Cercone Brown & Co. Archives - CerconeBrownCompany

Exploring Our Own Backyard for the CBC Boston Experience

We’ll just come right out and say it: we LOVE Beantown! As one of the most historic cities in the country, Boston has a lot to offer from unique activities, great food, and lastly, is home to some amazing brands.

Throughout the year, we routinely invite editors and influencers spanning a variety of lifestyle, food, and travel publications to join us for brand excursions to aspirational places like Santa Barbara and Sonoma County. While these locations are breathtaking in their own ways, we decided it was time to take advantage of our own backyard and prove that Boston in fact is a great travel destination.

This is why we invited 10 editors to come experience all of Beantown’s unique qualities in our first Boston Experience, a new program added to our House Program series.

Take me out to the ball game

It wouldn’t be a trip to Boston without a chance to watch the Sox play at Fenway Park. As soon as the editors landed in Logan Airport, we made our way over to Fenway – in Safr vehicles, a new Boston-born ridesharing app – to watch the Boston team play the Blue Jays (spoiler: they crushed the Jays). Even though some of our New Yorkers were hesitate about sporting those Boston B’s on their caps, everyone enjoyed a Fenway Frank, or two, and were psyched to be able to experience a ball park that has so much history – Green Monster and all.

Best view in Boston

For their weekend in Boston, the media had the pleasure of staying at one of Boston’s newest boutique hotels, The Envoy Hotel. Situated along the water in one of the city’s fast growing neighborhoods, the Innovation District, the views from this hot spot are unmatched.

After a Red Sox game, we rounded off the evening with a boozy social on the Envoy Hotel’s stunning rooftop, drinking in the city skyline as well as a few signature cocktails.

Unforgettable brand experiences

The next morning, we were up at the crack of dawn to watch the fishing boats at Boston Fish Pier unload their daily catch. Legal Sea Foods gave us the behind the scenes scoop on how they choose their premium fish and what goes into making sure all their restaurants are getting the best and freshest fish.

Later that evening, our group dined with Legal Sea Foods at their Harborside location in the Seaport. It all began with Executive Chef Rich Vellante’s oyster shucking demo – that you can find live on Food Network’s Facebook page.

And the night concluded with a true sea-to-table dining experience where the media tasted Legal Sea Food’s freshest seafood dishes. Also at the table, was Legal Seafood’s CEO Roger Berkowitz who dined with the media and chatted about his journey with the brand.

Demarco Williams, Forbes Travel Guide editor, wrote about his experience with Roger Berkowitz. Check it out here.

After a classic duck tour excursion, the best way to get up to speed on your Boston history, the day peaked with a surprise trip to Ocean Spray’s cranberry bog just outside of the city. Knee-deep in cranberries, the media learned about cranberry harvest and finished off the experience with a bog-side luncheon. Needless to say, the group was berry pleased with the amazing Instagram pics they got from this adventure.

Feasting, beasting and sight-seeing

The next morning we kicked off the day the right way with a scenic run along the freedom trail in Hoka One One kicks!

And followed it with a lunch rendezvous to ArtBar in Cambridge where the staff pulled out all the stops – oysters, shrimp, mini tacos, a s’mores bar, and a sorbet bar!

And from ArtBar’s patio, a boat picked us up for a little rosè and a cruise around the harbor with 90+ Cellars and Discover Boating.

BostonNamast’ay in Boston

We sent off our media with a restful rooftop yoga class, hosted by Boston- born brand Crane & Lion.

Who knew there was so much to do in our very own backyard? Check out the social chatter from this experience on Instagram at #CBCBostonExperience.

August 29, 2017

A Guide to the Most Successful Experiential Marketing Campaigns (So Far)

Blog

As a public relations agency with many experiential marketing campaigns under our belt, we’d like to think we’re in a good position to point out some great work by brands and our colleagues at other PR agencies.

For experiential marketing to work, it has to grab your attention. Think about it: Have you ever done something crazy to get someone’s attention in real life? Sometimes it’s the same in marketing – drastic measures in order to differentiate yourself from the sea of similar brands. It can be risky, scary, and very thrilling to pioneer experiential campaigns.

We get it. Our idea to create a mobile boutique from a shipping container for Garnet Hill raised a few eyebrows when it was first floated. But in the end, the campaign was a huge success.

That’s why the campaigns below – all daring and different – hit close to home for us.

