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E. Morris Communications creates winning debut campaign for soft drink line
(July 9, 2012) By all accounts, Houston Rockets point guard Kyle Lowry's new business venture with his longtime friend and Amateur Athletic Union (AAU) mentor, Rick Clancy, has taken a strong lead in the first quarter. Less than a month after Clancy Lowry, LLC introduced their Philadelphia-based juice drink line, FAMJUICE, the company is reporting record sales for a rookie regional brand.
Clancy Lowry credits much of its success to Chicago-based E. Morris Communications, hand-picked by Chief Marketing Officer Amber Godfrey to launch the line of refrigerated juice drinks and teas. Ms. Godfrey said she needed a company that was creative and agile enough to execute FAMJUICE's market launch in less than six months.
In deference to FAMJUICE's sense of urgency, founder Gene Morris agreed to allow Ms. Godfrey to work inside his agency, alongside his team for six weeks preceding the launch. It required her to briefly relocate to Chicago.
"Who allows a client to see behind the firewall?" laughed Ms. Godfrey, who was quite impressed with the operation. Her proximity to the team meant she was instantly available to review and approve advertising collateral and label artwork. She also participated in social media and grassroots marketing brainstorming sessions.
"EMC takes pride in going the extra mile to accomplish our clients' goals," said Mr. Morris. "What started as an unusual request resulted in a very rewarding, even exhilarating experience for the entire team. We absolutely gelled. FAMJUICE presented us a unique opportunity to demonstrate how nimble, responsive and creative we are."
E. Morris created and is currently executing a robust front-loaded marketing plan that includes radio, print, digital and mobile ad buys; public and media relations; social media; and community and sports events sponsorships. Some of the ads feature co-founder Lowry, who is a hometown hero in Philly.
EMC is currently working with Clancy Lowry in strategically planning to extend the FAMJUICE product line and expand the scope of its distribution.
E. Morris Communications is a full service integrated marketing agency with unparalleled expertise in segmented marketing. The agency has executed successful marketing programs targeted to African-Americans, Hispanics, and a variety of culturally based segments. More at www.emorris.com.
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