Clients
A great barometer of an agency’s diverse thinking is the diversity of the brands it serves. It’s no wonder then that America’s most iconic brands have chosen TracyLocke as their partner.
Kingsford
Cargill
Taco Bell
Brown-Forman
Brita
Del Monte
Huggies
Aquafina
Green Works
TXU Energy
Ice Breakers
Guaranty Bank
Nokia
Texas Lottery
Golden Corral
7-Eleven
Pepsi
Omni
Harrah’s
Tabasco
MasterCard
Blockbuster
Southern Comfort
Pizza Hut
Clorox
Meow Mix
Kleenex
Stacy’s
Hershey’s
Schlage
Lipton
Sony PlayStation
Mountain Dew
Diet Pepsi
Armor All
KFC
Portfolio
Advertising
Speed is the new big. It’s how brands are built today. Not with slow and steady awareness, but with a nimble, incisive call to action that drives volume and creates a measurable return on investment. That’s why we create advertising that is highly engaging and highly transactional.
In today’s economy, building brand equity alone is simply not enough.
Authenticity
Tabasco®
The best things in life should never change. We showcased the rich history of Tabasco, its roots with the McIlhenny family, and how this incredible product has remained distinctive for over a century.
Print campaign
Print campaign
Print campaign
Print campaign
Welcome To Stacy’s
Stacy’s®
She may look like a cartoon, but she’s a real person with a real story. We created a character based on the real-life co-creator of Stacy’s Pita Chips - Stacy Madison. Then we gave her a playful voice and a mission: To give snacking a good name. By putting the illustrated Stacy in real-life situations, we created an engaging integrated campaign our consumers could relate to.
Print campaign
Print campaign
Print campaign
Print campaign
Print campaign
Print campaign
Print campaign
Print campaign
Model 6555 Product Launch
Nokia®
Now your phone and music are in perfect harmony. This work delivers a proprietary look and feel with a wow factor for Nokia and moves away from the typical “price and plan” based ads you see at most carrier stores.
Print campaign
Print campaign
Print campaign
What’s Your Pleasure?
Pepsi Light International
This successful global campaign leverages universal human truths by taking a humorous look at some of the playful things that women find pleasure in. Quite simply, it’s about empowering you to choose the things you want in life.
Print campaign
Print campaign
Print campaign
Print campaign
Real Security
Schlage®
While many brands in this industry base their advertising on fear, we helped reposition the Schlage brand with the key takeaway of freedom. These print pieces target over 15 different audiences with a fun message that builds a sense of comfort in feeling secure.
Print campaign
Print campaign
Print campaign
Susan G. Komen for the Cure
Susan G. Komen for the Cure®
It’s alarming. One of the biggest dangers of breast cancer is not knowing you have it. We developed this campaign to warn people of the dangers, encourage early detection and increase education, plus overall awareness of Susan G. Komen for the Cure.
Print campaign
Print campaign
Print campaign
Broadcast TV Public Service Announcement
Meet Carmen
Ice Breakers® Ice Cubes®
In this hilarious television spot which features Carmen Electra and debuted during the Super Bowl, the spontaneous mishaps that happen when unsuspecting people experience the intense flavor of Ice Breakers gum and mints are highlighted. To sum it all up in one word. Whoa!
Broadcast TV spot
Need A New Game?
Texas Lottery
Let’s just say there are some games you may not have mastered, yet. We created this entertaining TV spot showing how easy the new scratch card Daily 4 game from the Texas Lottery is, compared to other games. Other elements of the campaign include radio, outdoor, online and POS.
Broadcast TV spot
Live NFL
Diet Pepsi®
After a breakout NFL rookie season, Reggie Bush didn’t sit back satisfied. He stepped up his game and came out more determined than ever to make his mark in the league. In this TV spot, Diet Pepsi captured Reggie’s aspirational approach on and off the field, targeting avid male NFL fans who ask for more out of life and
go for it every day.
Broadcast TV spot
Alter Ego
Tabasco®
Sometimes you need a second opinion, or a third. We developed this TV spot featuring two “flavor characters” making their case for superiority. Which one do you like, hot or the new Chipotle?
Broadcast TV spot
Promotions
For us, promotional programs are more that just an “instant win” or a sweepstakes. Great promotions are brand experiences that act as bridges between sales and marketing. So if you see a classic “buy-get” promotion, chances are that’s not us. If you see consumers experiencing a brand in ways that make them come back for more, that’s a TracyLocke promotion.
