Caroline Apel
Outlaw Snax
The Client:
After years of building a successful lawn mower brand, two businessmen took the next logical step and launched a sci-fi cowboy-themed chip brand. Each bold flavor was represented by a member of the Outlaw Snax gang – the wildest bunch of intergalactic rebels on this side of the chip aisle.
NFL TV Spot
The Task:
Our client came to us asking for a commercial to run during the football season. The catch is that they brought us this request in July. We had a tight budget and an even tighter turnaround. Our goal was to bring brand awareness to the masses of hungry football fans with an entertaining tie to the sport.
The Execution:
After rapid rounds of concept pitches, we landed on a script written by me and my art director. It centered around the client’s favorite phrase, “snax-idents” with an over-the-top fan interaction jumbotron execution. (NOTE: We came up with this concept before the Coldplay Incident)
I helped iron out the voiceover and make any random changes the client concocted. I also took the lead on casting and helped brainstorm as many alternate ways as possible for someone to take a bite of a chip to give us a wow factor.
Social Media Posts
The Task:
It’s not all fun and games when a chip brand is taking off. I started working on this brand from the very beginning of their consumer-facing journey. That meant little to no brand awareness and long periods of struggles to find new retailers. We needed to build their identity from the ground up.
The Execution:
As I plan out and write the copy for their social posts, I make sure to build up the myth of the legendary flavor heisters. I draw the connections between each unique character and the tangy flavor profile that matched their feisty personality.
In periods where the chips were literally not available for sale anywhere (not a fun time for me as the community manager), I made sure to get creative with the content and lean into the backstory of their universe. I may as well be the first official fan fiction writer for the OSU (Outlaw Snax Universe).
Social Media Posts
The Task:
Outlaw Snax became the fastest-growing chip brand in the nation (at least that’s what the client claimed). With more retailer options available and a growing audience, we finally had the opportunity to expand our social media presence.
The Execution:
I started with an in-depth competitor analysis to show the client all the directions we could go with the brand. I gave them chances to dream big, and brought them back to reality from time to time with content examples that are easier to execute within their still-growing budget.
