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It's been a while since my last post.

Yes, school is back in session. The Brandcenter time warp has begun...but this is the last year of my training. I'm this close to being a brand "Green Beret"

This one's for all the gold.

There have been so many things I wanted to talk about on here, but just haven't had time. Here are the top 3:

1. Tucks
2. How Diddy changed my life
3. Man, I hope I get a job.

1.
America, I just did a presentation on Tucks Hemorrhoid cream yesterday. I've been working on this assignment for the past month. As I alluded to this year being for the gold medal, this year I'm proving myself on every assignment. *More on this in topic #2.

So in teams of four, we were placed into pseudo agencies.
One strategist (me)
One Brand Manager
One Copy Writer
One Art Director

Week One: The Brand Manager presented the current climate surrounding the brand.
Week Two: I had to present my strategy.
Week Four: Final presentation.

So as my team and I dug deep into hemorrhoids (no apologies.) I saw trends emerging from the comments roid sufferers were putting on various websites. Between Tucks and their main competition Preparation H, relief will come. Therefore we couldn't own a "Tucks is better quality" argument.

But, I noticed what people were saying about how shocked they were when they realized they had hemorrhoids. I noticed how embarrassed they were, and felt all alone. Most interesting, I noticed that with all of that, they still did wish they could talk to somebody about what was going on. I realized it wasn't a physical problem Tucks needed to speak to, it was a mental/emotional one.

My strategy was born: "Soothe their mind first."

And my brilliant creative team ran with it. We knew that this target went online first to find info (and stay anonymous), and we knew that Tucks did not have a dedicated web page. That was our step one.

We created turntotucks.com. A lighthearted, non-threatening, non-insulting safe web page which allows its viewers to learn what,how,and who gets roids. We showed sufferers they weren't alone.

We targeted 18-59 year olds. We planned to hit college students at orientation day. Why? because thats their first day without having mom's fiber balanced meals. We want this audience to know about us early.

We gave them a forum to discuss and vent on the pain it is to have that constant pain. We gave them the option to have Tucks sent to their home instead of that embarrassing walk up to the potentially judgmental cashier in CVS.

We made a little flip book with advice. We provided them with a checklist to fill out on our website that ehy can answer and had to their doctor. Why not make it a little bit less awkward sitting there trying to think of words to describe whats going on down there?

We're getting Americans to stop reading on the toilet. We bought Google AdWords. We optimized the website so soon as people search for any of the common misspellings of hemorrhoids, our page will come up in the recommended websites list.

We made T-shirts. We re-designed the package.

And Professor/Director of the Brandcenter loved it all.

We held it down.