Simpsons®: D’Oh! Thank Heaven
7-Eleven®
We created a multi-platform campaign for 7-Eleven to promote the “The Simpsons Movie.” On June 30, 2007, twelve 7-Eleven convenience stores in North America simultaneously began a transformation into Kwik-E-Marts. This nontraditional campaign was named by The Wall Street Journal as one of the best ads in 2007, and was the winner of two Cannes Gold Lions.
Point-of-sale poster
In-store experience
In-store experience
Custom packaging
Custom packaging
Custom packaging
Custom packaging
In-store experience
In-store experience
In-store experience
In-store experience
In-store experience
MasterCard® Overjoy of Giving
MasterCard Worldwide®
This holiday season, MasterCard celebrated the priceless feeling of finding the perfect gift with the Overjoy of Giving Promotion. Cardholders were given a chance to win their choice of 2 matching Holiday gifts: 2 Cars, 2 Home Makeovers from The Home Depot®, 2 Trips or 2 Shopping Sprees. One to give, one to keep.
Take-one display
Single-panel insert
Single-panel insert - Home Depot® branded
Two-panel insert - interior
Double-sided window cling - front
Double-sided window cling - back
Table tent
Direct mailer
Pepsi - iTunes®: Drink. Win. Play.
Pepsi®
This partnership between Pepsi and iTunes brought the music download revolution to the forefront. Creative clearly leveraged Pepsi’s entertainment heritage, but was still consistent with Apple®’s simple sense of design.
Print campaign
Print campaign
Print campaign
Poster
Poster
Billboard
Billboard
Billboard
Billboard
Poster
Think Like A Cat
Meow Mix®
As part of the Think Like A Cat campaign, we developed a contest and the promotional materials to win a trip and meet celebrity chef, Cat Cora. We also created designs for “The Acatemy” which invited cat owners to attend events such as the State Fair of Texas, so they could learn how to think like their feline friends.
Point-of-sale display
Point-of-sale display
Superman® Returns!
Diet Pepsi®/Pepsi®
Our Superman promotion provided an efficient retail marketing platform for all PepsiCo brands. We partnered with Pepsi, Frito Lay and Quaker to activate the property in unique and relevant ways for each brand. Then we combined the collective scale of all those brands to develop unique multi-brand promotions for PepsiCo’s top 20 retailers.
Point-of-sale display
Point-of-sale display
Point-of-sale display
Package design
National brand promotions
Customer programs
Episodic website
To Stacy, From Stacy.
Stacy’s®
To help make Stacy’s a household name, one week before SuperBowl XVI we mailed every person named Stacy in America a free box of Stacy’s pita chips. That’s 133,000 Stacy’s! This innovative sampling idea generated tons of awareness and media buzz, not to mention wining a Gold Reggie and a Yahoo! Purple Chair for best idea of 2007.
Promotional kit
Promotional kit
Promotional kit
Website
Room-A-Day-Giveaway 2008
Kimberly-Clark®
One of Kimberly-Clark’s most successful promotions, this program was driven by a branded content partnership with ABC®’s The View. For 15 days, a winner of a $25,000 Kimberly-Clark room makeover was announced live by stars Barbara Walters and Rosie O'Donnell. Participants entered in-store and online. Other support included TV, Print, PR, and customized retailer promotions (even dancing paper towels).
Newspaper magazine insert
Coupon circular
Point-of-sale display
Campaign kickoff on The View
The View cast
Slurpee® Full Throttle Frozen Blast
7-Eleven®
The new Full Throttle Frozen Blast Slurpee lets you rock out like never before. This joint effort with the powerful energy drink and the hugely popular Guitar Hero game, united two rockin’ brands, creating a unique online contest where you could win both Xbox and Guitar Hero prizes.
Point-of-sale display
Sweepstakes website
Promotional van
Promotional van
Promotional van
Promotional van
Promotional van
Promotional van
Promotional van
Promotional van
Graphic Design
Part of the process of moving people to brands is giving them a visual experience that makes the journey more enjoyable. That’s why graphic design is such a key part of our creative process.
We’re constantly developing new ways to use art, graphics, text and photography to give our Client’s brands a visual edge.
