I am an advertising student, and this is my portfolio, so far. As I grow, the portfolio will grow with me, but this is only the beginning.

1. Alexander
Russo
Account Services
GLAD
Canada
Campaign
Dentyne
Campaign
Winning pitch
to Dare
Alexander
Russo
Resume
Bell
Canada
Cause Marketing
Campaign
Starbucks
VIA
Campaign

2. Dentyne
Campaign
Winning pitch
to Dare
GLAD
Canada
Campaign
Alexander
Russo
Resume
Bell
Canada
Cause Marketing
Campaign
Starbucks
VIA
Campaign

3. Strategy
Brand History
Audience Insights
When the gum was first advertised in 1956
it quickly established itself as a gum that
“brushes your breath” some earlier taglines
that were used were along the lines of “the
gum that cleans teeth”. In addition to claiming the oral hygiene appeal in the category,
Dentyne also became the first gum that was
available in pellet format.
Positive:
Current Situation
“I usually just buy the gum closest to me”
“Dentyne seems old, its been around for a
while”
“Choosing a gum isn’t important to me”
Dentyne earns most of its sales from loyalty.
The brand has been around for much longer
than many other brands on the shelf, so consumers trust it as a reliable product. On the
other hand, Dentyne has always utilized advertising to its advantage. With annual sales
of $91.82 million, the brand is doing well for
itself.
Demographics
Age: 22-29 (bulls-eye 25)
Gender: Male/Female (50:50)
Geographic: National (English Only)
Marital Status: Single/in a relationship
Socioeconomic Class: Low to middle-class
IND. Income: $25,000+
Occupation: Student or a mix of blue collar
to white collar careers
Education: Post secondary/ graduate school
level educations
“I like sharing my gum with people I find
attractive”
“I always like to have a pack of gum on me”
“Chewing gum makes me feel more
confident”
Negative:
The Winning Strategy
Our biggest insight was that people wanted
to share their gum with other who they found
attractive, so we came up with a way to use
Dentyne as a weapon for getting a little closer
with that person. After testing the product,
we decided that each had their own meaning,
for example, Spearmint had a “we’re just
friends” taste. Our ads for Spearmint would
then portray people using the gum in that
way, however, this was not the case for all
the flavours. The flavour Midnight Mint is
Dentyne’s naughty gum, so if you gave that
out it had a very different message; it said
“it’s good to be bad”. We wanted the target
to see how they could use different flavours
within the situation they were dealing with.
They strategy was built so that the target
would feel that they would not only need one
pack of gum, but that they might potentially
need 7.

4. Creative
Billboard
Print
In collaboration with:
Hayley Steinman
Andrew Schuler

5. Bell
Canada
Cause Marketing
Campaign
GLAD
Canada
Campaign
Alexander
Russo
Resume
Dentyne
Campaign
Winning pitch
to Dare
Starbucks
VIA
Campaign

