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AARP “Be Like Betty” April 5, 2018

AARP had a major perception issue. Despite dropping the name “Association for the Advancement of Retired People” and sticking with just the acronym, the brand still had difficulty with the public viewing it as only an organization that retired people belonged to. In order to combat that, we enlisted one of the most active 55+ individuals we could think of — Betty White. At age 89, Betty White had seen a resurgence in her career thanks in part to a…

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Jarritos “We’re Not From Here” April 4, 2018

In Spring 2011, Jarritos Mexican Soda had the goal of increasing its U.S. revenue by 79 percent over five years. Despite being sold in the U.S. for over 25 years, the brand was relatively unknown among the majority of non-Hispanic consumers. After we identified the target audience of 18-24 year olds, we set off to get a better understanding of them by conducting ethnographies. During this research, we uncovered two major insights: (1) this audience despised advertising (2) they get…

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