Print ads, OOH, digital, and in-store executions. Some ads pushed brand messaging, others pushed product- all of it aimed to turn the bottles FW&GS sells into something bigger.
Radio makes up a significant portion of FW&GS yearly media spend. That in mind, the new voice of the brand was an important decision to make and became a lengthy casting process. In the end, I chose a voice that felt like a "storyteller" but also someone that sounded authentic. The talent, at his best, sounds more like a friend telling you a story and less like an announcer.