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.
AD: Hannah Schober
CW: Tim O'Brien
Launch
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
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.
RADIO
We launched a national radio campaign, describing the radio voice's own tongue in cheek struggles knowing that perfect's not easy.