Apple Orchard in the Big Apple

In June 2016, Strongbow apple cider decided they would bring a taste of nature to NYC with a floating garden. In a barge filled with fruits, vegetables and herbs, people reconnected with nature, foraged for their food, and learned about all of the ingredients found in Strongbow’s Cider.

Why we love it: This took Farmer’s Markets to a new level and imprints visitors with a memory for life.

Big city, tiny house

In May, NESTEA introduced their own tiny house in Herald Square that emulated relaxation, minimalism, and the perfect place to enjoy a glass of iced tea. Their message to consumers: life today is not easy, but NESTEA’s new line of classic teas can help simplify things.

Why we love it: Minimalism is a coveted lifestyle in busy cities like NYC. Kudos to NESTEA for capitalizing on it!

Refueling with a brew

In a refurbished 1952 GMC Coach bus, now known as the High Brew Liner, High Brew Coffee is embarking on a cross country tour. The goal is to pop up in 31 cities for people to try a cup of High Brew’s cold brewed coffee and refuel.

Why we love it: High Brew transformed the vintage bus to speak to an audience of millennials who, according to their research, go nuts for authentic experiences.

BigFoot on the loose

The Bootmobile is a rolling shoe created by L.L. Bean to commemorate it’s 100^th anniversary, created for new store openings and promotional events. The bootmobile has been so successful that a new one was made and sent to Japan for their stores.

Why we love it: L.L.Bean took it global and didn’t just section it off for convenience.

Sweat, hydrate, repeat

In the summer 2016, Propel hosted fitness events to roll out their updated electrolyte rich flavored water. The campaign went viral with the hashtag #LetsGetUgly, in the attempt to negate the glamorous and often unrealistic social media portrayal of people working out. From yoga to boxing, Propel got consumers active and hydrated them with their water.

Why we love it: Propel provided an environment where it’s okay to get sweaty and work hard.

Touch and Feel

The Garnet Hill Mobile Boutique supported by our PR and creative services team here at Cercone Brown Company, transformed a shipping container into a moveable, shop-able, pop up shop. The revamped shipping container was a unique place for consumers to touch and feel all of the products before buying them.

Why we love it: Garnet Hill allowed their consumers to get to know the Garnet Hill products in a more natural, homelike setting.

Gone are the days of blanket advertising via commercials and print ads. People want to touch, taste, feel and smell the brand. In other words, an experience.

July 18, 2017

The CBC guide on how to choose an experiential marketing agency

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Experiential marketing is changing how brands interact with consumers by allowing for the opportunity to introduce them to products in an authentic, tactile and memorable way. In turn, this fosters lifelong relationships between brands and their consumers.

At CerconeBrownCompany, we believe that an experience can be a brand’s most valuable offering and has the power to convert a person from a one-time customer into a brand advocate.

Hiring an agency is a wise investment, as one that is successful will create, deliver and share a positive experience on behalf of your brand. But before you sign on the dotted line, review the qualities below to make sure you are selecting the ideal partnership.

Consider your company’s values

Read between the lines of the mission statement and opt for an agency with similar values to your own. Collaborating is more successful when both parties genuinely enjoy working together.

You can’t do experiential without “experience”

Every agency will admit to spaces that are more in their areas of expertise than others. A quality agency will host a kick-off or strategy session when you first begin work together. It’s not always a deal-breaker if the agency hasn’t worked in your industry before – sometimes a group of people with a proactive, go-getter attitude with experience in getting their hands dirty for their clients is more efficient than anything else.

Creativity is a skill

You wouldn’t buy a car without reading about the reviews and expert opinions, right? It’s no different when selecting an agency. Peruse the agency’s portfolio and see how they’ve brought other brands’ creative visions to life.

For example, CBC hosts a variety of unique House Programs – an opportunity for influential journalists to immerse themselves in unforgettable brand experiences in idyllic settings.

Communication and accessibility

We totally get it, you are passionate about your brand. The right agency will understand that and do everything they can to keep you in the loop. It is important that you work with a team that is responsive, the direct point of contact, and collaborative.

One way an agency will communicate is through consistent and formalized reporting. At CBC, we report with two different platforms: TrendKite for public relations and Brandwatch for social and digital.

What are your goals?

If you’re looking into experiential marketing, it’s likely you have specific business objectives in mind. Whether it’s growth or overall brand amplification, make sure the agency understands your goals and is proactive about addressing them in their proposal. If you are upfront and direct about your goals, you will better identify the agency that will best fit your needs.

