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Eleni's Cookies (Student Work)

Statistics

Created: 03/31/08

Last Edited: 04/03/08

Appreciations: 15

Comments: 3

Project Info

Owners

Michael Karnjanaprakorn

Tags

advertising

Attribution Non-commercial

Fields: Advertising, Branding, Marketing

From: Michael Karnjanaprakorn's Portfolio

Eleni's Cookies

Back in the day, I used to go to school for advertising. This was my very first project as a Brand Strategist to work on Eleni's Cookies. Our assignment was to come up with a new advertising campaign to raise awareness of the intricate Eleni's cookies. I worked with an Art Director (Danny Burke) and Copywriter (Robin Gunn) to develop strategies, messaging and communication ideas around the Eleni's brand.

We realized that the cookies made the perfect gift which laid the foundation for our strategy: LOVE AT FIRST SITE. Here's a snippet of the description of the "target audience" from my original brief and the work that resulted from it...

The anticipation and excitement of giving the gift is what excites these people. To them, they live for that first second the gift is opened. That first second encompasses everything into one moment. Their eyes are fixed not on the gift, but on the face of the recipient. They can not wait for that huge smile, bear hug, big kiss, and maybe even more if they’re lucky. But, the worst feeling in the entire world, worse than going to a party and wearing the same thing as someone else, is getting “that look.” For these people, “that look” is equivalent to losing. The distained look, the awkward thank you, and better luck next time shrug devastates these people. They live off giving the perfect gift, and everything else is just plain failure. They live for that first second, that moment.

Even though it was my first student project, it still holds as one of my favorites.