Campaign

Toto

 1024 685 Michael Kraabel

Toto challenged my team to explore different ways to introduce their innovative bidet to the hesitant US market by leveraging brand ethnography to uncover key insights, reframing it not as traditional luxury, but as a uniquely indulgent and transformative personal care experience.

Challenge:

Toto approached us with an intriguing assignment: introduce their cutting-edge bidet to the US market. The challenge? Most Americans don’t know what a real bidet is. Even fewer have experienced one. There’s a cultural hesitation—some outright fear—about something so outside the norm for US bathrooms. While Toto bidets are globally synonymous with luxury and innovation, the concept needed a new approach to resonate with American consumers.

The Solution

We turned to brand ethnography to get to the root of the issue—literally observing, listening, and understanding the emotional and cultural barriers Americans associate with bidets. What emerged was a critical insight: in the US, the selling point wasn’t luxury in the traditional sense (status, wealth). Instead, it was the luxurious experience of trying something truly unique—an everyday indulgence that elevates personal care.

This insight drove a campaign that reframed the Toto Bidet as a small but transformative act of self-care. By positioning the bidet as a simple way to feel pampered and modern, we helped Toto bridge the gap between cultural unfamiliarity and personal desire. The result was a message that invited Americans to be curious, confident, and open to experiencing something new—and unexpectedly delightful.

INSPIRATION

Each year, the US consumes billions of rolls of toilet paper, contributing to deforestation and environmental harm—a staggering reality we used to reposition the Toto Bidet as not only a luxurious personal care upgrade but also a responsible, eco-conscious choice for modern households.

DAP Barrier Foam

 1024 663 Michael Kraabel

This is concept work for a a retail launch program for DAP Barrier Foam. The launch platforms and campaigns were designed to create a simple, yet memorable, connection between the new DAP Barrier Foam product and the professional contractor. Our goal was to change their buying routine and make the new DAP Barrier Foam the standard in spray foams.

The Challenge

DAP Foam faced the challenge of launching its Barrier Foam product into a highly competitive market, where differentiation and compelling brand narratives were critical. Contractors and DIY enthusiasts required assurance that the product could withstand environmental elements, provide reliability, and streamline their work processes. Moreover, creating a memorable brand image that resonated with both professional and DIY segments posed an additional hurdle.

The Solution

The creative strategies focused on two core platforms: “Shield of Protection” and “Barrier Foam Hero.” The “Shield of Protection” platform emphasized strength, reliability, and performance, using the metaphor of a shield to symbolize comprehensive protection from natural elements and external threats. This iconic visual also positioned the product as a reliable, professional-grade solution. The “Barrier Foam Hero” platform elevated contractors and users as heroes, acknowledging their contributions and aligning them with the product’s robust capabilities. Drawing inspiration from pop culture archetypes, these strategies sought to create an emotional connection while ensuring functionality remained a central theme.

SHIELD OF PROTECTION

At DAP, we believe in developing products that help professionals save time and money, without sacrificing quality and performance. We empower homeowners with the tools they need to seal every gap, crack, and crevice that can leave their homes exposed to the elements. DAP Barrier Foam. The Shield of Protection.

THE BARRIER FOAM HERO

Heroes are admired and idealized for courage, recognized for outstanding achievements, and remembered for noble qualities. As we look at the professional contractors building houses, schools, hospitals, and office environments, they are doing heroic work to protect us from the elements. And when a product like DAP Barrier Foam comes along to help them do their job even better, that’s an achievement we can all celebrate. DAP Barrier Foam. Hero to the Heroes.

THE ULTIMATE SPRAYOUT

Like the gunslingers of the Wild West, contractors and serious DIYers are looking for the right weapon to take on the elements of air, water, fire, and pests. When facing down the challenge of a job site, or a neglected home project, make sure you have your trusty DAP Barrier Foam ready at your side. Trust nothing but the best to protect your job site or home improvement project. DAP Barrier Foam. Battle The Elements.

AVIV 613 Vodka

 1024 576 Michael Kraabel

I guided AVIV 613 Vodka through the Brand Voyagers Model, helping to create a unique brand identity that connected deeply with its target audience, built a loyal community, and positioned the product as more than just a premium vodka, but a meaningful experience.