Inhouse vs outsource

Why look somewhere else for an asset you might have right in front of you? An agency with a photographer, designer, and creative director in-house is a bonus because it means they have the all of the essential tools readily available. Agencies who want to outsource talent require extra time, money and resources.

Stalk on social

You know the old adage “do unto others as you would have them do unto you”? Check out how the agency presents itself on their own social posts – if you see a strategy or unique quality in their digital presence, that’s a good indication they will power up their client’s channels too.

For example, we at CBC are strategic in our social approach, pumping up our Twitter feed with daily industry news and coloring our Instagram feed with the happenings in our House Programs.

There are certainly many other traits to take into consideration when picking the best experiential marketing agency. What are the qualities you look for in an agency?

June 28, 2017

(In)Authentic Marketing in the Age of the Influencer

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Casey Neistat is a YouTube influencer and vlog pioneer. With cinematic shots and clear narrative lines, his high-quality daily vlog has been a breath of fresh air in a genre filled with shaky selfie-like shots. Moreover, Neistat has built himself a loyal audience from the ground-up; one that follows his recommendations devotedly and takes his word on different products as the undying truth.

Digital influencers like Casey are the ticket in for successful marketing campaigns. In fact, MuseFind revealed that 92 percent of consumers trust an influencer more than a celebrity endorsement or traditional advertisement. With that, companies are doing everything they can to foster these unicorn relationships as a way to build loyalty with consumers.

Earlier this year, Samsung recruited Neistat to be the face of their “Do What You Can’t” campaign, to position the Galaxy S8 as the device to have in today’s creator-driven landscape. The campaign celebrates everyday people who use social media and new technology to shape their careers.

Samsung’s choice to solicit an influencer was understandable; however, how valuable a choice was it? Historically, Neistat is a loyal and vocal fan of Apple – a major rival to Samsung with a reputation for innovation.

Neistat’s following responded to the Samsung partnership negatively, saying it wasn’t the authentic story. Perhaps Samsung made a bet that the benefits of Neistat’s endorsement and the exposure would outweigh the questions the partnership begs. But evidence of that can’t be found in the comments of Neistat’s video.

Unnatural brand and influencer partnerships can tarnish an image. Comments from Samsung’s Oscar ad are pretty mixed, but the animosity towards Neistat for working with Samsung centers on him “becoming a sellout”. As Neistat once said, “The key to cool is that you shouldn’t have to tell someone you’re cool.” Seems like Samsung wasn’t listening. That said, the entertainment industry is changing, and the line between marketing and entertainment is blurring. Many influencers have started launching their own brands using platforms like YouTube, allowing them to control their own image and ensure everything they endorse remains authentic.

Jeffree Star is one example of this kind of self-made influencer. Originally a makeup artist, Star began his climb to top-tier influencer as a Myspace musician and makeup/beauty vlogger. A few years ago, he launched an eponymous cosmetics line.

Star also uses his products to secure trust and strengthen his brand’s image.

And that feedback loop has led to immense commercial success for Star, who now employs over 100 people. Star almost never partners with anyone; however, when he does, it’s either his best friend or a brand he truly believes in, allowing him to ensure his image and messaging are consistent. As Samsung proved with Casey Neistat, all of this matters when fans are loyal to their influencers and can recognize an inauthentic partnership.

When brands and influencers partner, both need to make sure their actions and essence align. Audiences can smell inauthenticity a mile away, and you can bet they’ll have something to say about it.

June 20, 2017

Transmedia Storytelling in Longlasting Campaigns

Blog

All advertisers strive to produce great work that goes beyond selling and becomes viral entertainment that consumers talk about for weeks. But then what?

Many have gotten into the habit of cranking out one campaign after the other, without too much diversity in-between. But in the pursuit of staying fresh, they lose the longevity of their brand identity.

This is where Transmedia storytelling comes into play.

source: Wise Geek http://www.wisegeek.com/what-is-mass-production.htm#

Transmedia storytelling is simply defined as “telling a story across multiple media” and thrives off audience engagement. Different media forms work together to create a larger, more engaging story that immerses the consumer in the brand.

Traditionally, media franchises (like Harry Potter and Star Wars) have brought this technique to life by building off the original content with related games, toys, theme parks, etc. This results in a natural build of brand awareness and loyalty.

