Jon Iredale

New product development for APB – Extra strong beer that has European credentials. To grab some of Special Brew's monopoly in this segment. Being involved at the product’s inception meant developing the name, designing the bottle & can plus support marketing material. The beer now holds 50% of the strong beer segment.

Tactical press I POS I Events 

Pitched and won the Costa Coffee account for Karmarama. Created marketing campaigns to reinforce coffee credentials, highlighting barista expertise and bean quality from sourcing to roasting.

Ideated and designed unique cups for a Christmas campaign. Exploded social media presence with a campaign incorporating customer interaction with the cups and enabled Costa’s first £1m day.

Took Costa from #4 to #1 market position in the UK coffee sector, then supported their international expansion to become the world’s largest coffee shop brand.

#costachristmas 

When you are the challenger in the yoghurt section of the supermarket aisle it's important to engage with the customer beyond just 2 for £3. With this concept the customers interaction with Onken is rewarded for both social input and consumption. 

Having won the pitch we were then given three cities to help with their footfall. The first was Bath, which was not on the thoroughfare so we needed to get visitors to know where to go. Plus re-engage the locals.

Graeger witnessed the successful launch of Rich Prosecco and decided to compete on it's home turf. With an ample supply of German sparkling white wine they added Cassis to make a Kir Royale, add design and a marketing strategy and you have an instant sell-out winner. 

Can design I Targeted event marketing I FSDU I trade literature

The launch of the Yorkshire Banks’s business campaign had two roles - to increase their customers in the business sector & to demonstrate to Virgin Money that they were a attractive proposition.

This campaign was used across the world to promote Costa Ice. The creation of the POS suite was designed to be easily adaptable across multiple markets and languages. Naturally it was highly popular in the Middle East. 

In a world of business marketing we created a style of communicating that was engaging and eye-catching, and most importantly it got across the products key competitive advantages. Vodafone's business consistently gained market share over this period.

In a marketplace where Costa's coffe heritage could be overlooked as they become a part of most of the country's high streets; this was part of a series to show how much care goes into making a Costa Coffee. This coincided with Costa winning "Britain's No.1" again.

Once Tesco acquired Blinkbox as a way to offer a wider service to their customers, it became essential to educate and communicate with this new base.

It was all about retailtainment, to create a space that customers could engage with and find resonance with the way they live their lives.

This was a Cadillac a highly successful launch for GM in Europe. Here was a car that made a statement. And all we needed to do was amplify that. The dealers were delighted as they soon sold all of their stock and then had waiting lists.

All the masters were created in English first and then where needed translated the regional markets. 

Catalogue I Showroom I POS I Event I online I TV 

Levi’s in Australia launched a range of jeans called “loose Fit” and this was the multi award winning image that supported that campaign. Sales figures were so good that they had to restock the stores within a month of the campaigns debut.

There is an honesty about Sprite and that was the theme of this series of pieces. This campaign was created in Australia, yet so liked by the brand team in the USA that it was expanded to run internationally. The Cans or bottles from each market were shot and the text transcreated to make it work worldwide.

Kenwood are one of the leading brands for in-car entertainment. Here is a campaign for their DVD screens, music hard-drive & SatNav system, at the point when these were only available as an after market option. These were press ads in car enthusiast magazines - ther perfect way to reach trhge target market and to reach Kenwood’s sales targets.

Singapore like much of the east is a country of tea drinkers, so when the likes of Starbucks came to town there was a great opportunity to raise the profile of Nescafé, by highlighting its coffee heritage and quality. This proved to be highly successful as monthly sales figure rose as the campaign gained awareness.

Interestingly at this point in Singapore most of the country were cooking with bottle gas! Which will every now and again run out. So this campaign was to get the gas customers to switch to piped gas from Powergas.

This was a summer campaign for a launch of a new product for Costa called ‘Cold Brew’. Using lightning bolts and penguins in the droplets to highlight that the drinker would still get a caffeine hit and a cold refreshing drink.