HORIZON ORGANIC

KIND OF
AMAZING

Romanticizing “flavor with a twist” (emphasis on “twist”) for a new coffee creamer
 

This is the longest tagline I’ve written in my career to date. It’s so long that we used it as a headline. Gotta find a way to stand out when your brief says these products are launching in a crowded and competitive category.



Here’s the thing: A flavored coffee creamer doesn’t mean covering things up. It lets your coffee shine in different ways, bringing out all the feelings and memories and vibes that make your cup of coffee yours. And it doesn’t take a laundry list of stuff to get there. Just four ingredients that you can actually pronounce. That’s it.

Admittedly, these three flavors are a little basic. So we created personas for them and waxed poetic about the creamers. Golden Caramel? Cozy. Chantilly Sweet Cream? She’s fancy. Homestyle Vanilla? Super nostalgic.

I wrote these city-specific bus shelter ads for Los Angeles and Atlanta, weaving in hyperlocal references. The clients loved the Easter eggs! Perfect timing for the bus shelters to then disappear from our media plan. Oh well. At least they’ll live here.

  

Made at Duncan Channon.