Elka Olsen Carroll: Creative Director, Copy

Chock Full O’Nuts coffee is a New York brand that had grown stale in grocery and stand-alone retail. The brand was struggling to compete.

Our agency was asked to develop promotional campaigns to be executed in and out of stores. The task included a complete rebranding, which allowed us to create a new brand voice. My role included concepting and developing the tactics and promotional events, copywriting for all elements, developing the new brand voice, and creative direction.

Campaigns included an on-pack and in-store game, sampling, in-store signage, city guides, regional radio spots, oversized posters around Manhattan, and summer events in Central Park.

Our client praised me for developing the “NY voice” for the brand that went “beyond the cliche"-- even though (as they noted,) I was located in Dallas. Art Direction by Bryan Rachal.

Awards included a 2004 Silver Dallas Addy Award and a 2004 National Pro Gold Award from Promo Magazine for excellence in promotions, execution, and a significant lift in sales.