Art/Creative Direction and key team member in the strategic planning, collaboration, ideation and launch of a new, multi-million dollar bike brand at Walmart. The launch included extensive ground-up packaging, e-commerce content and in-store merchandising displays.
Packaging in the mass channel presents unique challenges, particularly in terms of communication, structure and storytelling across categories of products in a channel where there are no sales people. And in this particular category, real estate was limited and product education was a high priority.
Some fun facts about this launch at Walmart….To pitch the idea, we created the entire line as a concept store in Bentonville, complete with signage and packaging. Our “Project B” team had to work in secret, on the weekends, then around the clock in isolation during a pandemic, while dealing with wild fires, employee evacuations, power outages, and protests in Hong Kong which impacted our team in China. For Phase I of the launch, Walmart picked up an astounding 85% of the items, overdriving our financial goals by millions. We were also able to take a significant amount of business from our competitors, knocking them out entirely in certain categories.
WEB BANNERS
One of many Enhanced Content pages to feature the products and the brand at Walmart.com