The Challenge

In a saturated ultra-premium vodka market, AVIV 613 Vodka needed to stand out not just by quality, but by creating a deeper, more meaningful connection with consumers. The challenge was to develop a brand story and customer experience that resonated emotionally, while competing with established luxury brands that relied heavily on flashy marketing and celebrity endorsements.

The Solution

AVIV 613 leveraged the Brand Voyagers Model to guide its customers through a unique journey, emphasizing spiritual and emotional connection alongside its superior product quality. By focusing on storytelling, building a community, and engaging customers in meaningful ways through tastings, events, and direct connections, AVIV 613 successfully differentiated itself and built lasting loyalty, allowing it to thrive in the competitive market.

AVIV 613 Vodka Case Study: A Journey with the Brand Voyagers Model

Introduction

In a vodka landscape dominated by high-priced, commercialized luxury brands, AVIV 613 Vodka set out to offer something different—an ultra-premium product infused with depth, meaning, and spiritual resonance. Utilizing the Brand Voyagers Model, AVIV 613 was able to guide its customers through a unique journey, helping them reach their ideal state of enjoying a meaningful, celebratory experience through vodka. This case study illustrates how AVIV 613 navigated key stages of brand building: identifying customer needs, creating a compelling brand story, shaping the customer journey, elevating the product experience, building a community, and measuring the results.

1. Identifying Customer Needs

From the outset, AVIV 613 Vodka recognized a gap in the vodka market. While luxury vodkas proliferated, few offered a meaningful connection to their consumers beyond price and packaging. AVIV 613 sought to be more than a high-end drink—it aimed to infuse spirituality and positivity into every bottle.

The brand identified its ideal customer as someone who not only sought quality but also valued deeper, more profound experiences. Through grassroots efforts, market research, and listening to customer feedback at tastings and events, AVIV 613 realized that its audience resonated with the idea of celebrating life’s blessings. This understanding became central to AVIV 613’s brand identity.

2. Brand Storytelling

AVIV 613 Vodka’s story is rooted in the Holy Land, with the number 613 symbolizing the 613 mitzvot (commandments) in Jewish tradition, representing life, spirituality, and a positive outlook. However, the brand didn’t position itself solely as a religious product. Instead, it crafted a universal story that transcended cultures, appealing to anyone seeking to find meaning in everyday moments.

AVIV 613’s rich backstory—combined with its artisanal production process—formed the foundation of its brand storytelling. Customers weren’t just buying vodka; they were participating in a tradition of celebrating life. This narrative gave AVIV 613 a unique, enduring appeal, making it stand out from the competition.

3. Customer Journey

AVIV 613 guided its customers through a thoughtful journey, starting with creating awareness at targeted retail locations, bars, and restaurants. Initial tastings and events allowed AVIV’s founders to directly share the brand’s story, offering samples and explaining the product’s deeper significance. These interactions became an invaluable part of the brand’s market research, helping them tailor their approach.

Once customers experienced the vodka firsthand, they were introduced to custom cocktail recipes with backstories that bartenders could share, further deepening the connection between the product and the consumer. AVIV 613 became more than just a drink—it became part of a memorable celebration and personal experience.

4. Product Experience

As one of the most expensive vodkas to produce, AVIV 613 justified its premium price with exceptional craftsmanship. Every step of the production process—from selecting ingredients to distillation—was designed with care. The quality of the product met and exceeded the high expectations of customers looking for a top-tier vodka.

AVIV 613 offered more than just a smooth flavor profile. Its packaging, backstory, and alignment with personal celebration set it apart as a product designed for special occasions. Customers valued it not just for the taste but for the meaning behind it.

5. Community Building

AVIV 613 prioritized creating a strong, loyal community rather than relying on mass marketing. The brand engaged directly with customers, bartenders, and retailers, building one-on-one relationships. Rather than traditional advertising, AVIV fostered connections by encouraging customers to share their experiences with the vodka, whether through events, family celebrations, or personal milestones.

By nurturing this community, AVIV cultivated brand ambassadors—passionate individuals who organically spread the word about the product. These ambassadors integrated AVIV 613 into their personal stories, helping to grow the brand’s reach through word-of-mouth.

6. Results

The AVIV 613 Vodka journey culminated in a nationwide relaunch, armed with insights from its early successes. The refined story and targeted approach to retail and distribution allowed the brand to make a meaningful impact in the ultra-premium vodka space.