Drink Up, Throw Down
Mountain Dew®
“Drink Up, Throw Down” print series featuring snowboarding legend Shaun White. The work was designed to promote the X-Games in ESPN Magazine. The energy, excitement and free expression of the games was captured in a unique graffiti style that cleverly integrated Mountain Dew into the art.
Print campaign
Print campaign
Print campaign
Choreography
Pepsi®
Packaging is media. Choreography gave Pepsi the chance to create a personal bond between consumers and the brand through innovative and artistic package design. Not only is the package design ever-changing, it is consumer generated.
Package design
Package design
Package design
Package design
Package design
Bus signage
Breaking Through
American Advertising Federation
In partnership with the AAF, we developed the look and feel for their annual national conference. Inspired by silk-screen rock posters, it was a simple graphic translated with words; a logo that evolved into a main graphic and was extended into web banners, print ads, program booklets and other conference materials.
Print campaign
Print campaign
Print campaign
Print campaign
Pepsi Smash®
Pepsi®
Repeating our successes from last summer, TracyLocke activated Pepsi Smash, a music promotion which sponsors concerts all over the country by artists like Missy Elliott, Fergie, John Legend and Gretchen Wilson. By enacting a vigorous campaign that includes POS signage and radio spots driving listeners to both the concerts and the Pepsi Smash website, TracyLocke hopes to give this cool promotion its biggest year yet.
Point-of-sale display
Point-of-sale display
Point-of-sale display
North Kansas City Invitation
Harrah’s®
We developed a contest for Harrah’s North Kansas City that requested local artists to help beautify the Kansas City Arts District. The assignment: create a mural to be posted on the side of a downtown building. This nontraditional advertising and corresponding promotion drew tremendous buzz. This invitation recruited potential judges who picked the winning artwork.
Invitation
Nokia 5300 VIP Kit
Nokia®
Nowadays, your phone and your music go hand in hand, literally. We developed this sell-in kit introducing the new Nokia phone to carrier stores around the country, showcasing the musical features of the new phone.
Sell-in kit
BzzAgent™ Word-of-Mouth Marketing
Tabasco®
We created an innovative piece that shows the “two sides” of the Sweet & Spicy flavor of Tabasco and generated a little “Bzz” for this singular product. The pull-tab creates interaction in a fun way to show that you get the best of both worlds while building word-of-mouth about this unique new flavor.
Promotional kit design
Black In Style
Pepsi®
Pepsi wanted a piece that would be relevant to African Americans and would live long after Black History month was over. We created a calendar that provided a monthly pass, looking back in time at shared moments in fashion. Each month celebrated a different chapter in the history of African American style, and its ongoing contribution to American culture.
Calendar cover
Calendar spread
Calendar spread
Calendar spread
Calendar spread
Calendar spread
Calendar spread
One Of The Family
The Dog House®
Dog Lovers treat their pets like one of the family. With this knowledge in hand, we developed an identity and print campaign that showcases the different personalities of each dog.
Identity
Print campaign
Print campaign
Print campaign
35th Annual Cattle Baron’s Ball
American Cancer Society®
The nation’s single largest fundraising event for the American Cancer Society is held in the Dallas area every year. In 2008, the Urban Cowboy-themed ball chose TracyLocke for all of their communications from logo to invitations, programs and more.
Identity
Direct Marketing
TracyLocke is all about Ideas That Move People To Brands™. The way we approach Direct Marketing is no different. We just create ideas that move consumers to brands in specific, measurable ways.
So, no matter what strategy we employ or what media best moves customers to the brand, we track and analyze results to ensure optimal return on your DM investment.
The team includes a group of very experienced DM professionals in Account Management, Data Analytics, Media, Creative and Production.
Our DM programs provide solutions to lead generation, direct to consumer sales, CRM and media optimization across all media channels including broadcast, mail and online.
Guaranty Checking
Guaranty Bank®
This campaign focused on the frustrations people have with their banks and asked them to switch to Guaranty Checking. The campaign was launched with radio, online, newspaper and direct mail. Within three months, Guaranty Bank experienced more than a 30% growth in their checking signup rate. Not to mention a lot of people were finally happy with their bank.
Postcard
Microsite
Welcome to Guaranty Bank
Guaranty Bank®
When it comes to new Clients, we have developed a unique approach that uses customer behavior data to drive sticky service offerings and maximize offerings in the first 90 days. Since the program was launched, Online Banking signups have increased 23%, Direct Deposit signups have increased 38% and Bill Pay transactions went up 50%. It sure pays to know your customers.
