HORIZON ORGANIC

KIND OF
AMAZING

Late to coffee creamers, Horizon Organic needed to stand out. We made “flavors with a twist” real with personas for every cup instead of relying on weird flavors.
 

A flavored coffee creamer 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 only takes four ingredients that you can actually pronounce.

But 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.

  
We partnered with a handful of content creators across different niches to see how they would bring our campaign to life in their distinct voice – content that feels like it belongs in the creators' feeds instead of a blatant ad. 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.

Made at Duncan Channon.