Results

Fortune Small Business

Mascot Makeover

The partners of Character explain how marketers can use story to energize their brands in this cover story/profile of their firm. PDF

Brandweek

What Was Old is New Again: Coricidin Makes a Comeback

Schering-Plough's Coricidin is making a comeback with the help of new packaging designed by Dragon Rouge. PDF

Advertising Age

The Balancing Act of Building Character

Every effective brand character is built on a story framework. This requires a balance of creative and strategic thinking that will add to the equity bank for a long time to come. David Altschul, president, Character, articulates this in an Advertising Age Viewpoint. PDF

The New York Times Magazine

The Story of O's

Cheerios, one of America's favorite breakfast cereals enjoys "loyalty beyond reason." Looking at the brand as if it were a character led to the discovery that Cheerios wanted to enable family connection. This resulted in new advertising that stressed family and emotional connections as described in The New York Times magazine. PDF

Fast Company

Brands with Character

How do you bring a character to life? Fast Company asked Character, a firm that creates and revitalizes brand characters to name five things. PDF

NPR

Refilling the Role of Juan Valdez

David Altschul, president, Character talks about how they helped the Colombian Coffee Federation replace its living icon, Juan Valdez. MP3

Cosmetic/Personal Care Packaging

Latest Launches: Refreshing and Sturdy

Holiday gift sets for Bourjois Cosmetics and sold exclusively through Sephora stories include a Cocktails gift set and travel tins honoring four vacation destinations. Dragon Rouge, New York, created these unique package designs as reported in Cosmetic/Personal Care Packaging magazine. PDF