TRANSFORMING A CORPORATE BEVERAGE BRAND INTO A WORKPLACE LIFESTYLE MOVEMENT

When I joined MARS Drinks (the workplace beverage division of MARS Inc.), I discovered an understated brand with tremendous untapped potential across global markets. Despite having quality products for office environments, the brand lacked a cohesive identity and compelling market positioning.

I seized this opportunity to completely revitalize the MARS Drinks brand experience, developing and launching their first-ever comprehensive Brand Awareness Campaign that redefined how workplace beverages were perceived. By crafting a refreshed internal vision and distinctive brand voice, I transformed what was essentially an office supply into a workplace culture enhancement.

My team delivered remarkable output efficiency, creating over 5,000 brand assets and supporting materials for more than 20 global product launches, all while maintaining a complex Global Content Calendar across multiple markets. This massive creative production was executed strategically, ensuring consistent messaging resonated across diverse workplace cultures.

This experience demonstrates my ability to take an underperforming brand asset, identify its unique positioning opportunity, and execute a complete transformation at a global scale.

HUMANIZING A TECHNICAL BRAND FOR AUTHENTIC BUSINESS CONNECTIONS

Taking on MARS Drinks, I immediately recognized our core challenge: we had a technically sound product with a distribution advantage. However, our brand came across as cold and corporate when our true value was creating warmth and connection in workplaces.

I led a strategic brand evolution that transformed our market position from impersonal supplier to trusted workplace partner. This wasn't about flashy campaigns but fundamentally shifting how we communicated with our customers through every touchpoint.

We began building more authentic relationships with decision-makers by simplifying our messaging and infusing genuine warmth into our brand voice. While this transformation was still evolving during my tenure, we made significant progress in understanding our customers' real workplace needs beyond just beverage supplies.

This experience showcases my ability to identify a brand's true emotional value proposition and translate that into practical marketing approaches that build meaningful business relationships. I bring this same customer-centric perspective to every marketing challenge – finding the human connection that transforms transactions into partnerships.

 BUILDING A GLOBAL VISUAL IDENTITY FROM SCRATCH

When I joined MARS Drinks, our marketing teams constantly scrambled for professional product photography, resulting in inconsistent visual presentation across markets. I recognized this fundamental gap and established and directed a comprehensive content creation process that built a robust global asset library over three years.

This initiative transformed our marketing operations, giving teams across all markets instant access to high-quality, consistent product imagery that elevated our brand presentation. The visual foundation I created enabled faster campaign development with significantly improved aesthetics across all customer touchpoints.

This practical solution to a basic marketing challenge demonstrates my hands-on approach to solving fundamental issues that limit marketing effectiveness, identifying gaps and building systems that empower teams to execute at a higher level.

ELEVATING BRAND IMAGERY FROM GENERIC TO AUTHENTIC

I discovered our global teams relied on generic stock photography that failed to showcase our actual products. Taking decisive action, I directed new lifestyle photoshoots that captured authentic workplace moments featuring our beverage solutions in modern, collaborative office environments. This transformation from forgettable stock images to distinctive branded photography gave our marketing materials immediate visual credibility and clearly demonstrated our products' real-world benefits – a perfect example of how I identify and fix fundamental marketing weaknesses that undermine brand perception.

VISUAL STORYTELLING: FROM CONCEPT TO COMPLETION

Led end-to-end production of 20+ high-impact branded videos, partnering with premier creative agencies while personally directing every phase from creative briefing through final edit approval. This hands-on leadership ensured our visual storytelling authentically captured the brand essence while maximizing production value and creative impact.

Global Brand Awareness Campaign

Rethink The Daily Grind.™

It’s a tagline. A rallying cry. An invitation to think differently about workplace drinks and what’s possible during the workday in general. To bring the idea to life visually, we created a transformation—a fun before and after showing how workplace drinks can help support a better, more energized workday.

We launched the campaign in April of 2015 through print, web, outdoor and social media. We also hit innovative channels like Pandora® online radio (for all of those office listeners) and Boingo® airport wi-fi (for all of those business travelers) to further reach our target audiences. Key launch cities included Atlanta, Chicago, Dallas, New York, Philadelphia and San Francisco.

A Year in Review