Progressive

Perhaps the best example of a brand using transmedia storytelling happened in 2008 when car insurance company Progressive brought out Flo, the quirky saleswoman who has since become the face of the brand.

Over the last nine years, Flo has appeared in over 100 commercials, has her own bobble head, a Halloween costume, and even has a role in the racing video game ModNation Racers.

Flo’s ability to transcend traditional marketing mediums has helped Progressive appeal to the elusive younger audience.

Melbourne Metro

PSAs have a bad reputation. So when Melbourne Metro had to release a PSA for train safety, they seized the opportunity to break the monotony usually associated with PSAs by using transmedia storytelling.

The campaign started with a catchy jingle but has since expanded to an iPhone game, plush toys, and figurines.

When executed well, transmedia storytelling can extend the lifetime of a campaign and strengthen brand identity.

December 6, 2016

Connecting with Consumers in Unexpected Ways

Blog

Consumers are inundated with advertisements. While the exact number is impossible to pinpoint, the head of Kantar Futures, Dr. J Walker Smith, and other sources have cited that a person sees up to 5,000 marketing messages a day.

What does this mean for advertisers? Traditional marketing techniques no longer cut it. Consumers tune out the “seen it before” promotions as white noise. In order to capture the interest of consumers, marketing needs to anticipate their expectations and then disrupt them.

In Digital

Using Ad blockers has become common practice. Netflix recognized this trend long ago and found a clever way to use it to promote their original show, Black Mirror. Advertising via a technology designed to eliminate advertisements was a brilliant move. The campaign also fit with the show’s eerie tone, which resonated well with viewers.

In Print

Print has always been a fairly straightforward medium. That’s why we especially loved to see Chambord blow our expectations out of the water with their print series, “Because No Reason“. The blunt tone of the campaign caught consumers’ attention, and the nod to “impulse purchases” appealed to shoppers. Brownie points, because the campaign also went viral on digital.

In Broadcast

Everyone skips YouTube pre-rolls; it’s just a fact. Instead of trying to manipulate consumers into watching a longer ad, Geico recognized the irritation and adjusted their ads to fit within five seconds. Their humorous “unskippable ads” understood that consumers just want to get to their content quick and dirty. The ads were so popular that consumers even went so far as to seek out the uncut versions.

Product Packaging

We at Cercone Brown know you have to get creative if you want to grab consumers’ attention. That’s why we were all over it when our client, Backyard Farms, asked us to rethink how they package their delicious tomatoes. We conducted focus groups in Maine and Boston to hear what their customers had to say about the brand. This consumer feedback served as inspiration for the package design below – a signature branding of Backyard Farms that customers have loved ever since!

So what do all of these brands have in common? They embraced the modern way consumers interact with advertising spaces rather than trying to force a cookie-cutter message. The result: content that consumers actually seek out.

November 22, 2016

We Must Diversify in Order to Disrupt

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Over the past decade, we have seen tremendous strides in advertising diversity, from gender to religious beliefs. However, let’s not pat ourselves on the back just yet. There is still so much room for more progress in attaining equal representation of these marginalized groups.

White male dominated agencies, like in the show Mad Men, still exist today.
Photo Credit: from Justina Mintz/AMC

Why Agencies Benefit from Increasing Diversity in their Workforce

At its most rudimentary level, advertising and marketing campaigns are meant to capture the attention of audiences. We do that by creating content that is relatable and strikes a universal chord. For minority demographics, we believe the best way to create content that resonates is to let them tell the story.

Agencies without a diverse staff are more limited in their understanding of their various target audiences.

With so many talented individuals from diverse backgrounds, why should we make our jobs harder by excluding their voices? We should embrace a breadth of perspectives as a way to stimulate industry progression and inclusivity.

As Pepsi Co. Executive Brad Jakemen puts it, “Innovation and disruption does not come from homogenous groups of people. Quite the opposite. They come from collections of people with different life experiences coming together with a different perspective on the world. Different ages, races, sexual orientations trying to solve a problem from a different standpoint.”

Brands Pushing for Change

A few brands – including Pepsi Co., Verizon, HP, General Mills – have spearheaded this initiative by pressuring their agencies to hire diverse individuals. They’ve asked agencies to propose plans for how they will boost representation at all levels within their workforce.

