In my Advanced Campaigns Class at Wake Forest, I was tasked with developing a campaign concept for Primo water.

 In coming up with a concept, I had to consider the essence of Primo’s “character” as a brand, what both Primo valued and the customer valued, the dynamics and demographics of the water industry and where Primo fit into them.

Before getting to the creative portion, I sorted through a 90-page document filled with the company’s history, statistics, and goals.

In those 90 pages, I found that both the data and values pointed towards Primo’s ideal customer: someone who valued simplicity and wellness. Therefore, I based the rest of my campaign considering the customer.

Starting with the “crux,” I reminded Primo’s “creative team” of the main issue blocking its success in the marketplace, and then provided an overview before setting up my main creative idea: To make Primo the most positive thing you can do for your body, mind, and home through simply keeping your glass half full.

By using a play on words/ tapping into an already established cliche saying about positivity, I made a creative rhetorical choice that encompassed research, the market issue, and a plan to go forward.

To end the presentation, I presented possible creative partnerships that would help to promote the campaign. Each partnership was intentional and fit the campaign’s ideals and values.

From the breakdown, presentation, this creative campaign pitch demonstrates my ability to break down an issue, present and detail a creative solution, and tying everything into a cohesive story.

Primo Campaign Concept Mock Up

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