16
Travelers
With you for the journey
situation
Travelers was reputable but also undifferentiated, just another big insurance company that will probably let you down if you need to claim - so how to drive reappraisal and consideration of Travelers as a supportive partner that will be there for you in your time of need?
distillation
To differentiate Travelers in a distinctive and ownable way, Distillery’s strategy leveraged its name, highlighting that no matter where your journey through life takes you, Travelers will be there to protect you - brought to life in an emotional and powerful communications campaign.
15
LG
Resolving the tension between the ideal and reality
situation
There is an idealized image of the perfect mom doing it all, but how do moms feel about this - and how can LG ensure that its appliance communications are both respectful of their aspirations, but also empathetic towards their reality?
distillation
Ethnographic research highlighted the tension that moms today feel - striving for the ideal but having to embrace reality - creating an opportunity for LG to help resolve this by creating communications that reflect these challenges and acknowledge that they can have it all, but maybe not at the same time
1
The Zebra
Making a black and white case in a grey category
situation
It can feel like a hassle to switch auto insurance providers when they all seem pretty much the same – so how do you make a black and white case for people to shop around in a grey category?
distillation
Distillery developed the overtly competitive strategy We Find Savings Others Can’t to challenge perceptions that all insurance companies are the same, then guided the client in the creation of an engaging zebra ‘fluent device’ character that embodies this promise and ensures the brand stands out in a sea of grey.
2
Thermo Fisher Scientific
Reestablishing a reputation for breakthrough innovation
situation
Thermo Fisher Scientific had grown by acquiring companies known for their innovation, but was itself seen by some more as a holding company than one focused on scientific discovery – so how to reestablish a reputation for breakthrough innovation?
distillation
Distillery’s strategy made a ruthlessly logical leap: as the world leader in serving science, Thermo Fisher Scientific had to be a Step Beyond it, since you can’t make tomorrow’s discoveries with yesterday’s technologies – reestablishing its reputation as a visionary leader and innovator
3
Skillsoft
Opening doors to learning and growth
situation
Skillsoft is the leader in digital learning, training more people online than anyone else, but was under pressure from competitors in a rapidly evolving category – so how could it position itself in a way that would open doors to learning and growth?
distillation
Distillery’s Open strategy and Welcome To An Open Future campaign highlighted how Skillsoft’s training programs prepared people for the changing needs of business and positioned Skillsoft as a catalyst to personal and corporate growth
4
Porsche
Winning the EV race
situation
Electric vehicles may be more environmentally friendly, but some Porsche drivers were switching to brands such as Tesla not for the planet but for performance, something Porsche should own – so how could it win the EV race?
distillation
Distillery distilled the essence of the Porsche brand and identified its leveragable points of difference versus electric vehicles, guiding Porsche’s product development strategies and communications
5
Pike Creek
Reframing a potential weakness as a unique strength
situation
Pernod Ricard saw an opportunity for Pike Creek to compete with bourbon, but Canadian whisky was seen as less appealing to a discerning palate – so how to reframe a potential weakness as a unique strength?
distillation
Distillery’s Crafted By The Elements strategy turned the brand’s Canadian origins into a compelling point of difference – being aged in a non-climate controlled warehouse exposes it to more extreme temperature swings, allowing the whisky to absorb the flavor of the oak casks, giving a complex taste profile that appeals to a discerning palate
6
PUR
Disrupting the stagnant water purification category
situation
PUR offered a superior product to market leader Brita but people didn’t see a reason to switch because they were all seen as pretty much the same – so how to disrupt the stagnant water purification category?
distillation
Distillery’s strategy leveraged the fact that PUR Removes Contaminants Others Leave Behind, challenging Brita and leading to an award-winning campaign to get people to think again about what they are drinking
7
Nicorette
Creating an achievable path to quitting smoking
situation
Many smokers want to quit but, based on past failures, are not sure they have the willpower to overcome it – so how to create an achievable path to quitting?
distillation
Distillery’s strategy, Free Your Willpower To Break The Habit, gave smokers the belief that this time could be different by helping them understand that it is an addiction not just a habit and that, with the right support, they could succeed – leading to a transformed value proposition, a new masterbrand ‘way2quit’, new patient support material created by Distillery and the award-winning, global Tame The Beast communication campaign.
8
IHG Hotels & Resorts
Building a global local hotel brand
situation
IHG Hotels & Resorts includes some of the world’s most popular hotel brands, but guests may not realize how many other brands they own – so how can you drive loyalty to IHG by creating a global portfolio of hotel brands that feel as welcoming as local favorites?
distillation
Building on research in the US, Europe and Asia, Distillery advised the client and its agency on developing and refining the Guest How You Guest communication campaign, retaining strategic focus while balancing multiple brands and optimizing for different regions
9
Hiscox
Developing a new global brand model
situation
Hiscox has a devolved organizational structure - so how to develop a new global brand model that would drive growth and get buy-in across the globe?
distillation
Bringing the global team together to identify shared aspirations and values, combined with extensive multi-country research, led Distillery to develop a new global positioning, We See The People Behind The Policy, which drove new, award-winning communication campaigns, in the UK, US and other countries
10
Cox
Keeping Cox A Step Ahead
situation
The internet is essential for keeping up with everything in life - so you can’t afford for your service to fall behind
distillation
Distillery elevated Cox above ordinary providers that are slow to innovate and anticipate customers’ needs by developing a positioning strategy that focuses on Cox’s proactivity - always thinking ahead so customers are ready for what’s next - leading to a new communications campaign and tagline, A Step Ahead
11
Campbell's
Revitalizing an iconic brand and cultural icon
situation
People were eating less soup and younger generations were less familiar with Campbell’s – so how to revitalize this iconic brand and cultural icon?
distillation
Inspired by insights into mealtime frustrations, Distillery repositioned the brand as a start point for delicious meals – and inspiration to take the first step towards making positive changes in life – driven by the transformational brand promise, Start Something Good
12
Ardia
Creating a transformational new software platform brand
situation
Thermo Fisher Scientific was developing a new unified software platform for chromatography and mass spectrometry to replace multiple different platforms – so how to translate this into a transformational new brand that would motivate scientists to switch?
distillation
The positioning needed to reflect a deep understanding of scientists’ motivations and use this to inspire them to put this new software platform at the heart of their journey of discovery - Distillery developed the Brand Promise, Get Closer To The Truth, which acknowledged that scientific discovery is a journey without end, while also leading creation of the brand name Ardia as well as identity, website and communications
13
Applied Biosystems
Transforming the brand that transformed science
situation
Applied Biosystems DNA sequencers were used to decode the human genome but its reputation as an innovator had faded over time – so how to transform the brand that transformed science?
distillation
Distillery transformed the brand with a strategy that reframed the key to scientific progress: it is not about answering questions (which others may claim), but prompting more Inspiring Questions – as the human genome project had done – brought to life through the ASK brand campaign
14
Aon
Driving consideration for a digital business insurance provider in key industry verticals
situation
SME business owners don’t want to take a chance with insurance and may prefer the personal touch of a broker – so how can you drive consideration among key verticals for a digital business insurance provider?
distillation
A combination of qualitative and quantitative research provided not only revealing insights into mindset, motivations and the purchasing journey, but also specific, actionable insights into unmet needs, allowing Distillery to advise what messaging and channels would be most effective at driving consideration within key verticals