Warhol Inspired Packaging,
Repeated Success
In collaboration with the Warhol Foundation, I created and launched the limited-edition Warhol label collection.
The labels were launched in 2004 at Giant-Eagle in Pittsburg, PA as a regional promotion.
In 2006, labels were printed on a premium label substrate and sold at Barneys department store in NYC for $48/pack.
The repeated success drove a national launch at Target in 2012 with 1.2 million impressions and cans flew off the shelves!
Today, cans continue to sell to collectors on eBay for $30—120.
Seasonal Snowman Campaign
In order to lift sales across the entire winter season and to delight consumers, I led the creative strategy for the Snowman Campaign. I directed the creation of the collectable retail packaging and exclusive Amazon multipack, enhanced the eCommerce assets with snowman graphics, developed assets for the landing page of Campbell’s first on-pack QR code, collaborated with advertising on the snowman characteristics, and consulted on in-store shipper design.
Snowman Campaign net $6MM incremental Sales
Chunky Camping Packs, Extending the Soup Season
Soup sales typically dip in the summer months. However, social media insights led me to direct the package design and ecommerce design of the Chunky camping series, extending soup consumption into the warm summer months.
