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Copywriter
Mt. Olive Pickles
Bringing America's top pickle into the NIL advertising space to put a new spin on a well-known byproduct.
CW: Foster Snipes
AD: A frustrated copywriter
Opportunity: Capitalize on medical testimony reinforcing the health benefits of pickle juice through the launch of a new product.
Insight: In the Carolinas, college athletics reign supreme. With the advent of NIL deals comes a chance to harness name recognition among local die-hard fanbases at a fraction of the cost of a pro athlete.
Solution: Target fans with their favorite athletes during pre-season hype with one simple message: The doctor knows why it works; the athlete just knows it works.
Idea Expansion
Insight: A little bit of pickle juice can make all the difference. Often times, less is more.
Solution: Embrace the potential controversy surrounding the lack of ingredients involved and the product's efficacy. Intentionally downplay the product, while boosting the statement it makes.
Print ads placed in Men's Health, Women's Health, Healthy Food, and Fitness magazines...
Yes, pickles are fruit. We inserted a pickle into the game that stole the hearts of the casual mobile gamer. To illustrate how Mt. Olive Pickle Juicers replenish energy, we gave a strike back to keep gamers in the game.
The use of billboards leading up to the launch captures earned media attention.
Two weeks later...
OOH and geofenced digital placements near yoga studios, gyms, and event centers like boxing arenas...
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