TRIMSPA® 2005 New Year’s Creative

[ about ]

TRIMSPA sought to maintain brand positioning of the TRIMSPA® dietary supplement brand as a beauty product—just as one would use a lip gloss normally, proudly in public and not hidden shamefully as was the prevailing stigma associated with diet pills at the time.

APPROACH & OUTCOME

Creative set the tone for the start of the New Year—January was famously a lucrative month for anything related to diet, fitness, and exercise as consumers got a jump on those New Year’s resolutions. The campaign leaned into Anna Nicole Smith’s popularity as TRIMSPA’s celebrity spokesperson, amplified through the use of TRIMSPA’s “SEXY POWERFUL ATTITUDE” tagline.

Creative featured imagery from TRIMSPA’s fourth photo shoot with spokesmodel Anna Nicole Smith. The heavily saturated aesthetic—dripping in every shade of pink and red—was strategically designed to align with seasonal shopping behaviors from January through Valentine’s Day, capitalizing on New Year’s resolution momentum while extending campaign relevance into February’s romantic gift-giving occasions. The feminine, unapologetically bold color palette reinforced brand positioning as a beauty product rather than a medicinal supplement, supporting the campaign’s core objective to destigmatize weight loss products through association with cosmetics and confidence. On the billboard and large-format postcard, TRIMSPA’s landmark metallic bottle was positioned to jump off the page in extreme contrast to the saturated pink background—creating instant shelf recognition for consumers who encountered the creative in outdoor media and then saw the identical metallic bottle in retail environments. This visual hierarchy ensured the product itself commanded attention even amid the vibrant spokesmodel imagery.

Billboard creative was produced for a geographically strategic NY Metro media buy (Times Square). Local retail partner logos supported trust and drove in-store sales. Part of an outdoor series that included billboards of varying sizes and orientations as well as subway cards in major metro areas, the campaign maintained visual consistency while adapting format requirements across different out-of-home placements.

Postcard mailers were sent to legacy direct marketing customers and e-commerce direct website purchasers. The large-format postcard design echoed the billboard creative while optimizing for the in-hand viewing experience and incorporating direct response elements appropriate for mail channel attribution.

Impactful branded content was consistently delivered across online and offline touchpoints to support awareness, drive interest, and generate retail sales of the popular weight loss supplement. This work contributed to peak revenue performance achieved from 2002-2004, when annual sales revenue increased 168% to $43 million.

MY ROLE

Graphic Design

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Brand Stewardship | Retail Branding
• Creative & Production: Billboard Design | Creative Development | Graphic Design | Layout & Composition | Outdoor & Out-of-Home | Photo Editing | Print Production | Typography | Vector Graphics
• Tools: Adobe Acrobat Pro | Adobe Distiller | Adobe Photoshop | QuarkXPress