PLEASE NOTE: The demographic we were targeting are predominantly blue collar workers. Low income, hard working, manual workers, some have 3 jobs to make ends meet, minimally educated, PBR drinking, living in a trailer, shop at Walmart and dollar stores, patriotic with a penchant for crude humor. This project does not in any way reflect my personality other than to say it shows the DIVERSITY of work I am able to throw myself into. I had to do my fare share of research and googling in order to create messaging and concepts that would communicate to the demographic.
Broke Dick was launched to change the expensive, “premium” e-juice industry by offering affordable, great tasting e-juice of the highest quality. The idea was to create a brand that appeals to the hard working blue collar consumers that feel the pressure of wanting to quit smoking but at the costly expense of e-juice.
Our message, “Great Juice Doesn’t Have to be Expensive” hits a nerve with our target audience living paycheck to paycheck, they feel they are being ripped off by the big e-juice companies that charge ridiculous prices.
Richard Broke – founder of Broke Dick was launched. Inspired by the monopoly game, we developed a brand and digital marketing campaign around being broke.
Our brand story : We exist because we came from being broke ourselves, we understand the struggle and want to change the industry so ALL smokers can quit smoking without being out of pocket. The vaping industry should not be attempting to profit from smokers but should be more focused helping people quit smoking and live healthier lifestyles.
As Art Director for Lizard Juice I designed the brand identity and logo, packaging design, product photography for ecommerce sites and digital marketing, product photography and photoshop retouching, online marketing advertisements (banners etc), direct marketing materials sent out with orders and any design/page layouts or banners required for the website.
The brand launch and ongoing digital marketing campaign effort involved digital marketing through selected best digital channels and ad types to reach our audience. We were faced with a bit of a challenge as we are not allowed to sell e-cigarette related products on amazon or other big ecommerce sites, nor are we allowed to advertise on Facebook (only on our own page).
With a buy one, get one at a price that no other competitor brand could compete with, and driving our customers to our website to get their contact information in return for free e-juice, we sold over a million dollars of product online within 9 months of the digital campaign launch.
We created a story that appealed to our select target audience, forming long lasting relationships and brand loyalty. We used instagram and youtube influencers to promote our product and drive more customers to our site that helped enormously in driving more sales.