A Book about Me and what I\'ve done

1. to: you
from: tiffany ahern

2. index
_me
_a few insights
_digital design
_written words

3. BIO
paying it forward
achilles’ heel: newfoundlands & nutella
collaboration = success
solar powered
florida raised, florida grown, colorado conceived
obsessed with epiphanies
world wanderer - madrid, lisbon, reykjavik,
buenos aires, vancouver, london, kauai, iowa + more
student of culture
spiritual yogini
digitally wired
sigmund freud & malcolm gladwell intrigue me
proud ginger

4. c a s estudies
_doritos
_samsung epic
_state farm

5. doritos
THE PROJECT
Brand Background Review: Salty Snack Competitive Analysis, Real World Project: Observational
research at Wal Mart, and Strategies & Building Blocks including creative brief, target profile,
brand’s most ‘leverageable’ aspects, meaningful ways to grow the consumer franchise, strategies
for the next year and profit enhancement ideas. The purpose of this research is to identify strengths
and weaknesses within the brand to further push profit.
THE INSIGHT
The Doritos ‘muncher’ is the life of the party, untamed and adventurous in their lifestyle and food
choices. These consumers choose to eat Doritos in unusual ways or to enhance meals.
Consumers said they eat Doritos with dips, on sandwiches, or they create Dorito nachos. They
have a strong following of consumers who seek out their new, quirky flavors. Research showed
larger households, consisting of 3-5 people are repeat purchasers of Doritos. Two categories of
consumers emerged: those who prefer Doritos over other chips because of their powerful crunch
and intense taste and those who were not brand loyal, rather they went for whatever was cheapest.
THE OUTCOME
The consumer target is men and women ages 18-34, with an emphasis on 18-24 year olds, who
are members of households with 3-5 people. Doritos constantly seeks to be on the forefront of
intense flavor development in all things relating to extreme experiences. Uncovering the new flavors
solidifies what Doritos stands for. To push the brand further, they will design new flavors including a
Fuel Line- Caffeinated Chip, and Breakfast flavors such as Heuvos rancheros, Everything bagel,
Meat lovers scramble and Veggie cheese omelet chips. Further profit enhancement ideas include
creating a new package with dip on top, creating variety packs, and placing them throughout
grocery stores in strategic places that will convey to the consumers they can be used in
“non-snacking” ways: next to the cheese aisle, in the condiments aisle, in the canned foods
aisle/Mexican food “Thinking Outside the Bag.”

6. DORITOS: CONSUMER DEMOGRAPHICS & RETAIL
DISTRIBUTION FINDINGS

7. samsung
“PERMISSION TO PLAY”
THE PROJECT
Brand Background Review: Cell phone category, Real World Project: Observational research,
Interviews, Focus Groups, and Surveys. Narrow research down to specific client - Samsung Epic
4G Galaxy S & present creative brief, target profile and brand positioning. The purpose of this
research is to identify specific lifestyles and behaviors of cell phone users, and as a result, make a
correlation of the type of phone one has and their relationship with it.
THE INSIGHT
There is a symbiotic relationship between phones and users: phones control behaviors and
behaviors control phone usage. Three consumers can be categorized by their behaviors: 1. The
Codependents 2. The Techie 3. The Neutral Consumer. The owner of a Sumsung Epic 4G falls into
the Techie consumer. These consumers live a hectic life and constantly feel the burden of
responsibility. However, they have strong feelings of nostalgia for their playful, carefree childhood.
They’re passionate video and computer gamers who are knowledgeable and curious about the
entertainment industry. They work hard, however feel guilty indulging in childhood fantasies when
they’re ‘supposed’ to be mature, sucessful adults.
THE OUTCOME
The consumer target is men 24-40, with an emphasis on those who are constantly traveling and
financially stable. This target is seen as early adopters. These people can be found thriving in a
large city atmosphere. After being exposed to Samsung Epic 4G’s laundry list of opportunities, the
target can see how relatable it is to their lifestyle. The main purpose of this phone is not to make
calls or text, rather it’s a temporary escape from their bustling lifestyle. This cell phone is a back-up
business tool, but more clearly seen as a toy. Every smart phone gives you the basics, but this
phone positions itself as a sophisticated, business game boy and takes the negative social stigma
off of these men, giving them permission to play.

8. SAMSUNG EPIC 4G

9. state farm
“REAL LIFE MADE EASIER”
THE PROBLEM
16-29 year olds do not think of Sate Farm as a “hip” insurance, therefore State Farm is losing
clientele. As their older clients, for lack of a better word, die, no new relationships are building.
THE INSIGHT
Target Millennials18-24 through an unconventional voice. Brand State Farm in a relevant and
engaging way, a way this target will strongly react to. Within this target, Millennials are experiencing
large transitions and feel overwhelmed. They turn to their parents for advice, yet want
independence. Through this insight State Farm speaks to them in the tone of an older brother, a
neutral, trustworthy, experienced and helpful figure. State Farm further brings the older brother to
life through simple, seemingly overlooked, creative executions. This integrated marketing and
advertising campaign had a $150,000 budget and will be active for a year utilizing social media,
guerilla and traditional advertising, and scholarships.
THE OUTCOME
The “Real Life Made Easier” campaign won first place was brought to corporate for implementation.

10. STATE FARM DECK

11. digitaldesign
_senior thesis
_capstone

12. EMPATHY, TECHNOLOGY & MILLENIALS

13. written
words
_bdw news blog

14. you
SEE MORE
http://bdw.colorado.edu/blog/

15. t h a n you
k