When floor retail space is limited and crowded, it’s hard to find a way to stand out. I like to give a bold personality a try to help bring a strong brand presence to life in the aisle.

The fun was coming up with what each brand sounds like and engages interest versus the straight-selling, dry tone that usually dominates the retail space.

With a limited budget, we answered with an unusually exciting campaign that educated the consumer on what the product was—and combined it with a freshness that matched the novelty of the product—and helped it stand apart from the rest.