New Flavor: Red Licorice
eegee’s is a quick service restaurant in Tucson, Arizona. They have been around since 1971 and are loved by everyone who experiences their food and internationally known frozen fruit drinks. Leading this account is an enormous amount of fun. Every month the company features new limited time flavors and food items, with that comes all new signage, TV, radio and interactive pieces. Below is a variety of some of my favorite pieces.
January 2015 was an exciting month for eegee’s. They came out with a flavor that could have been a disaster. When we announced they would be releasing red licorice, people went nuts on social media declaring their disbelief and disgust for this flavor. Though through massive guerrilla efforts, red licorice became a favorite we increased sales 10% in a month where sales were expected to be in decline.
This campaign was most successful in generating word of mouth and buzz leading to store traffic increases.
Customer count for January 2015 was 371,631. Showing a growth of 3.8%.
We created the poster background from scratch. We bought Red Vines, cut them, arranged them into a chevron pattern and then photographed it to create an intriguing texture to draw the consumer in and let them know this isn’t your average eegee’s flavor.
On the this page, you will see the TV spot created for this campaign. We also created a ring tone from the jingle for consumers to download on their phones.
Here’s a little behind the scenes of making the licorice backgrounds. We aren’t afraid to get our hands dirty! or sticky in this case!
All the Flavor Posters from 2015: