Jeffrey R Loibl

Strategic direction:
Morton decided they needed to depart their comfortable commodity status and reassert itself as an iconic brand. The problem was the product though: salt is salt. But, the Morton Girl is something else altogether. All ages, all demographics, know her and love her. All we had to was make her relevant to a new younger audience who would bring her into their homes and pass that love on to the next generation. 
Channel: 360/integrated/omnichannel campaign launch
Role: Creative Director