I’ll be populating this page more as more assignments get finished.
I’m currently operating as an ACD for an external freelance team focused on e-mail production. My role is to help Opella push their e-mail messaging beyond the generic, expected stuff. That’s a bit of a work in progress. Due to the built-in restrictions of OTC as well as brand managers used to plugging in approved messaging and hitting send, I’m finding that the trick at this stage is to think of interesting ways of presenting messaging they’re comfortable with and pushing lightly here and there to see what works. I’m curious myself to see how the e-mails in this section evolve.
For example. So far, saying much beyond the basic idea of “Dulcolax helps your gut run smoothly” or “gut support” hasn’t flown very far. In the first e-mail, I tried the headline “Smooth Days Ahead” and at the very end it got replaced with “Help Your Gut Run Smoothly”.
With that learning, I tried something different for this one. This is still a new product, so I found language that had the energy of a launch announcement thematically tied to the product benefit. I can also take credit for some of the visual direction. When I wrote the e-mail I envisioned the top image as a gif, with the products and the gummies literally bursting onto the page. For boring, reality-based reasons, we couldn’t do that. I also had the idea of a flowing design following the core message carrying some of the plainly-stated product RTBs. I pictured flowing fruity liquid, but given the nature of the product, my partner’s suggestion to use the colon asset made more sense.
In the end, I think it all came together nicely.
