Southern Comfort Promo
Cinnabon - Focus Brands, Inc. - 2016
Art Direction | Design
Challenge
Sales of the Pecanbon were beginning to plateau. The challenge was to reposition a well-known product and market it in non-traditional locations that comprised of airports, travel plazas, and other entertainment venues. I came up with a Southern Hospitality concept in hopes to draw in weary travelers with the warm feeling of coming home.
Outcome
We can consider the campaign a success. Sales of Pecanbon met KPIs for the quarter enabling the brand to meet year-end goals.
Roles
Design Lead/Art Direction - Michael Manisa
Senior Marketing Manager for Non-Traditional - Kate Morgan
Copywriter - David Cohen
Project Manager - Michelle Espinoza