John CernigliaCreative Brand Management

804.920.0035 Cernigliaja@gmail.com

About Me

On Sunday August 28, 2005, my mother rushed into my room at 5 a.m. and told me that I had to pack everything; we had to

evacuate New Orleans because of hurricane Katrina. We evacuated to Galveston, Texas and I spent the next two weeks living

in a Holiday Inn and eating fast food. In January, I moved to Richmond, Virginia. I left everything familiar behind and had to

restart. I had no friends, I had never had a job, and I had never been to Virginia. So what did I do? I went to school every day

and when I came home, I cut the grass. I cut the grass every day, even if it didn’t need to be cut. It was the only thing I could

do to keep myself occupied. And now that I look back on it, it’s sort of interesting. Even when it seemed like nothing more

could be done to that grass, I always found something I could do to make it better; and that’s how I think about brands and

companies. I look at them like I looked at that grass. On the surface, there’s nothing you can do. The grass is cut, the leaves

are raked, the weeds are pulled and the walks are edged; but is that all you can do? What about trying to plant seeds in the

bare spots? What about re-routing the irrigation to make better use of the water? How about trimming the bushes and trees?

No matter what the situation is, there is probably something that can be done, and I believe that companies and brands

become complacent and forget to look at themselves from a different point of view, perhaps the customer’s point of view. I

believe that looking at a brand or company from that perspective uncovers opportunities and shows them their next move.

Brands and companies keep on growing, whether we pay attention to them or not. It’s my job to cultivate them and keep

them pretty or else they wither and die.

A new fragrance concept

All research collected from secondary sources, Mintel, Simmons NCS/NHCS, and one-on-one interviews.

Target Profile:

‣ 2.1 million women‣ Between ages of 45 and 64‣ HHI $75,000+‣ Health-oriented‣ Allergic to synthetic chemicals

Target Lifestyle:

Live to work/frantic lives (invented the 60 hour work week) Family is more important than self Optimistic Buys products that support her lifestyle regardless of price Does not compromise on quality of products purchased for HH Rarely takes “me” time

The Target

These women and 2,099,999 others have had to compromise on enhancing their elegance due to allergies brought about by synthethic chemicals and fragrances used in modern day perfumes.

The fragrance market has become increasingly saturated. Every year, 200 new fragrance brands emerge most of which target women by focusing on fashion, sex appeal, and romance.

The objective of this case was to develop a new fragrance concept that embodied the values of the Coty brand, and to bring the target audience to life.

The Industry

Greater opportunity in the women’s fragrance market. (accounting for $406 million of sales in 2010).Women 45 to 64 are the largest(41.5 million)/most affluent segment.

The Inspiration

Ten million women 45 to 64 don’t wear perfume so several reasons, but the one that really stood out was:

“I’m allergic.” (20% of women that don’t wear perfume)

Help these women rediscover their elegance by creating a new fragrance that is void of synthetic fragrances and chemicals that prevent them form wearing perfume.

The Concept

The Problem

The Challenge

The Solution

Rediscover your elegance

Botanical perfume

100% natural

Chemical-free

Hypoallergenic

BLOOMCombination of aromatic notes that energizes the mind and revitalizes the spirit with Grapefruit, Lemongrass, Bergamot, Peppermint, Jojoba Oil.

BLISSCombination of aromatic notes that quiets the mind and soothes the body with Sweet Orange, Clary Sage, Lavender, Geranium, Vitver, Roman Chamomile, and Jojoba Oil.

Product Packaging

Distribution and Media We found the below forms of distribution and media to be the most popular with our target market. Included are recommendations of touch points that we found they are most receptive to.

Recommendations:‣ Magazine insert samples‣ TV spots‣ In-store samples‣ Representatives to

educate

The concept behind Gaia (GUY- UH) was to develop a natural perfume for those women who are allergic to the synthetic chemicals and fragrances found in modern day fashion fragrances.