A sophisticated digital strategy played a key role in this relaunch. AVIV leveraged geofencing and retargeting to guide customers to specific retailers and events, ensuring that its online presence aligned with customer behaviors. This holistic approach to marketing—where every touchpoint was infused with purpose—allowed AVIV 613 to solidify its place as a premium vodka brand with heart.

Summary

By following the Brand Voyagers Model, AVIV 613 Vodka not only carved out a space for itself in the competitive vodka market but also built a community of loyal customers who saw the product as more than just a beverage. AVIV 613 helped its customers reach their ideal state by offering them a meaningful, memorable product experience, one that would elevate life’s moments through celebration and connection.

Kauai Coffee

 1024 683 Michael Kraabel

Designed and developed a variety of elements to bring the Kauai Coffee brand experience to life.  From the experience center to a subscription service.

The Challenge

The Kauai Coffee Company is one of those rare destinations in the world with such an incredible and authentic story that must be told to others.  Our challenge was to create a way that the Visitor Center experience could come to life, not only for those who visit but also for those who aspire to visit.

The Solution

After visiting the Kauai Coffee Visitor Center for the first time, I fell in love with the team members’ passion and enthusiasm for the company. Over several visits, I captured some of that essence on film and photography, helping to develop a unique brand book, a visitor center experience, and a catalog of beautiful photos taken around the estate.  The subsequent launch campaign included efforts to get visitors to the estate and subscribe to their DTC coffee subscription program.

Kauai Coffee Brand Photography

The Kauai Coffee Brand Book

Kauai Coffee Product Exploration

South Africa Overland

 1024 717 Michael Kraabel

Embark on a journey where every path leads to the heart of South Africa—experience it like a local, live it like an adventure.

Project Challenge

Our client offers unique overland camping trips across South Africa, but they struggled to stand out in a crowded travel market. We needed to communicate the allure of their self-guided tours, promising an authentic, local South African experience, in a way that captures attention and drives bookings.

We decided to bring our Bishop+Rook brand to their overland camping experience as a co-branded opportunity.

Creative Approach

We cut through the noise with a direct, engaging campaign that leveraged real stories from travelers. Through social media, influencer partnerships, and immersive previews, we showcased the raw beauty and cultural richness of South Africa, accessible through our client’s tours. Our message was simple: this isn’t just a trip; it’s your gateway to truly live South Africa, like a local. This approach not only highlighted the uniqueness of the experience but also made it feel accessible and must-do, sparking interest and bookings.

Carmex – Half-Court Hero

 1024 683 Michael Kraabel

I was the creative lead on a campaign that ultimately resulted in a “Viral Video for the Year Award” and a “My Sportcenter Moment” commercial.

CARMEX

Lebron James Half-Court Hero Contest

Carmex + Lebron James Half-Court Hero Campaign

This campaign was part of a larger outreach program to reach deep into the Carmex fan base. We developed an online promotion to build the Carmex database and expand their social media following.

As we didn’t have the money to be an official Lebron James sponsor, we opted to sponsor the new LebronJames.com website – at a fraction of the cost.

Creative Brand Sponsorhips

As part of this sponsorship, we were responsible for developing content and promotions that would not only be on brand for Carmex, but also Lebron James.

The centerpiece of this campaign was an online sweepstakes where the winner would get a chance to win $75,000 grand prize if they made a half-court shot.  We negotiated the opportunity to have this half-court shot take place during a break in a Miami Heat game.  Our selected contest winner, Michael Drysch, made a miracle half court hook shot and the rest is viral history.

Media Tour

After Michael Drysch made the historic half-court hook shot, media calls started rolling in.  Within hours, we were booked on Good morning Miami, CNN, Inside Edition, Good Morning America, and had countless radio and media interviews.  The resulting media impressions were worth millions and Carmex saw an immediate up-tick in sales.

Media Impressions

The moment was captured live on TV and was immediately picked up  by Sportcenter and became an immediate international sensation. The Lebron Tackles Fan is the ESPN YouTube channel’s top-watched video of all time. Additionally:

Instant viral.
Top of Reddit.
#1 Play On SportsCenter.
3-day PR Tour on National TV in New York.
500 Million Impressions.
$7M worth of brand exposure.
30% Sales lift for two weeks during peak season.
Viral Video of the Year.