The SMO for Verizon, Diego Scotti commented in a New York Times article that, “Marketers are expected to have a deep understanding and insight about their markets, about decision makers and about customers. We are more likely to create solutions that amaze our customers if our workforce and suppliers represent the communities we serve.”

We at CerconeBrown applaud the steps these brands are taking, but recognize there is still progress to be made. When new and unique perspectives are brought into the creative process, everyone wins.

November 10, 2016

CBC Fall House 2016

Blog, Houses

Over the course of eight days, 20 editors, bloggers and journalists from top-tier publications attended Cercone Brown’s 11th annual Fall House in Santa Barbara.

From October 16-24, attendees from publications like People, The Huffington Post, and SELF immersed themselves in the Santa Barbara County lifestyle as they lounged by the pool, explored picturesque California beaches, and participated in adventurous excursions all hosted by our brand sponsors.

This year, brands like Buick, Miraclesuit, and Lather organized unique brand activations and experiences. The key to our success with our House Programs, we let the products speak for themselves. Buick kicked off the 2016 sessions with an iconic, self-guided road trip down the Pacific Coast Highway while Mircaclesuit hosted a pool party at the house.

After all the excitement, Lather helped the editors unwind with facials and massages.

Other brands like Sabra and Jackson Family Wines indulged the media influencers with delicious food and cocktails throughout their stay. They were even treated to a mixology class with blogger and author of This Girl Walks into a Bar, hosted by Bolthouse Farms.

While Fall House is certainly fun for media influencers, it also encompasses a series of tailored experiences designed to give each brand meaningful exposure to media in a natural setting. Editors are experiencing a product in the way it is intended to be experienced – and without being clouded by the competition as each brand is offered exclusivity in its product category.

But enough about what we thought of Fall House – let’s let the attendees speak for themselves:

Check out all of the social buzz from Fall House online at #CBCfallhouse.

November 3, 2016

Marketing to Humans

Blog

Controversy was sparked last year when Target went gender neutral with some of its products; with it came an important conversation amongst brands about the potential pitfalls of playing into gender stereotypes.

Many consider gender to exist on a spectrum rather than a male-female binary, causing brands to realize that consumers are more complex than gender stereotypes might suggest. The result: brands that are more inclusive of all gender identities.

At Cercone Brown, we’re calling this a “Marketing to Humans” revolution.

THINX

THINX, a brand that sells underwear specifically for a person’s menstrual cycle, is challenging gender norms with its “People with Periods” campaign. The ad features a transgender man, suggesting that females aren’t the only ones who would benefit from their products.

ZARA

Many high-end fashion lines strut androgynous – gender-neutral – clothing on the runway, however, ZARA is one of the first clothing brands to make this look mainstream with their “Ungendered” collection.

Covergirl

Makeup isn’t just for ladies anymore. Covergirl has introduced 17-year-old social media darling James Charles as their first ever CoverBOY.

Meet James Here

Veritas Genetics

We at Cercone Brown are joining this movement to remove gender stereotypes from marketing, particularly through our work with Veritas Genetics – a whole genome sequencing startup that also markets tests for breast, ovarian, and other cancers by testing for BRCA mutation.

A mutation on the BRCA chromosome can increase the risk for breast cancer in both men and women. Among our many objectives is to build awareness that both women and men are at risk for breast cancer.

There is still a long way to go until marketing is truly intersectional and representative of all identities, but these brands are helping lead the march towards progress.

October 21, 2016

Civic Publicity

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Public relations and advertising campaigns draw attention to brands. But what if those campaigns focused on more than just the brand’s products or services? What if they went the extra mile?

Civic Publicty

Civic marketing and publicity is a combination of public relations and civic engagement occurring when brands use their notoriety to rally people in a community to address an issue or do some good. It’s more participatory – the brand goes beyond drawing awareness and support for the cause to play a more active role in the process.

Photo Courtesy of Gustavo Brazzelle https://creativecommons.org/licenses/by/2.0/

Heineken’s “Cities” Campaign

Heineken offers a prime example of civic publicity in their “Cities” campaign. They turned to consumers to crowdsource ideas for projects in New York, Los Angeles, Chicago, Houston and Honolulu. With the help of crowdfunding platform Indiegogo, they will raise money from their communities for these projects, matching up to $20,000 in each city so that they can put their plans into action.

The campaign kicked off this September with a re-imagination of the abandoned Miami Marine Stadium.

