BRISK, PepsiCo’s newest billion dollar brand, partnered with LucasFilm, Ltd. to make the 3-D theatrical release of Star Wars: Episode 1 - The Phantom Menace truly unforgettable. TracyLocke, along with the interagency team, developed the largest ever multi-media advertising and marketing campaign for the BRISK brand with the “Uncap the App” national promotion. TracyLocke brought the campaign to life through epic retail theatre, shopper marketing, field extensions and more. So grab a limited edition Darth Maul BRISK 1-Liter bottle, designed by TracyLocke, and join forces with the light or dark side as you enter the BRISK universe.

In Spring 2011, Gatorade launched its latest innovation with G Series FIT, a three-part suite of products designed to fuel fitness athletes before, during and after their workout. Partnering with clients, TracyLocke identified Walgreens as a good match for the athletic, twenty-something shopper who is looking to optimize their regimen. The engagement idea called “Find Your Fit” focused primarily on education about the new products and their performance benefit while also delivering an incentive of free workout downloads with two professional trainers in partnership with Men’s and Women’s Health magazine. Also, an inspirational video of G Series FIT athlete and professional surfer Coco Ho was featured on a motion-sensitive end cap LCD screen in thousands of Walgreens stores nationwide to attract attention and drive relevance with the target audience. Gatorade continues its evolution with G Series FIT and this breakthrough shopper engagement program.

How do you get coffee lovers to believe instant coffee can taste as good as fresh brewed? By putting Starbucks first instant coffee, Starbucks VIA Ready Brew head to head against Starbucks brewed coffee. We knew that sampling was key to the growth of Starbucks VIA, but with limited budgets, continuous wet sampling was not an option. Knowing that tasting was believing, the Starbucks VIA Taste Promise was born. We promised coffee lovers across the nation that they’d love Starbucks VIA or we’d replace it with a bag of Starbucks. The program increased awareness 13% in key markets and Nielsen FDM showed increased consumption trends during the promotional period. It's a guaranteed win-win.

How do you make people think differently about your buffet restaurant? You talk about it differently. While other chains continue to default to the “all you can eat at a great price” story, we partnered with Buffets, Inc. to take a more creative, insightful approach.

In an integrated campaign, we bring to life the joy of customization by celebrating the person making his or her plate in a fresh, fun relatable way. Whether you fill your taco shell with pot roast or make a slider out of mac ‘n cheese, our menu is your imagination. "my plate. my way." is not only driving traffic and increasing sales, it is reframing the way people think about the brand and the entire buffet category.

Simon Cowell is back – and he's brought his international mega-hit, THE X FACTOR, with him to The States. Along side his old friend Paula Abdul, and new judges L.A. Reid and Nicole Scherzinger, Simon is searching for the world's next mega-star. And joining the panel on this hunt, as lead sponsor of the show, is Pepsi. From MJ to Britney to Beyonce and beyond, Pepsi has always worked with the biggest and brightest in music, and this partnership is no exception. In the lead up to the world premier, Pepsi turned to TracyLocke to help amplify all the X-citement. For the launch, we created national radio, OOH for major markets, and an in-store campaign complete with a revolutionary on-pack promotion utilizing image-recognition technology. So as you (and the rest of the universe) watch Simon, Paula, L.A., and Nicole discover "Who’s Next", Pepsi will be right there beside them. After all… where there's Pepsi, there's music.

For an athlete, headphones are more than an accessory. The earbuds lock in and the music takes over, motivating the athlete to go longer, to push harder, to dig deeper — superior sound driving superior performance. So, when Polk Audio set out to solve the problems with existing “sport headphones” by launching their new UltraFit™ Sports Headphones, they looked to TracyLocke to launch this new product lineup Rooted in the idea that sound motivates, TracyLocke developed a breakthrough brand identity, powerful print advertising, and dynamic package design to bring to life the creative idea called Performance Starts Hear™. And that leaves Polk Audio in perfect position to outpace the pack. Game on!

This year, Lipton is launching their revolutionary new 100% Natural Lipton Iced Tea –in a beautiful new bottle. As part of an Inter-Agency Team, we collaborated in countless brainstorms, which ultimately led to the creation of the “You Are What You Tea” silhouette campaign idea. We then helped bring the campaign to life by creating stunning silhouettes of people filled with sun, water and tea leaves, highlighting our concept of “inner refreshment.” This work is helping to drive summer long sampling that kicked off at SXSW, highlighting “The Natural Side of Music,” and the Lipton partnership with Pandora Internet Radio. Our silhouettes will also rock out on the national mobile sampling tour bus, sampling stations, outdoor boards, and concerts. We even tailored the work for the Florida region, letting legendary women’s golf champion Annika Sorenstam show what 100% Natural Lipton does for her inner game. Finally, we completed our activation in-store, filling words with sun water and tea, to let our message shine through.

Mountain Dew celebrates unique artists that drive culture and create a point of view – and their latest achievement, coined Green Label Art Shop Series, does just this.

Together, skateboarder Paul Rodriguez and legendary skate artist Don Pendleton created a signature Mountain Dew can called “Living, Breathing Landscape” that inspired 35 skate shops across the country to do the same. Partnering with youth marketing agency FUSE, we created an identity for Shop Series that carries across TV, print, digital and in-shop POS and reinforces Mountain Dew’s position as an endemic brand in the skate community. Ultimately, fans around the country voted and the winning can will reach stores nationwide soon.

This March, Diet Pepsi unveiled their latest packaging innovation - the new Diet Pepsi Skinny Can – and invited Target guests to "Get the Skinny" before anyone else.  Complementing the national campaign developed by our partner agency TBWA\Chiat\Day, we designed a custom program for Target that celebrated the launch of the new “skinny can” and rewarded people with savings just for buying Diet Pepsi and People® Magazine. Target has devoted almost 2 months of in-store activity to support this launch and the buzz for the program keeps growing – now that’s something to talk about!