Red Diamond Retail

“Perfect's NOT EASY”

Red Diamond was ready to refresh their shelves...They needed a consumer friendly message, playing off their overarching brand strategy of "Expect Perfection". We needed consumers to know just how much care and obsession to perfection goes into every product. Thus was born the "perfect's NOT EASY" campaign. The story of how perfection is hard, tedious, and painstaking... but we wouldn't have it any other way. 

An initiative was launched, spanning Radio, Digital, Web and more, spreading the tongue-in-cheek story of how the path to perfect is arduous, but a way of life.

www.perfectsnoteasy.com

AD: Hannah Schober

CW: Tim O'Brien

Launch

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Digital

Expandable Rich Media

*Note: Viewers may need to turn off Ad Block

Social - Paid and Organic

Tinder

Retail Endcap

Additional Messaging

Alabama Athletics Sponsorships

Out-of-Home

RedDiamond_billboard_Mockup.jpg

MICROSITE

We designed a microsite specifically for Perfect's NOT EASY to drive traffic and educate about the perfection that goes into the products. We developed a video (https://www.youtube.com/watch?v=H0wYEyZkFX4) to explore the idea, and created a fun slider for the Ready-To-Drink Tea, to show the difference between us and the competitors. As you slide towards "Fresh", less and less words appear to show how less (not more) goes into making the perfect tea.

MiX_Mockup_RDRMicrosite.jpg

RADIO

We launched a national radio campaign, describing the radio voice's own tongue in cheek struggles knowing that perfect's not easy.