6. Strategy
Cause Problem
Comparitive Content Analysis
There are many young future hockey stars that
are passionate about the sport they play. They
lace up their skates, step onto the ice, and give
it their all. Hockey, by nature, is a violent sport.
If players are not aware of their surroundings
at all times they may run into team mates, or an
oncoming player.
The category has not seen much awareness or
buzz around concussions in professional hockey,
nor has it seen any in minor league hockey.
Many sport-type ads revolve around equipment,
or ticket sales, or performance enhancers. This
means that the category is fresh and unexplored,
and anything can be said. This campaign has the
freedom to explore any selling strategy as there
is nothing it can be related to. It’s a fresh idea in a
category that hasn’t been exploited yet.
They can skate into the boards or even get hit
with a puck in an unprotected area. There are
many variables that may cause in-game injuries,
however, one of the biggest factors is checking.
Players are allowed to check other players off the
puck, these sometimes get more violent then they
need be.
Client Profile
Of course, Bell Canada did not always associate
themselves with hockey. Like any small business,
they had one purpose: to connect people. In 1876,
Alexander Graham Bell decided to start up a
Canadian telephone business, leasing pairs of
wooden hand telephones and slowly acquiring
clients.
Most recently, Bell Canada completed one of the
biggest moves it has ever made. In partnership
with Rogers Communications, in August 2012,
Bell Canada completed the purchase of Maple
Leafs Sports Entertainment. Rogers and Bell hold
a 75 per cent stake in the company that owns
the Toronto Maple Leafs, Raptors, Marlies and
Toronto FC as well as real estate and television
properties: Leafs TV, NBA TV Canada and Gol
TV as well as two services that have not yet
launched, Mainstream Sports and Live Music
Channel.
Media Rationale
These platforms were all selected based on
how the primary target consumes their media.
Television will generate the most response from
this target as they spend a lot of time watching
prime time and late night TV. All of the platforms
are great at generating awareness for the
“Forecheck the Concussion” campaign and will
deliver the message of the campaign effectively.
Out of Home will also be very effective for
generating a response as the target spends a lot of
time in hockey rinks large and small.
Whether it is waiting for their child to finish a
hockey game, or in the ACC watching the Leafs
loose, it is a great area to reach them. These
graphs give a brief overview of the selected
media and why they were chosen for this
campaign, below there will be more detailed
information.

7. Creative
You can see their tears,
but they can’t see yours.
Concussions can cause vision loss
for your future hockey star.
Make a difference on the ice,
off the ice.
Forecheck the
Concussion
Transit Card
Print
Depression is
just a 10 letter
word for postconcussion
symptoms.
Concussions have
long term effects,
like depression, that
could affect your
future hockey star.
Make a difference
on the ice, off the ice.
Forecheck the
Concussion

8. Starbucks
VIA
Campaign
GLAD
Canada
Campaign
Alexander
Russo
Resume
Dentyne
Campaign
Winning pitch
to Dare
Bell
Canada
Cause Marketing
Campaign

9. Strategy
Campaign Promise
Major Competition
Starbucks VIA Ready Brew is identical in
quality and taste to Starbucks quality in
store coffee.
Nestlé: Nestle produces the main competitor to
VIA. The companies total revenue in 2011 was
CAD$90.65 billion (CHF$83.64 billion) and also
compete in the categories of baby food, dairy,
breakfast, bottled water and pet food.
Positive support:
-Taste Testers cannot tell the difference
-Easy pour packets
-Gives you the cup of coffee you want
Negative support:
-Too strong for many
-A bit pricey for those who are not
loyal to Starbucks
-The companies environment can be
bothersome at times
Communication Objective
The primary objective of this campaign is to
raise the standard of instant coffee in the market
with the VIA Ready Brew brand. Currently,
consumers are under the impression that they
do not need the highest quality of instant coffee
available. They are more concerned with greater
value for a lower price. The goal of the campaign
is to change the perception of the market to
have them perceive the brand as the only quality
choice that’s worth a few extra dollars.
Kraft Foods: Kraft produces all Maxwell House
brands, including the line of instant coffee.
The companies’ total revenue in 2011 was
CAD$55.78 billion (US$54.365 billion). Kraft
Foods competes in the categories of cookies
(chocolate, oatmeal, fancy), macaroni and
cheese and chocolate brands like Cadbury.
Smuckers: Smuckers is the parent company of
Folgers instant coffee and also produces fruit
spreads, ice cream toppings, beverages and
natural peanut butter.
Positioning Map
Starbucks VIA Ready Brew in comparison to its
main competitors based on the value obtained
per purchase
Price
(High)
Desired Responses
“Essentially, I could have Starbucks quality coffee
anywhere I go”
“I love Starbucks”
“I wonder if VIA actually does taste the same as
Starbucks”
“Ha, that slogan is catchy”
“Well I love Starbucks, so if it’s the same I guess I
love VIA”
“The same taste as Starbucks? I am going to buy a
pack and try it out”
Value
(Low)
Value
(High)
Price
(Low)

