TRIMSPA® Billboard

[ about ]

TRIMSPA sought to maintain brand positioning of the TRIMSPA® dietary supplement brand through the transition to the ephedra-free formulation and departure from dependence on Anna Nicole Smith as the brand spokesmodel. The goal was to support awareness, drive interest, and generate retail sales.

APPROACH & OUTCOME

A billboard campaign was designed to set the tone for the upcoming summer’s creative. The creative pivoted to lean into TRIMSPA’s reputation and popularity as an effective weight loss product and newly featured active ingredient “Hoodia Gordonii” following ephedra being taken off the market nationwide due to health concerns. The campaign maintained brand positioning of the weight loss dietary supplement brand as a beauty product—and accomplished all of this without the notoriety of Anna Nicole Smith.

Harkening back to its direct marketing days before it hit big on the retail scene with Anna Nicole Smith, TRIMSPA returned to the more typical approach of using before-and-after models to highlight the effectiveness of the weight loss product. Utilizing five new models, TRIMSPA marketing worked to transfer the halo of empowerment through its product from a celebrity endorser to non-celebrity customers. Dramatic visuals, confident posture, and vibrant lighting were incorporated into this new breed of creative for the retail giant. The inclusion of local retail partner logos maintained continuity and helped continue to drive in-store sales.

Full billboard produced for a geographically strategic NY Metro media buy (Times Square) is featured here. It was part of a nationwide outdoor series that included billboards of varying sizes/orientations and subway cards in major metro areas. All print creative was aligned with concurrent television spots airing nationwide. Seamless branded advertising content was consistently delivered across online and offline touchpoints.

MY ROLE

Graphic Design

KNOWLEDGE, SKILLS & TOOLS

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