but the more traditional snap-on carrier was inexpensive and easy to ship and display.

We made a few new "How to Speak Australian" commercials that featured social bring-the-beer occasions and we made a specific spot that supported the retail "Six-Pack" idea.

With television advertising supporting the retail merchandising solution and communication, the Aussie Six-Pack idea increased oil can distribution by 4% resulting in a 16% sales increase in the convenience channel. The clients and the field were pretty happy with this one.

We were too, the Aussie Six Pack idea won an Effie and a Reggie.

Photography by Clint Blowers.

Pints and Plates is a digital beer and food pairing platform that my team developed a few years ago and though it has gone through numerous updates and changes, it is still a valuable and successful platform www.pintsandplates.com.

The program was inspired by the foodie trends of our consumers and expands on the more common behavior of pairing wine with food. Although this is a fun and engaging solution for our shoppers, it also allows distributors to gain incremental display at retail for brands that don’t typically get that space. For the retailer, Miller is a valuable partner for building basket.

The Big Game is big competition, especially for retail feature and display. Coca-Cola’s biggest competitor, PepsiCo and Frito Lay were ahead in securing space with their Power of One execution, so we needed to get on the shopper’s list before they got into store. So we partnered up with Mondelez, MillerCoors and E-vite to create Home-Bowl, a program that put our brands in the center of our shopper’s Big Game party planning before they went to the store.