2004 Anna Nicole Smith Creative: Full Page Print Ads, Billboards, Postcard Mailers
▲ Postcard Mailer
▲ Billboard Installation at Times Square (L) & U2 Performing Live With TRIMSPA Billboard in Back (R)
▲ FULL-PAGE MAGAZINE AD
▲ Billboard Installation at Lincoln Tunnel
[ about ]
Organization
TRIMSPA
Project
2004 Creative: Postcard Mailer, Billboards, Full Page National Magazine Ads
TRIMSPA sought to craft the second iteration of seasonal creative building the brand positioning of TRIMSPA not as just a diet pill but as an authentic beauty product. The campaign leaned into Anna Nicole Smith’s growing notoriety as TRIMSPA’s celebrity spokesperson. The goal was to support awareness, drive interest, and generate retail sales.
APPROACH & OUTCOME
Creative incorporated imagery from TRIMSPA’s second photo shoot featuring spokesmodel Anna Nicole Smith. The sheer curtains and transparent layers suggested a dreamlike state. Anna Nicole’s expressions and body language—supported by suggestive copy in the ad—were designed to form associations between TRIMSPA and empowered female sexuality and being desired.
This look was featured in full-page print ads in popular national magazine titles like Cosmopolitan and Glamour in their fall 2004 issues. Ads incorporated region-specific retail chain logos and cutout coupons in the layout to generate local in-store sales.
Billboard versions of this creative were produced for a geographically strategic NY Metro media buy, including Times Square. Part of an outdoor series that included billboards of varying sizes/orientations as well as coordinating subway cards in major metro areas. Inclusion of local retail partner logos supported in-store sales.
Postcard mailers echoing this creative were sent to legacy direct marketing customers and e-commerce direct website purchasers.
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