TRIMSPA® 2004 Holiday Creative

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TRIMSPA sought to introduce its “SEXY POWERFUL ATTITUDE” tagline, lean into Anna Nicole Smith’s popularity as the popular weight loss dietary supplement brand’s celebrity spokesperson, and support awareness, drive interest, and generate direct and retail sales.

APPROACH & OUTCOME

Creative was crafted using imagery from TRIMSPA’s third photo shoot with spokesmodel Anna Nicole Smith. The circular shape of the retro chair in which Anna Nicole Smith was posed was reminiscent of stereotypical winter icons, like snow globes and holiday ornaments.

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/orientations and subway cards in major metro areas.

Full-page print ads ran in popular national magazine titles like Cosmopolitan and Glamour for the 2004 holiday season. Region-specific retail chain coupons were incorporated into the layout to drive local in-store sales.

Bifold wafer-sealed direct mail was sent to legacy direct marketing customers and e-commerce direct website purchasers. In addition to the general holiday theme, a red ribbon graphic emphasized the gift of self-care and confidence that TRIMSPA endeavored to embody.

All print creative was aligned with concurrent television spots airing nationwide. Seamless branded advertising content was consistently delivered across online and offline touchpoints.

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
• Creative & Production: Graphic Design | Layout & Composition | Photo Editing | Print Production | Typography
• Tools: Adobe Acrobat Pro | Adobe Distiller | Adobe Photoshop | QuarkXPress