In the past, Heineken has taken the lead on projects to improve cities. They made music from turnstiles in New York and made the Golden Gate Bridge light up with sound in San Francisco.

But now they are giving consumers control over their projects, and by doing so they are shifting their focus public relations towards civic publicity. Consumers now have the chance to their voices heard, allowing for an active role in directing change. The result of this shift: positive publicity and loyalty to brands.

How CBC does Civic Publicity

We at Cercone Brown know the importance of raising awareness for worthy causes, which is why we’ve worked on public relations campaigns for brands like AMPSURF, the Red Cross, and many more in the past. We work with Brands on a Mission and a big part of that mission is to bring people together to benefit our communities.

October 13, 2016

People Remember Experiences, Not Products

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For brands that want to have a lasting impact, one thing is important to know: people remember experiences, not products.

Why it’s Important

Experiential marketing and branded entertainment immerse consumers into brands, forming positive associations and sometimes inspiring them to become brand influencers.

Through events and other branded entertainment, you give the consumer a tangible experience so that they will remember your brand. When they go to make a purchase in your category, they’ll remember that experience.

How you can implement it

The types of events and branded entertainment you host can range from strictly informative to wildly creative. Many brands set up booths at trade shows and other events to give consumers a more personal, in depth interaction with their brand.

image courtesy of Krista K. Catian, NAVFAC Pacific Public Affairs https://www.flickr.com/photos/navfac/10461564004

photo courtesy of Nick Gray https://www.flickr.com/photos/nickgray/358452789

Some brands try to reimagine the way consumers engage with their product by putting on interactive experiences.

Merrell’s virtual hike

It’s also important to leverage social media. Posting builds buzz and creates an online community to share the great experiences they had with your brand.

Follow Our Lead

We at CerconeBrown know just how important experiential marketing and branded entertainment can be. That’s why we frequently help hold pop up shops, mobile boutiques, and special events for our clients. Additionally, we host our House Programs multiple times a year, where influencers get mini vacations at locations across the country, allowing them the opportunity to engage with our clients’ products. We know that they may forget an ad, but they’re sure to remember an experience.

September 30, 2016

Why You Can’t Get These Songs Out of Your Head

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The five senses play a key role in our consumer lives. Traditionally, many brands’ marketing teams have focused solely on sight when producing their creative work. However, today’s brands attract their audiences through another sense: hearing. Sound in marketing has now become a popular and expected asset.

Sonic branding is the strategic use of sound and music to build brands, used to trigger an emotional response from the consumer, elevate their experience with the brand, and build a relationship.

Why should every company use sonic branding? Not only does it help you stand out from the crowd, but it also makes you memorable. Some examples of brands that have created a short but catchy sound include T-Mobile, Microsoft, and Skype.

One of the biggest mistakes an agency can do is just slap on a good song without much thought. Just because you like a song or it’s popular among the general public doesn’t necessarily mean it’s the right fit for you.

Consider Royal Caribbean’s use of Iggy Pop’s “Lust for Life.” Sure, it’s a classic song, but was it the best choice for this particular brand? After listening to the lyrics, many people were confused as to why this brand would want their luxury cruise line associated with the lyrics.

However, some advertisements are paired so well with music that the two become timeless associations. It gets to the point where you can’t hear the song without thinking of the brand that popularized it.

For example, how will we ever forget the dancing Mr. Six in the 6 Flags Commercials to the Vengaboys hit, “We Like To Party”?

Just like we won’t ever forget when Target re-wrote the lyrics to Sir Mix-A-Lot’s “Baby Got Back”!

Some commercials are so trendy that the musical artist also spikes in popularity. The alternative rock group Phoenix became an overnight sensation after Cadillac’s SRX Commercial was released in 2010 with their hit song “1901.”

It’s safe to say that these songs will be stuck in our heads for the rest of the week. And with the demand of interactive marketing on the rise, we can’t wait to see which sense is incorporated next.

August 16, 2016

Garnet Hill Hits the Road in its Beautifully-Crafted Mobile Boutique

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It’s official – Garnet Hill has packed up a collection of its most beautiful home and apparel products and set its sights on the open road! Their mission? To connect with their customer in a tangible way and provide a unique touch-and-feel experience in the comfort of her own backyard

This August, we’re celebrating the launch of Garnet Hill’s Mobile Boutique – a pop-up store that truly takes the concept of “experiential marketing” to a whole new level.