Stratasys Medical

 1024 576 Michael Kraabel

Developed a comprehensive marketing program for Stratasys to showcase their work across the medical field.

Challenge

Stratasys faces the significant challenge of showcasing its pioneering use of 3D printing and additive manufacturing in the medical field. The key difficulty lies in effectively communicating the complex and technical nature of their innovations to a diverse audience, including medical professionals, healthcare institutions, investors, and the general public. Stratasys needs to demonstrate the practical benefits and applications of their technology, such as patient-specific models and surgical tools, while distinguishing themselves in a competitive and rapidly evolving market.

Solution

To address these challenges, Stratasys can implement a multi-faceted strategy. Developing engaging case studies and success stories will illustrate the real-world impact of their technology in medicine, making the information more relatable and accessible. Hosting webinars and workshops with medical experts can further elucidate the benefits and future potential of 3D printing in healthcare. Embracing digital marketing, especially through social media, using visual and interactive content, can simplify complex concepts and reach a broader audience. Collaborations with medical institutions for joint research projects, and highlighting these endeavors through various media channels, will not only showcase Stratasys’ technology but also reinforce their position as a leader in integrating advanced 3D printing technology with medical science.

Smart Sense

 1024 683 Michael Kraabel

Developed a comprehensive marketing campaign to highlight the importance of protecting your home’s gas appliances.  A simple device can save you from a dangerous situation.

Challenge

Crafting a marketing strategy for a small connector fitting that attaches to a gas line, especially one that is typically concealed behind appliances, poses a unique challenge. This connector, although small and often out of sight, plays a crucial role in ensuring the safety and efficiency of household appliances. The primary difficulty lies in highlighting its significance in a way that resonates with consumers who rarely see or think about this component.

Solution

We needed to emphasize the connector’s reliability, durability, and crucial role in maintaining a safe home environment. This required innovative approaches that visually and conceptually brought this hidden but essential component to the forefront of consumer consciousness.  We burned down a house to show what happens when you don’t have this little device.

360 Degree House Fire Experience.

Digital Lead Generation Flow

Bishop+Rook

 1024 683 Michael Kraabel

Bishop+Rook Trading Co. specializes in the import, restoration, and bespoke building of vintage Land Rover Defenders.

Introducing Bishop+Rook

We specialize in sourcing, importing, and building vintage Land Rovers and Heritage Land Rover Defenders. We aim to ensure each vehicle we source or build retains its unique character, whether it’s an unrestored classic with original patina or a complete nut-and-bolt restoration.

With years of experience in the industry, Bishop+Rook has become one of the most recognized companies in the world for creating truly unique and classic Land Rover Defenders. We maintain operations in the US, UK, Spain, and sourcing operations through the entire EU to ensure a steady supply of interesting and unique Defenders to bring to the market.

The Brand Story

Since the beginning of the company, we have ventured to bring our customers along with the journey. We publish an extensive amount of material to help guide prospects through the adoption process.  We show what takes place behind-the-scenes in the workshop, believe in radical pricing transparency, and offer support to anyone considering owning a vintage Land Rover.

The company was started in late 2014 as a passion project but evolved and expanded over the years to become a leading full-service Land Rover Restoration company – with workshops worldwide.  We continue to maintain our status as an employee-owned company over the years – knowing that true craftsmanship can only come from hands-on work completed in our own workshops.

Carmex Half-Court Academy

 1000 667 Michael Kraabel

I developed the concept for the Carmex Half-Court Academy film series to be used in coordination with a social media partnership with Lebron James.

Challenge

It was less than a challenge, but more of an opportunity.  As part of our sponsorship with LebronJames.com and his social media properties, we were allowed a certain number of posts and promotions each year.  As we were winding down a Half-Court Hero Online Sweepstakes, we need some extra ammunition to promote the contest. It was weeks away from the end, going into the holiday season when we got the challenge.

Solution

I quickly write up a script treatment for a multi-part Half-Court Academy Training Series that could be promoted on LebronJames.com and his social media properties. We had a rough outline of a script and dialog, but got approval to run with the idea.  We rented out a local university gym and converted it to the set of our Half-Court Academy.  It was Christmas Even when we were filming, so the 18 hour day was a little exhausting.  We even passed on “wrap beers” that day.

Behind The Scenes