Chicago Advertising Agencies: Mother Winter, the venerable high priestess of all things cold, has selected The
Monogram Group as her branding agency. The Chicago-based agency has been given
responsibility for repositioning the snowflake, as the Maiden of Chill seeks to
leverage the snowflake’s history as a go-to image for winter events and
corporate logos. Her objective is to enter the sun-drenched Florida market to
achieve widespread image placement and attract a larger client base. click
here to view the work
The snowflake has cornered the market in cold weather imagery for several decades. Big success stories like the 2002 Salt Lake City Winter Olympics logo and its omnipresence in winter tire campaigns caused the brand to become almost complacent in recent years. Now facing serious competitive threats from global warming and the ever-so-cute Frosty the Snowman, the snowflake’s market share and longevity have come into question.
“When I watched ‘An Inconvenient Truth’, I was blown away,” said Mother Winter. “I thought…Mr. Gore, thank you for the wake up call. The snowflake brand had been my cornerstone product for years. Sure, Frosty‘s been dominating the youth demographic recently, but this global warming thing, no one saw it coming.”
Scott Markman, President of The Monogram Group said, “We’re ready for the incredible challenge of illustrating the uniqueness of a beloved brand in a winterless market. We are taking traditional cold weather imagery and hanging it out to dry– so to speak. Our innovative approach will expand the brand’s reach beyond its wintery roots and deliver a message that is all about unexpected fun. Focusing on Miami’s South Beach area, a provocative billboard and print ad campaign will be developed. The snowflake will be part of the new “it” crowd for the young, hip and sexy.”
click here to view the work
Markman sums up the agency’s strategy in these words: “Any brand can have unique features. Any brand can be sexy. But can any brand be a snowflake?”
Celebrating its 20th year in business, Monogram is an advertising agency that specializes in boldly repositioning brands. Their clients are typically middle-market companies or divisions of the Fortune 500 confronting high stakes competitive threats or high potential growth opportunities (mythical goddesses always welcome). With offices in Chicago and Charlotte, North Carolina, its clients include Chicago Symphony Orchestra, Euro-PRO, Eli Lilly, Fiskars, Life Fitness, GE Antares Capital and Closet Works.
# # #
Comments