Welcome package
Visa® Check Card letter
Visa® Check Card brochure
Cross-sell package
Cross-sell package
Digital Communications
A wired society where experience is the brand and engagement is its currency.
We live in an increasingly digital ecosystem — a wired society transcending the traditional, strictly defined environments we have been used to.
Digital is about designing conversations that are open, flexible, demand-driven and personalized.
At TracyLocke, we believe the ‘where’ and the ‘when’ of marketing are as important as the ‘what’. That speaks to the need to put consumer and shopper insights at the center and determine the most relevant ways to engage them.
Our digital communications practice builds from that foundation and creates engaging programs that ultimately move consumers to the moment of purchase.
Bite-Sized Film Fest
Dibs®
Lights, camera, action! We developed the Bite-Sized Film Fest, and integrated online promotion for Dreyer’s Dibs bite-sized ice cream snacks, where consumers can create and upload their very own commercial showing how they “Do Dibs”. The Grand Prize was $10,000 in cash and their film on MTV.
Website
Website
Website
Website
Website
Website
Widget
Spring Break Casting Call
Ice Breakers® Sours
Ice Breakers teamed up with MTVU’s Spring Break Cancun for a weeklong web cast. 85 couples auditioned in a seaside casting call by competing in outrageous activities. The content was posted on WatchandWhoa.com for consumers to vote on, with the winning couple starring in an Ice Breakers TV spot.
Silver 2007 MIXX Award: Super-Rich Media
Website
Website
Website
Website
Website
Website
Room-A-Day-Giveaway 2008
Kimberly-Clark®
One of Kimberly-Clark’s most successful promotions, this program was driven by a branded content partnership with ABC®’s The View. For 15 days, a winner of a $25,000 Kimberly-Clark room makeover was announced live by stars Barbara Walters and Rosie O'Donnell. Participants entered in-store and online. Other support included TV, Print, PR, and customized retailer promotions (even dancing paper towels).
Website
Website
Website
Website
Widget
Website
Need A New Game?
Texas Lottery
Go ahead and play, it’s easy. Continuing the campaign for the scratch card Daily 4 from the Texas Lottery, we created this online interactive banner within the larger campaign (including TV, radio, outdoor and POS) reinforcing the idea of finding an easier game, like Daily 4.
Banner ad
Shopper Marketing
At TracyLocke, we believe the most successful Shopper Marketing practice is part of an integrated marketing campaign.
Based on a deep understanding of shopper attitudes and behaviors, these programs are designed to build equity for the brand and the retailer while the consumer is in shopping mode and ultimately drive them to make a purchase.
Return The Warmth
Aquafina®
Environmental responsibility is vitally important to both Wal-Mart and PepsiCo. We helped unify their shared vision for a greener world in this campaign which was only available in Sam’s Club Stores. In all, over 80 million Aquafina bottles were returned to Sam’s and recycled into useful products like fleece jackets for underprivileged kids. This program has generated over $124 million in retail sales growth over two years.
In-club banner
In-club poster
In-club banner
Fleece jacket
Hang tag
Logo detail
Gift card
Program guide
In-school program awareness poster
In-school event poster
Halo® 3: Be In The Game
7-Eleven®
Mountain Dew and 7-Eleven partnered with Microsoft and XBOX 360 to leverage the hit gaming franchise “Halo”. 7-Eleven presented the exclusive opportunity for one lucky customer to win a cameo voice over in the upcoming “Halo Wars” saga as well as offer other exciting Xbox prizes. The program leveraged radio, mobile billboards, in-store activation, custom packaging and a supporting print campaign.
Print campaign
Point-of-sale display
Point-of-sale display
Window cling
Custom packaging
Billboard
Billboard
Taste of the NFL
Food Lion®
Taste of the NFL, presented on the eve of the Super Bowl, raises and distributes money to hunger-relief groups. In 2007, we helped PepsiCo and Food Lion forge a 3-year partnership with the Taste of the NFL to continue the growth of this honorable event and bring the Taste of the NFL Chefs and their specialties exclusively to the Food Lion community.
