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CO-BRANDED PARTNERSHIP: ACQUISITION CAMPAIGN
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TURBOTAX: AVOID THE TEARS
WHY: Standard tax fees often force parents to tell "little white lies" about the things they can't afford during tax return season.
TRUTH: High fees shouldn't turn parents into liars. No parent should have to say, "We can't afford it."
AWARDS: Silver Paw Award [Best of Miami Ad School]
WRIGLEY: BIG RED
WHY: To position Big Red as the ultimate "save" for those close encounters where you realize your breath isn't exactly where it needs to be.
TRUTH: You can't always control when a kiss happens—only if it’s a good memory.
GLADE UNPLUGGED: INSTAGRAM CAMPAIGN
WHY: An air freshener shouldn’t be tethered to a wall or a car vent. I positioned Glade Unplugged as the go-anywhere fix for awkward, off-the-grid spaces traditional products can’t reach.
TRUTH: Life’s least-pleasant smells often happen in places that are inconvenient to treat. Your air freshener should be as mobile as you are.
SOMNAPURE
WHY: To position Somnapure as a natural reset button for parents who need a safe way to reclaim their sleep without the heavy chemical fog of traditional aids.
TRUTH: When you're running on two hours of sleep, "parent brain" takes over. If you’ve used your car fob to unlock your front door, you know why this product exists.
HEALTHY CHILDREN’S CENTER FOR BREASTFEEDING:
BREAST MILK CAMPAIGN
WHY: Breastfeeding your baby is worth the extra time and effort.
TRUTH: When it’s 3:00 AM and you’re running on zero sleep, easy feels like the only option. But the best thing you can give your baby isn't in a box—it comes from you.
ALTOIDS: THE GUM
WHY: Mints are strong, but they lack endurance. I developed this strategy to prove Altoids' intensity lasts for hours—long before the brand adopted the "Curiously Stronger" position.
TRUTH: Most breath fresheners are short-lived weaklings. If it isn't tough enough to be slightly painful, it’s just candy.
CREDIT: Meg Sauer & Miami Ad School Team, © 2009
HPV.COM: HPV AWARENESS
WHY: People want to protect themselves, but are often oblivious to how frequently they cross paths with the most common STI in America.
TRUTH: You can't protect yourself from a conversation you're too embarrassed to have. When 1 in 2 people are silent carriers, silence doesn't prevent risk—it hides it.