Gaia uses only botanical extracts, and essential oils with a depth of character and beauty to compete with the scents of modern day fragrances.

The name Gaia was chosen because of the greek translation meaning “Mother Earth,” a name that would accurately portray the true essence of the fragrance.

PRODUCT INNOVATIONImplement a one year plan to increase sales for M&M’s Plain and M&M’s Peanut brands.

THE PROBLEM

THE CHALLENGE

With the introduction of new products such as the M&M’s Pretzel, the sales of Plain and Peanut M&M’s has flattened.

Grow the Plain and Peanut brands through increased consumption by identifying a unique characteristic that is truly different than the competition without changing the product or package.

THE COMPETITIONdfdfdfdf

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New and most

direct competitor.Hershey’s takes a

direct hit at M&M’s saying they are the“no candy shell, no mess”

chocolate.

Similar to M&M’s with its unique

colors. Consumer complaints focus around

the mystery behind the type of peanut butter used inside the candy.

For consumers who

want both chocolate and nuts, Planters Trail Mix

is a competitor for M&M’s. Few brands of trail mix use branded

M&M’s while other brands use the generic term “chocolate candies.” This causes confusion for loyal M&M’s consumers.

MANY ICE CREAM EATERS CHOOSE M&M’s AS THEIR FAVORITE TOPPING.

WHEN M&M’s ARE COLD THE COLOR FROM THE HARD CANDY SHELL DOESN’T RUN.

STRATEGY

Spotlight a new way of enjoying M&M’s to the frozen dessert consumer.

INSIGHTS

Shopper | Cross Category LinkageM&M’s are seen by many as a snack, athough in many cases they are consumed after a meal. In our minds, we could make the argument that they’re a dessert. As wecontemplated what shoppers favorite desserts were, we began to uncover that many ice cream eaters choose M&M’s as their favorite candy topping.

Consumer | Latent Claim to Address Consumer NeedAfter experimenting with placing M&M’s in all types of scenarios, we found them to behave very differently when cold. Unlike at room temperature, when M&M’s are cold the color from the hard candy shell does not run.

The frozen dessert aisle captures $25 billion in domestic sales.

The major brands in aisle

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A planogram shot of the freezer section shows where the M&M’s products will be sold.

Messages portraying M&M’s as frozen characters will be used. Headline reads “We’ve gone to a much cooler place.”

M&M’s NEW HOME

LCD DISPLAYS | CANDY AISLE

EXECUTIONSfdf

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TV :30 TV 2 :30

TREAT BIKE

Overview: A man at home walks to his ice dispenser with a bowl and spoon instead of a glass. Rather than filling the container with ice, frozen M&M’s come pouring into his bowl.

Tagline “M&M’s are more fun when they’re cold.”

The M&M’s characters are the facilitators for the brand. What better way to prove to people that M&M’s are more fun when they’re cold than to give them away for instant gratification. Treat bikes will travel to university campuses and large city parks around the country.

Overview: Currently, M&M characters are only shown enjoying the summer sun. This spot asks the question, what woud they do in the freezer? Imagine Plain M&M skiiing, while Peanut M&M makes snowballs. This will bring the characters to life in a new environment.

Tagline “M&M’s are more fun when they’re cold.”

The ConceptNike PUSH is a partnership built on sweat.

The project introduces an innovative line of Nike apparel and Gatorade beverages. Together, these products will change the way athletes hydrate.

The ChallengeCreate a new product development opportunity for Nike by partnering with another well know brand.

The product and partnership should be tied to a sport, take inspiration from Nike+ (Nike and Apple), be original, and have global expansion opportunity

The TechnologySweat Analysis Patch

Nike PUSH athletic apparel is fitted with a special patch that changes to a specific color based on the athlete’s sweat content.

Gatorade PUSH sports drinks are specifically formulated to correspond with each color and replenish the athlete the exact nutrients they need.

