atkins: advertising campaign phase 1
The Atkins brand was old, clinical, boring and bankrupt. When the company's new owners asked us to rejuvenate the brand, we took the three parts of the diet - the sweet, great-tasting products, the results generated by the easy-to-follow program, and the research that proves Atkins is safe and healthy, and rolled it all up in the line, "Sweet. Sexy. Science." By the way, as of early 2009, the weight loss category is down around 20% while Atkins' sales are up 20%. Read the full brand re-launch case study.
atkins: advertising campaign phase 2
Buoyed by the success of our Phase 1 campaign, as well as a summer 2008 research study in which Atkins beat low-fat and Mediterranean diets, we began the search for a celebrity spokesperson for the brand – we wanted a woman who was recognizable, authentic and a true believer in the Atkins lifestyle approach. We found Courtney Thorne-Smith, one of America's best-known actresses – and a long-time Atkins devotee. We've used Courtney's image on product displays as well – and have planned a year's worth of appearances on national talk shows, at trade shows and more.
atkins: applied trend analysis
There are plenty of websites and companies that track trends. But for our clients, including low-carb lifestyle company Atkins, we go deeper by tracking trends, then recommending how those trends can apply directly to their business. Our applied trend analysis has allowed Atkins to have a finger on the pulse of their industry, understand what competitors are doing, discover holes in the market to capitalize on, and be proactive instead of reactive. Read more about how applied trend analysis allows you to spot future product and marketing trends today.
atkins: packaging
LeeReedy is responsible for all new packaging design for Atkins, maintaining the existing graphic standards system including food photography. Read the Atkins brand launch case study.
atkins: sales brochure
We've applied our new Atkins look, feel and voice to an entire suite of sales materials. The same team that works on all the high-level messaging creates these materials too – it's seamless.
atkins: tradeshow presence
To the executive team at Atkins, consistency is king. So we designed their tradeshow booth with the same elements used in all their other materials, all under the mantra of "Sweet. Sexy. Science."
atkins: website
"Sweet. Sexy. Science." That's our new Atkins line – representing the three key parts of the program. Sweet: the great-tasting bars and shakes. Sexy: the results generated by the program. Science: the research that proves Atkins works. Developed in concert with Xylem Digital, the website is broken up into these three categories, allowing users to easily navigate the program.