10. Creative
Transit
Print

11. GLAD
Canada
Campaign
Starbucks
VIA
Campaign
Alexander
Russo
Resume
Dentyne
Campaign
Winning pitch
to Dare
Bell
Canada
Cause Marketing
Campaign

12. Strategy
SWOT Analysis
The Strategy
During the holiday season, the target has
a lot more on their mind than just doing
their grocery shopping rounds. They are
worried about buying gifts, and budgeting
properly so they do not run out of money for
Weakness: As a brand, Glad deals with more other necessities. The strategy here was to
than just garbage bags. Because they have
remind mom that Glad is still there during
such a large spectrum of products, a moththe holiday season. She may be caught up
er disappointed by another product under
in her busy life, but when she sees that Glad
Glad’s brand name, might not trust their
has garbage bags so strong that Santa uses
reliable garbage bags.
them, it will generate a response and drive a
sale. These ads will appeal to the target on an
Opportunity: However, because Glad has
emotional and rational level. They will find it
been around for many, many years, they can humorous but they will also understand the
possibly market themselves with more balls. message that Glad is communicating which
Meaning, because mothers know Glad has
will ultimately increase market share in the
a lot of cleaning supplies, and because they
holiday season, where the more expensive
have been around since the target was young, garbage bags might have been ignored.
Glad can use this as a form of nostalgia as
Coca-Cola does in their ads.
Strength: Glad has claimed its spot as the
strong everyday garbage bags in the market.
They are great quality and fulfil the promise.
Threats: Ultimately, there are many other
garbage bag brands out there. Glad has to
get loyal consumers to stay loyal, but to also
attract new consumers. While the other bags
may not be as strong, their price may appeal
to people in the target, which is where Glad
can possibly feel some losses.
Product Quality
Glad promises that its garbage bags are the
strongest out there, so their product must
match what they are saying. As many of us
in the industry know, a product that doesn’t
deliver its promise is not a very successful
product, Glad has fulfilled their promise.
Their bags are strong,
Competitive Advantage
Glad garbage bags offer something more to
the market segment than other garbage bag
brands can. For starters, Glad has a variety
of different types of garbage bags. From
inside bags, to out-door bags, Glad has the
job covered, or so to speak. However, they
are not the only brand with different styles
of bag, Glad has something else going for
them. Their strength is unmatchable to every
other garbage bag brand on the market, and
they use this to their advantage. Being the
first ones to claim strength in the garbage bag
market, Glad has used this USP for years, and
it has worked very well for them.

13. Creative
Christmas
Merry
from:
Print
Print

14. anr
Alexander Russo
Objective
To obtain an accounts level position in advertising where I may utilize
my creativity, excellent interpersonal skills and advertising knowledge to
make a positive contribution within your organization.
Education
• Seneca College (2012- Expected 2014)
Creative Advertising Diploma
• St. Jean de Brebeuf Catholic Highschool ‘11
Graduated with OSSD
Skills
• Risk taker
• Works very well in teams
• Creative thinker
• Intuitive strategist
• Able to build rapport with clients
• Excellent interpersonal communication
• Organized deadline master
• Grace under pressure
• Detailed knowledge in MS office
• Detailed knowledge in CS6
Professional Winning Dentyne IMC pitch to Dare ‘13
• Utilized full advertising knowledge
Experience
• Planned and executed a 360 campaign
• Further established team-based skills
Vector IMC pitch to Leo Burnett ‘12
• Applied all current advertising knowledge
• Basic development of a 360 campaign
• Learned the fundamentals of team building
Professional • Attended NYC Adweek ‘13
Development
• Volunteered ADCC portfolio review night
• Attended IAB MIXX Canada
References available upon request
88 Braden Way . Vaughan . Ontario . L4H 2W9 . 647 802 0330 . xrussoalex@gmail.com

15. Thank
You
GLAD
Canada
Campaign
Dentyne
Campaign
Winning pitch
to Dare
Alexander
Russo
Resume
Bell
Canada
Cause Marketing
Campaign
Starbucks
VIA
Campaign