BACKGROUND
Garth Brooks, a legendary figure, retired in October 2000, leaving a void in the entertainment industry. His absence was felt, with no online presence, not even on Myspace. The challenge of reintroducing Garth Brooks as an entertainment icon was daunting, but we were up for it.
Garth Brooks, a legendary figure, retired in October 2000, leaving a void in the entertainment industry. His absence was felt, with no online presence, not even on Myspace. The challenge of reintroducing Garth Brooks as an entertainment icon was daunting, but we were up for it.
RESULTS
Record-breaking OVER 17 MILLION DISCS SOLD sales and an international reaching brand quickly recognized Mr. Brooks as the "BEST SELLING WALMART ARTIST EVER."
Record-breaking OVER 17 MILLION DISCS SOLD sales and an international reaching brand quickly recognized Mr. Brooks as the "BEST SELLING WALMART ARTIST EVER."
APPROACH
My team and I needed to reintroduce Garth Brooks as THE Entertainer to audiences, utilizing archive footage to revitalize existing fans and compel new viewers. We also had to be guardians of the Garth Brooks brand. Walmart was about moving products. Garth had always been about impact, relationship, experience, and a dash of mystique. Those brand criteria had to be present in every Walmart retail store.
THE WORK
Garth needed a 5 DVD boxed set, retail marketing POP, various national advertising, and our boutique agency to coordinate domestic and international production impeccably. I worked closely with Mr Brooks to make sure all the visuals communicated the bigness of a Garth Brooks show progression from beginning to end. Each DVD menu image emphasized how massive the Garth experience was. We made sure all merchandising and POP in the retail environment was boldly Garth.
Garth needed a 5 DVD boxed set, retail marketing POP, various national advertising, and our boutique agency to coordinate domestic and international production impeccably. I worked closely with Mr Brooks to make sure all the visuals communicated the bigness of a Garth Brooks show progression from beginning to end. Each DVD menu image emphasized how massive the Garth experience was. We made sure all merchandising and POP in the retail environment was boldly Garth.