“I am a swimmer. I am a goalie. I am a rugby player. I am an opponent. I sweat.” - Nike Commercial

“I don’t do this for recognition I don’t do this for respect. I don’t do this for reward. I do this for the quiet satisfaction that comes with sweat. - Gatorade Commercial

[ ]As an athlete sweats, they lose vital nutrients needed for performance.The correct amount of these elements is crucial for the athlete to perform efficiently.

Over-saturation or undersaturation of these elements can have adverse health and performance effects.

The Science & Inspiration

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The Products

The Campaign Launch

The PUSH products for both Nike and Gatorade will be launched with the Champions League Final Match on May 28, 2011.

The Champions League Final Match is the largest annual soccer event, and is the most watched annual sporting event worldwide (Over 100 million viewers).

The Campaign Execution

Out of Home

Out of Home

Pre-launch Microsite Post-launch Website

Television Spot :30

Education

» Vcu Brandcenter - M.S. Creative Brand Management - GPA 3.25 - Degree Candidate 2012

» Virginia commonwealth university - B.S. Marketing - Class of 2010

BRandcEntER EXPERiEncE: casE studiEs

» nike - proposed a new partnership between Nike and Gatorade to change the industry of athletic hydration by incorporating sweat analysis technology into sport clothing

» nFL uK - developed plan to launch the NFL brand in the UK with a non-professional league while maintaining the current NFL image

» PowerBar - developed growth strategy for PowerBar focusing on “time-starved” individuals and positioning PowerBar as the alternative to grabbing that candy bar, energy drink, or cup of coffee

» Williams-sonoma - developed strategy to help Williams-Sonoma connect with the Millennial “foodie” market and helping the brand communicatewiththistargetinanefficientway

» coty cosmetics inc - developed a new women’s organic fragrance to appeal to the target of women who are no longer able to wear perfume due to allergic reactions to synthetic ingredients used in most fragrances

othER EXPERiEncE: Live clients

VERizon Fios » Developed integrated marketing campaign to push FiOS subscriptions with college students » Print, radio, direct mail, social media, and digital media were used in the campaign » Developed strategy to use monthly subscriptions with no annual contract » $500,000 budget / 5,000 subscriptions in 10 weeks » Presented campaign concept to Verizon’s Enhanced Communities Creative and Branding Team

southERn distRiButoRs inc. » Developed marketing strategy to help Southern Distributors Inc. capitalize on their retail opportunities to offset their wholesale operations after losingasignificantaccount » Utilized different distribution options to bring marketing strategy to life » The strategy provided Southern Distributors Inc. with the income needed to continue operations

sKiLLs & aBiLitiEs

I have leadership experience with large groups and projects. I work well in groups, but I am also able to work solo. I am able to adapt to rapidly changing environments and meet tight deadlines. I am very comfortable working in fast paced environments, and very well educated in the art of publicspeaking.Iamapeoplepersonwithoutstandinginterpersonalskills.IamproficientinAdobePhotoshopandIllustratorCS5aswellasotherAdobe programs. I am very familiar with Microsoft Windows and Mac OSX. I am an extremely good problem solver and able to think quickly on my feet. I am able to look at brands from both a customer and an employee. Being able to do this makes me very good at developing strategies thatfulfillbothshorttermandlongtermgoals.Iamabletolearnquicklyandmyrecallabilityforinformationisimpeccable.

John cERnigLia | creative Brand Management Tel: 804.920.0035E-Mail: cernigliaja@gmail.com

cREatiVE BRand ManagER

» Creative Brand Management (CBM) degree combines traditional MBA curriculum with applied creative thinking and interdisciplinary collaboration. Strong emphasis on branding and insight driven strategy.

» Strengths: strategy, leadership, brand strategy & management, quantitative and qualitative research methodologies, presentations and briefs.

» Successfully completed online Harvard Business course on Quantitative Analysis.