Pace – “Made Right Since 1947”
Pace was perceived as a non-innovative, fading icon. But still an icon. There is latent power to be tapped by reclaiming the brand's authenticity birthright. People like to think they can tell faux-thentic from authentic. There is a certain pride in discovering the real deal. They experiment with many salsas, but have yet to find the one that's earned a lasting place at their table. The energy-driving idea: Pace people don't compromise. I led a multi-agency creative team including Y&R, G2 interactive, Dublin PR and Marketing Drive to create an entirely new 360 campaign.
