An outline of projects I have worked on and the process I have used.

1. Ryan McDaid
BRAND PLANNER &
STRATEGIST
908-­‐334-­‐9900
MCDAIDR@GMAIL.COM

2. My Process as a planner
O
k
THE Challenge from the client
Key Insights
Research on category,
competitors and consumer
K
Strategic Approach
f
REASON TO BELIEVE in the brandTHE
WHY?
p

3. SEVENTH GENERATION :: It ain’t easy being green
CHALLENGE:
Seventh
Genera;on
has
always
been
a
fan
favorite
among
dark
green
consumers
but
it
scared
away
the
mainstream
with
aggressive
environmental
messaging
and
rumors
of
poor
efficacy.
We
were
tasked
with
the
challenge
of
making
the
brand
image
more
approachable
and
giving
the
mainstream
a
reason
to
believe
without
loosing
the
core
dark
green
consumer.

4. k
How do we become more approachable
to mainstream consumers?
- Tired of guilt trips
- Concerns over efficacy
- Green starts with what you put in your body
- brand health and communications audit
- Interviews with employees
- Focus groups with moms
- Facebook surveys
K
Make our communication a little brighter
f
“We believe there is always a brighter way”
THE
WHY?
p
O
SEVENTH GENERATION :: It ain’t easy being green

5. SEVENTH GENERATION :: It Ain’t easy being Green

6. TROJAN CONDOMS :: Pickin’ up Good Vibrations
CHALLENGE:
Trojan
Condoms
has
always
been
known
as
the
trusted
brand
for
“safe
sex”.
When
Church
&
Dwight
decided
it
was
;me
to
expand
the
porSolio
beyond
contracep;ves
we
were
tasked
with
iden;fying
new
innova;on
territories
and
building
strategic
communica;on
plaSorms
that
would
maintain
the
brand
integrity
while
evolving
the
image.

7. k
Where else can we play with our consumers?
- “sexual Health” & pleasure are codependent
- Condoms established consumer trust & loyalty
- Couples had Barriers to purchasing toys
- Lead Interagency brainstorms
- Client Ideation Sessions
- Focus groups with Millennial & Gen X couples
- Trojan listserv surveys
K
Pleasure from the feminine perspective
f
“We believe in the next generation of pleasure”
THE
WHY?
p
O
TROJAN CONDOMS :: Pickin’ up Good Vibrations

8. TROJAN CONDOMS :: Pickin’ up Good Vibrations

9. Chobani :: Disrupting Healthy Snacking
CHALLENGE:
Chobani
is
the
leader
in
Greek
Yogurt
sales.
They
asked
me
to
ID
some
ways
they
could
disrupt
the
healthy
snacking
category
through
innova;ve
products
and
tac;cs

10. k
How can we disrupt and ultimately own
healthy snacking?
- Healthy snacks drive growing snack category
- Snacking occasions are rising in frequency
- Millennials drive trends in category
-
K
1. Portfolio innovation
2. Communication clarity
3. Distribution revolutionf
“We believe in making healthy snacking easier”
THE
WHY?
p
O
Chobani :: Seducing Healthy Snackers

11. Chobani :: Portfolio innovation
k
f
- Snacks must be portable & be able to
replace a meal
- fruit, nuts & yogurt rank among the
top 5 snacks chosen
- Popularity of Chobani Soho store &
Starbucks Bistro boxes
Create yogurt based bars, bistro boxes &
yogurt-covered nuts to be sold in the
refrigerated dairy aisle

12. Chobani :: communication clarity
k
f
- Consumers are tired of being told their food
is “bad for them”
- 66% of consumers want retailers to clearly
identify healthier products in the store
- 49% of snackers are interested in snacks that
are helpful with health issues
- Yogurt can wear the badge of the American
Heart Association
Translate the conversation into
consumer language

13. Chobani :: Seducing Healthy Snackers
k
f
- 48% of snackers eat on-the-go or at work
- Nutritional snacks had the largest number of
items added to vending machines in 2012
- Addition of healthy snacks contributed
significantly dollar & unit sales since 2010
launch a line of interactive,
refrigerated vending machines
and place in hubs where snackers
are most hungry

14. Digital Content
Creator
BURNING MAN
AUGUST 2012

15. COLANGELO :: Building an Organic insights machine
CHALLENGE:
Insights
are
the
lifeblood
of
crea;ve
campaigns
but
harves;ng
them
takes
;me
and
resources.
The
Colangelo
strategy
team
was
constantly
stretched
thin
across
a
myriad
of
campaigns
and
couldn’t
serve
every
account.
We
set
out
to
find
a
way
to
empower
account
&
crea;ve
teams
to
derive
insights
on
their
own.

16. COLANGELO :: THE TENTACLE BLOG
The Work:
-­‐
To
date,
the
site
has
over
12K
posts
-­‐
Employees
post
from
online
&
mobile
sources
-­‐
High
engagement
on
posts
fosters
conversa;on
in
agency

17. THE BOLD ACADEMY
JULY 2012

18. IDEATE :: Burning Man
AUGUST 2012

19. THANK YOU
RYAN
MCDAID
908-­‐334-­‐9900
MCDAIDR@GMAIL.COM