It's In Our DNA
Rebranding and website design for a private equity company with a history of excellence
From the beginning, Kelso’s rich heritage has been about aligning interests to create partnerships. Alignment and partnership continue to drive Kelso. We created a website with the theme “it’s in our DNA” to reinforce that commitment. The feel of the photography reflects the personality and collaborative culture of the firm. It’s all tied together by a timeline of DNA strands that show the company’s history.
The Giant Bottle Experience
Two Story Tall Prescription Bottle Inside Penn Station
Prescription medication can come with the added burden of constipation. To demonstrate this fact in a fun way we created the Giant Bottle campaign. Then we took the big bottle idea and made it even bigger. A Giant prescription bottle was set up in Penn Station. Participants could have their photo taken holding the prop from the commercial and post it on social sites for a second chance to win $50k.
The Giant Bottle Experience
Two Story Tall Prescription Bottle Inside Penn Station
Prescription medication can come with the added burden of constipation. To demonstrate this fact in a fun way we created the Giant Bottle campaign. Then we took the big bottle idea and made it even bigger. A Giant prescription bottle was set up in Penn Station. Participants could have their photo taken holding the prop from the commercial and post it on social sites for a second chance to win $50k.
TOSHIBA
TOSHIBA
TOSHIBA
TOSHIBA
TOSHIBA
TOSHIBA
TOSHIBA
TOSHIBA
THE EVOLUTION OF WATER
We wanted to break into the competitively mature bottled water category. With a limited budget, the strategy was to efficiently introduce Fiji Water to health and status opinion leaders. The positioning would focus on being the leading-edge development in bottled water with “The Evolution of Water”. The communications initially rolled out in influential markets, including New York, LA and Miami.
The new brand positioning was integrated across traditional and unconventional media that included print, Internet, direct marketing, event marketing, sampling, sampling displays, point-of-sale and premiums. The communications have since extended into high-profile product placement, including Sex and The City, The Thomas Crown Affair, Cast Away, Friends and Ally McBeal.
As a direct result of the brand positioning and communications, Fiji Water has become the surprise break-out brand in the bottled water category. It successfully connected with the opinion leaders -- even being endorsed as “the celebrity favorite” in Marie Claire magazine. It is now the fastest-growing imported water in the U.S. with sales far exceeding business objectives. The national media has picked up on the success of the Fiji Water brand with stories on television and in print. It has recently been covered in Newsweek and The New York Times. Awareness of Fiji has now taken off worldwide.