Point-of-sale display
Point-of-sale display
Recipe Book
Point-of-sale display
42 Days. 42 Winners.
Publix®
Watching the Super Bowl with friends and family is a long-time tradition. To celebrate Super Bowl 42, PepsiCo and Publix teamed up and awarded home entertainment systems and Publix gift cards to shoppers every day for 42 days. Supporting elements included an FSI as well as customized POS.
Point-of-sale display
Window cling
Wal-Mart® Volume Producing Item (VPI)
Huggies®
Before your bundle of joy arrives, you need to stock up on baby supplies. We developed this in-store merchandising, direct mail and packaging for Wal-Mart to help secure incremental merchandising throughout the year for Huggies. We also developed a unique, co-branded marketing program that communicates Wal-Mart’s status as a baby-needs destination.
Point-of-sale display detail
Point-of-sale display
Point-of-sale display detail
Point-of-sale display
Promotional kit poster
Promotional kit brochure
Promotional kit brochure
Promotional kit brochure
Sports Marketing
Winning ‘brand fans’ through passion, intelligence and drive.
From traditional advertising and promotions to nontraditional activation, we create ideas that leverage sports assets in an ownable, unique way to build equity and drive volume.
Dale Jr. Goes Green With AMP
AMP Energy™
2008 was a year of change for Dale Earnhardt Jr. and his NASCAR fans who call themselves “Jr. Nation”. For AMP Energy, this was a perfect opportunity to showcase the power of the brand. From in-store POS to promotion to product innovation to advertising, a full arsenal of elements for the #1 fan favorite driver ensured that AMP Energy’s sponsorship started strong and drove loyalty for many years to come.
Print campaign
National spotlight
USA Today print ad
Official sponsorship announcement
NASCAR.com homepage takeover
Retail launch
Innovative packaging
Wal-Mart 8-pack
Gatorade Duels victory
TV press conference bumper
2007 Rookie Of The Year®
Diet Pepsi®
Diet Pepsi is the official sponsor of the NFL Rookie of the Year award. With past winners like Ben Roethlisberger, Vince Young and Adrian Petersen, the award is more than just an honor. It’s emblematic of who’s “next” in the league. This fresh, youthful campaign captures the essence of the Rookies’ mindset as they strive to break through and earn their spot in America’s #1 sport.
Print campaign
Print campaign
Print campaign
Print campaign
Print campaign
Print campaign
Broadcast TV spot
NFL.com branded content
Rookie Of The Year award
Open It Up
Pepsi®
In the fast-paced world of NASCAR sponsorship, it’s unlikely for a brand and a driver to have a run like Pepsi and #24 Jeff Gordon. Entering their 11th year together, it’s been an incredible ride. From breakthrough in-store POS and product innovation, to advertising and promotion, Pepsi and Jeff’s partnership is only getting stronger and more successful as he solidifies his legendary status on the track.
Point-of-sale display
Point-of-sale display
Point-of-sale display
Point-of-sale display
Broadcast TV spot
Point-of-sale display
Point-of-sale display
Car graphics
Broadcast TV coverage
Talladega race activation
Commemorative DVD
Yard By Yard™
Diet Pepsi®
In the aftermath of Hurricane Katrina, Diet Pepsi partnered with New Orleans Saints superstar and brand spokesperson Reggie Bush in a charitable effort to help the people in the region. The premise was simple: For every yard Reggie gained during the 2006 NFL season, Diet Pepsi would donate money to Rebuilding Together, a non-profit organization dedicated to rehabilitating neighborhoods in the Gulf Coast region.
Point-of-sale display
Point-of-sale display
Package design
Billboard
Website
Broadcast TV Public Service Announcement
Fuel Your Passion
Mountain Dew®
Mountain Dew and action sports have been synonymous for decades, fueling each other’s growth and identity. In this campaign, Dew tapped into top action sports athletes Hannah Teter (snow), Chad Kagy (BMX) and Paul Rodriguez (skate) to communicate what ignites their drive in their sport.
Print campaign
Print campaign
Print campaign
Official Sponsor
Aquafina®
To drive awareness of its MLB partnership and build on the brand campaign “Make Your Body Happy”, Aquafina touted itself as the official sponsor of specific things that just simply make baseball fans feel good. The campaign was executed through regionally customized print, outdoor and POS as well as at the All-Star Game in New York City.
Point-of-sale display
Point-of-sale display
Point-of-sale display
Point-of-sale display
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