For many established brands a repositioning that taps into the Zeitgeist is necessary but can be fraught with try-hard pitfalls. For Duracell batteries and Yellowtail wines, we had to reframe what their heritage meant in tumultuous times.

Yellowtail: Hello to the Brightside

The brand needed to be reset amidst a global pandemic and subsequent recessions hitting its target demographic hard. We tapped into the brand's bright sunny disposition and positioned it as the Bright Side in a bottle. The position was based on the newly created brand belief in the miraculous power of the small things that make life bright, like a tasty glass of wine.

Role: Lead Strategist

Additional Strategy work done by Ashley Wells & Ellie Caldwell

Duracell: Power you can trust

2016 was a heavy year. The powerful institutions felt unwieldy and untrustworthy; trust was and is at a premium like no time in Duracell's 100-year history. For decades Duracell had been the most trusted name in personal power. Our brand strategy to meet the moment was "A power you can trust". We brought it to life by repositioning the batteries as small cylinders of trust in a world that desperately needed it.

Role: Lead Strategist

For the Holiday campaign, we have a mom in Dallas to thank for telling us without batteries she could trust, "Christmas morning would be Chaos in my house."

Role: Lead Strategist

Additional Strategy work done by Cristina Pansolini