MULTIMEDIA
Clif Bar Rebrand
For my Public Relations Foundation class, I was tasked with developing a new brand strategy for Cliff Bar after their acquisition by Mondelēz International. My approach centered the strategy around maintaining consistency and credibility with their target audience of active, health-conscious consumers. The core of the strategy was to reframe the acquisition as an opportunity to scale up Clif Bar’s mission, utilizing the resources available at Mondelēz.
“Viaja Como Nosotros”
For this class assignment, my team and I were tasked with designing a multichannel campaign for Airbnb that demonstrates their cultural relevance among the Latinx population. The campaign centered around Airbnb’s partnerships with two music festivals, Sueños and Baja Beach. We positionedAirbnb as the trusted travel partner for Latinx Gen‑Z as the brand provides the tools, guidance, and culturally resonant experiences that empower them to travel confidently.
Nóctel
For my creative processes class, we had to come up with an innovative product or service and create a campaign centered on it. My product – titled Nóctel - is a subscription-based service that sends customers a twice-a-month mocktail kit to make their own mocktails at home. From the perspective of young to mid-aged adults, they feel excited about the opportunity to try different mocktails in an at-home setting. The allure of Nóctel is trying new flavors and combinations. The result was a campaign centered on a new product/service. The goal of this campaign was to encourage consumers to try different cocktails. This service provides consumers who don’t like cocktails with fun drinks. Makes the customer aware that Nóctel allows them to customize what types of drinks they like. Provides the customer with enough quantity for the drinks to be enjoyed alone or with a group of friends.