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NOONSHiNE - New Brand
Project Type
Brand Creation
Date
July 2022 - July 2023
Role
Brand Lead / Client-Side Strategist
Before I joined the Brand Creation team, NOONSHiNE was only a name. I led the development of NOONSHiNE into a completely new-to-world lifestyle-forward drink brand. I took it from ideation to in-market execution (piloting in NC & SC college markets) as the lead project manager and branding strategist.
NOONSHiNE was created to bring Gen Z consumers into the High ABV drink space. I worked with amazing agencies to build out a strong brand positioning, a fresh visual brand identity, and ownable & recognizable pack design.
I also planned and implemented the above-the-line marketing and media strategy to drive awareness and trial using $0.9M commercial budget that leveraged Out-of-Home, Organic Social, Experiential, a Content Creator Program, and a Brand Ambassador Program.
