Palm Bay Imports
2006 ReBrand 100 Winners > notableIndustry: Beer, Wine & Spirits - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge – After 50+ years in the U.S. Lancers sales were sluggish—brand loyalists were aging and its tired image wasn’t attracting any new consumers. Strategy - To address the problem, Lancers received a complete package redesign. We launched the new Lancers with the “Drink in Living Color” campaign targeting young, urban adults. The campaign repositions Lancers as the hip, stylish choice for those who want to live creatively. We developed a hipster-inspired, animated TV spot with a lounge-funk original score, an accompanying website where users could sign-up for the “Drink in Living Color” sweepstakes, and a host of POS materials. Result - Since its redesign, case sales have exceeded Lancer’s projections for the entire year and are now double the original estimate! Multiple awards and the Lancers sweepstakes have contributed to the positive response from wholesalers, retailers and consumers. Credits: Client: Palm Bay Imports - www.palmbay.com Creative Firm: REVOLUCION - www.revolucionnyc.com Chief Creative Officer: Alberto Rodriguez Executive Creative Director: Roberto Pedroso Art Director: Abby Lee Agency Producer: Evelyn Badia Illustrator: Kenny K. Production: wild(child) Editorial Producer: Alexander Leal Animation & Editing: Jim Forester Music: Steve Mac, Mac Sound [back] |
