CASE STUDIES | Sarah Belzer Brand

From brand positioning and campaign ideation to copy and direction,

here are a few of my favorite accomplishments.

Vaseline

When a swanky Connecticut agency was losing ground with Vaseline, they called for backup. Seven hours later I pitched my ‘Skin is Amazing’ campaign and went from jump seat to Racer X by milk and cookie time. My campaign went global.

From Dry to Amazing In Just Five Days
Arm Your Skin

PG & E

You never saw anyone more grateful than PG&E when I agreed to lend a hand in the midst of their grizzly media slam. They needed some good PR so I wrote a spot for their Solar Schools program promoting renewable energy (CBS). Don’t tell Erin Brockovich.

Heineken

Heineken needed some ideas for their new mini CO2 Technology kegs. I obliged and created their Good-Bye/Hello Heineken campaign for TV and interactive channels.

Good-By Yesterday. Hello Heineken
Good-Bye Foam. Hello Heineken
Good-Bye Cruel World. Hello Heineken

Del Monte

Del Monte was looking to produce a new commercial for their Fruit Chillers. Lucky for them I love dessert. I wrote several TV spots for their 'Mommy Time-Out' campaign, highlighting cure-all remedies for humorous family catastrophes.

Customer Satisfaction Line
Game Closet Chiller-gram
Same Time Tomorrow

The New York Times

Among the many campaigns I created for their partners (NASCAR, Apple, Saab, LinkedIn, Beijing Olympics), whilst serving as the sole copywriter at the Times, I also wrote some of those cool taglines on the front page.

I subscribe to 156 Years of Newsmaking
I subscribe to a world of ideas

LinkedIn wanted some clout, which came in the form of America's iconic newspaper: The New York Times. And the Times wanted to be ushered into the digital age. It was a match made in cyber heaven.

Yo, Big Shot / Hey Bigwig
How to Become a Mover and Shaker in 1 Easy Step
Being a Know-it-All Has its Advantages

Mars Chocolate

Mars Chocolate was looking to reposition their brand. After an intensive search and rescue mission, I positioned their origin story to speak to the universal affinity we have for chocolate. I then leveraged this new positioning to create their ‘For the Love of Chocolate’ campaign. Yum.

Martha Stewart

After writing a print ad and a couple commercials for Martha, I wrote her tagline for her Everyday Paint brand and also named the entire line using the indigenous wildlife and colors around her three homes (country, sea and city) for inspiration.

You can find them at Sears or K-Mart, but you can take them anywhere.

KIWI

Kiwi needed a re-boot. My new positioning for Kiwi highlighted the shoes from the knees down, of everyone from celebrities to the average Joe, doing the things we do: dancing, working, hanky-panky, etc. My campaign took off like gangbusters and is still going strong.

Do You Kiwi?

Cadbury Schweppes

Everyone loves these candies in the cool tins, but when it came to La Vie Bonbons and Vichy mints, sales had dropped off a cliff. Turns out consumers weren’t buying because shopkeepers weren’t stocking their shelves. After I redirected their positioning to the shopkeeper, revenues went from bleak to sweet overnight.

For Tongues in Every Flavor
Lick a Vichy Today

American Express

Amex needed an ad for their new Open charge card. My 'Open For Business' campaign launched across print and interactive channels. Ka-ching.

Limitless
The Power of No

Amazon

One of NYC's largest PR firms was having a tough time selling the new media guide for Amazon's consumer electronics online store. They brought me in to position their new program and create a multi-channel campaign (print, interactive, broadcast). The result? My campaign generated Amazon's highest earnings in the category.

Come in from the confusion
It's a jungle out there

American Movie Classics

AMC needed some fresh ideas, so I created a series of TV spots and slogans they're still using today.

The way movies were meant to be
Hollywood, like you remember it
We’ll take you back

Panasonic

Panasonic had a new off-brand wi-fi for in-flight entertainment and needed a new ad campaign to go with it. My @Altitude campaign was splattered across airports coast-to-coast.

Be Free
Do you sky-fi?
Surfing @Altitude