Built to feel like a tiny, natural home where you can literally touch, feel, and shop all of the beautiful Garnet Hill products, the boutique is equipped with all of the homey essentials – kitchen, bathroom, bedroom, closet, and a roof deck.

The pop-up is an homage to the brand’s Beautiful, Naturally mantra and was stunningly designed by ModEco Founder and HGTV Container Home personality Drake Boroja from a converted shipping container. It showcases an array of the most beloved Garnet Hill products, and serves as a venue for community events including wine tastings, farm-to-table meals, and other demonstrations.

The mobile store began its pilgrimage in Franconia, New Hampshire, is currently moving south through the state via Exeter, and will end in New York City.

Join the journey! Follow along with #GHmobileboutique or visit their Events Page on Facebook for information on how to experience the boutique yourself.

August 12, 2016

Blog

There’s something to be said about a weekend getaway to America’s wine region, Sonoma County. Breathtaking countryside, endless vineyards, the finest farm-to-table cuisine, all tucked into the rolling hills of Northern California. It’s the perfect spot to unwind and unplug – or to simply indulge in amazing food and a chilled glass of Sauvignon Blanc.

For 24 editors spanning a variety of lifestyle publications, this blissful vacation daydream became a reality during CBC’s Cooking Cottage experience from April 29-May 4.

The CBC Cooking Cottage is part of our House Program series and was born from the desire to provide editors and bloggers the opportunity to engage with a variety of brands in a tangible, meaningful way. Representatives from publications like Good Housekeeping, Oprah Magazine, Real Simple, Women’s Health, and more attended the organized oasis and left with a weekend experience they won’t forget.

Each day featured a new set of socially-engaging activities, each hosted by a different brand. The agenda included events like a wine and cheese at Arrowood Vineyard with President Cheese, an exclusive poolside yoga class with Clif Bar, tours of two Jackson Family Wines vineyards, a Pinot and Potatoes Paint Night with Alexia, and many delicious meals in between.

The Cooking Cottage experience gave participants an enchanting taste of the rich Sonoma culture, as well as an insider’s look at highly-coveted brands like Omaha Steaks, Sambazon, Stonewall Kitchen, and Simply Organic.

But don’t just take our word for it. Scroll through the amazing photos posted by our guests on the hashtag #CBCcottage on Instagram.

Until next year, Cooking Cottage!

May 16, 2016

Cercone Brown Company, The Fantastical Win Gold At 2014 David Ogilvy Awards For Excellence In Advertising

CBC News

J.Jill “Uncomplicate” campaign honored for breakthrough brand strategy and creative

NEW YORK CITY (March 26, 2014) — CerconeBrownCompany and its creative agency partner The Fantastical took top honors last night at the Advertising Research Foundation’s (ARF) prestigious 2014 David Ogilvy Awards for “Uncomplicate,” an integrated national brand campaign for the women’s clothing retailer J.Jill.

Other winners last night included The Coca-Cola Company “Let’s Go Crazy” (Ogilvy & Mather), HP “Printing that helps your Child Shine” (BBDO Singapore), Reddi-wip “Unleashing the Joy of Reddi-wip and Fruit” (DDB California), and Ford Fusion “It’s in the Game” (TDI).
Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising. The Awards honor extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.
The “Uncomplicate” brand platform was conceived entirely through research and deployed across national advertising, PR, online pre-roll spots, promotions and through all of J.Jill’s channels, including retail stores, packaging, catalog, customer service and at jjill.com. And the platform is successfully resonating with customers: J.Jill has experienced increases in brand engagement and revenues.

CerconeBrownCompany’s partner agencies that share the Ogilvy Award are The Fantastical (creative), Added Value (consumer research), Kathy Hart Planning (research) and PGR (media).

March 27, 2014

Tag Archive for: Cercone Brown & Co.

Progressive

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In Digital

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In Broadcast

Product Packaging

So what do all of these brands have in common? They embraced the modern way consumers interact with advertising spaces rather than trying to force a cookie-cutter message. The result: content that consumers actually seek out.

Why Agencies Benefit from Increasing Diversity in their Workforce

Brands Pushing for Change

THINX

ZARA

Covergirl

Veritas Genetics

Civic Publicty

Heineken’s “Cities” Campaign

How CBC does Civic Publicity

Why it’s Important

How you can implement it

Follow Our Lead