Quaker State is a huge global marketing machine, with its fingers in virtually every media. With a host of firms working all over the world, there is an inherent need for consistent messages and visuals to support this powerful global brand.
Write and produce a standards and style guide to keep everyone on the same page. Although the initial creative had been produced by Doner, and it was up to Creative Services to implement and execute the work in POP displays, online, tons of sales literature and packaging. The 24-page book was more than a graphic standards manual; it also provided direction for how to talk about the features and benefits of each product and the tone of the language to be used. Even though it was a small piece, it was chock full of solid information for keeping all the different vendors moving in the same direction.
Uniform communications in all forms of marketing across all media, across the globe.