Tchibo Coffee

Tchibo is a huge company based in Hamburg, Germany. Over 70 years ago, they started out as a small mail order coffee company, growing to become Europe’s #1 Coffeehouse.

Our challenge was to help them launch in a few test markets in the US. We needed to establish their legitimate coffee credentials and expertise in a saturated US market.

The first step was to tell the Tchibo story. The company ethos. Their focus on freshness. Their commitment to sustainability. Their unique history. And their innovative machines.

Jefferson Orthopedic Clinic

We believe every brand can benefit from a vibrant social media presence. Even a serious, forty-year-old Orthopedic practice in suburban Louisiana.

For Jefferson. (JOC docs for short), we created an online presence for them during COVID.

A social media presence that, using efforts, promoted their Replacement Surgeries, Work Place Injuries, Sports Medicine and Individual doctors.

And even while people were avoiding doctors sand postponing surgeries, their web traffic increased 25%.

CareFinders Total Care

Home Healthcare is shifting away from local mom & pops to more professional, innovative organizations. CareFinders Total Care is one such company.

They have “a new vision in home care” that is more seamless, efficient and tech-savvy. Our campaign delivered this new perspective to their disparate target audiences: patients, the homecare industry, and most importantly, future and current employees. This approachable look & feel helped us stand out from the category cliché photos of “granny & nanny.”

We helped CareFinders become the fastest growing Home healthcare company in the Northeast, and, in late 2021, they were purchased by Motivcare for $340 million.

Promenade Fine Fabrics

Promenade is a 50-year-old institution off the promenade in New Orleans’ French Quarter. But, like many iconic brick & mortar stores, they needed to build their e-commerce presence.

Their biggest selling point is the fabrics themselves. The bold, colorful, world-class patterns. Our consumer insight was that customers have a passion for creativity and making their own masterpieces.

We created a “language of fabrics.” We use their beautiful fabrics to tell both their brand and retail messages. From sales to ease-of-use, national presence to customer service, all messages could be communicated using their wonderful products.

PAAS Easter Egg Kits

We have all grown up with PAAS Easter Egg Dyeing Kits – even if we didn’t know the brand name. But now, they are facing tough competition from knock-off store brands.

We also wanted to communicate the insight that egg dyeing is about the process rather than the product. It is more about the magical family moments sitting around the table, creating memories than the end product of beautiful, Instagram-able eggs.

Enter the idea, “Hit the PAAS button.“ Launched in 2020, this campaign, encourages consumers to slow down and take the time to create these family moments. We inextricably branded the moment and the Easter experience.

Helio Health Group

Helio is a spirited pharmaceutical consulting firm. They are known for their passion for pharma and its arcane rules and regulations. But it is hard to stand out in the health care category with thousands of look-alike brands using stock photos of people shaking hands.

In 2022, we launched a campaign featuring their most important and unique asset: their tenacious people. The campaign highlights the lifelong passion and commitment they each have for compliance, patient care and analytics.

This effort is brought to life on their website, social media, collateral materials and conferences.

Dermatology Consultants

The Internet and social media have made every organization a brand: churches, schools, and, yes, even doctors.

Dermatology Consultants of Atlanta is one such brand. On one hand, they are clinical physicians and expert surgeons. On the other hand, they are participants in the competitive world of health & beauty. They’re part local practice, part retail service.

We have created a distinct look and insightful voice for DC. It is smart, clinical and clean. And, yet it is aspirational and engaging.

Tchibo Coffee

Once we established the heritage and chops of Tchibo, we needed to quickly become both an e-tail and retail brand in a highly engaged and loyal category.

This required a robust e-commerce site. Engaged social media communities that convey a quality story in a modern way. An outdoor teaser campaign that helped consumers pronounce the name “Tchibo.” Point-of-Purchase displays for large midwestern supermarkets. A CRM effort with twice the industry response rate. Popular on-location sampling events. Large national Promotions. And, of course, web videos and :30 TV, which you can check out here.

Go-Be Sleeves

Did you know that the germiest part of an airplane is the tray table? Studies show that it has up to 8X more germs than the toilet.

In 2021, two entrepreneurs had the idea of creating antimicrobial airline tray covers. These attractive, re-usable sleeves would protect you from germs – and not end up in land fill.

We believed the way to sell the product is to sell the problem. But not in a gross, off-putting way. We created a friendly character who would playfully point out the facts to travel-wary travelers during COVID.

Lindt is a 160-year-old Swiss chocolate company. Our principles at 31 Lengths have a long working relationship with Lindt USA and continue to do creative assignments today.

We have created the Roger Federer campaign, as well as the “Do You Dream in Chocolate?” campaign that ran for a dozen years, helping Lindt to become the #3 chocolate company in the US, behind Hershey and Mars.

Kiss My Face

Kiss My Face is a line of natural personal care products, from soaps and lotions to toothpastes and deodorants. While most consumers claim to “love ethical, organic products,” KMF’s sales needed a little love.

Our insight was “What good is natural if it doesn’t work?” Our strategy was to convince people that these formulations really, really solve your problem, be it dry skin, body odor or plaque. Our executions highlighted a specific natural ingredient – and attached it to a hard-hitting, efficacy claim. The tagline, “Kiss it & make it better,” claims these products cure your condition – and make the world a better place while doing it.

Bankwell

Bankwell, a regional bank based in Connecticut, wanted to give their business products more exposure. At the same time, they wanted to highlight and reward their important business customers.

We wanted to avoid doing the stereotypical B2B campaign, where we show portraits of “a florist, a baker and a designer.” We found a solution that avoided this cliché, featured their most loyal clients, and highlighted their local support.

Rye History

Rye Historical Society was perceived as an exclusive, dusty organization for little old ladies. Our goal was to make the organization not only more welcoming, but actually cool. So, we spoke in a fresher, more inclusive voice. Changed the Brand name. Offered a wider array of programs. And set up an umbrella campaign under which all efforts could live: “Rye History. We’re all a part of it” which is true on every level.

We have expanded the campaign each year, promoting dozens of events, camps, and exhibits– even during COVID. We create an annual fundraiser using the most recent insights to drive participation.

Events, exhibit traffic and museum visits doubled. Donations increased an average of 20% a year. And we lowered the average age of membership by 20 years.

Glenview Community Church

Post-baby boomers live much more secular and consumer-driven lives. This has resulted in historic declines in church attendance.

We decided to promote a local congregation by focusing on the tangible benefits consumers seek – and find – every day in other places.

Nic Tailor

In 2017, 31 Lengths was approached by two southern gentlemen with a new business idea.  They wanted to make the first custom-fit underwear – and needed a website to sell it online.

Sensing that they might really be onto something, we asked them to slow down a bit. What will this brand be called? How will it be positioned – and to whom? What will the advertising, and, yes, the website look like?

And so we started out on a research-driven process to create the world’s first tailored knickers. Or, as the brand is now known, Nic Tailor.

Chicago Theological Seminary

Enrollment at seminaries – as well as the number of seminaries themselves – is shrinking.

In 2012, 31 Lengths was challenged with promoting CTS to both prospective students and donors.  We talked to all of the institution’s stakeholders and realized their one point of agreement was that CTS forges transformational leaders for the next generation of ministry—whatever that may be.

We crafted a brand and voice that was true to CTS. Challenging. Fresh. Provocative. Our new look, website and logo conveyed the school’s  bold, progressive diversity. The open-ended tagline allowed individuals to read themselves into the brand: “Leaders for the Next.”

Every year, we provide new creative, to freshen the campaign. Print ads that explain their philosophy. Recruiting banners that introduce their online degree. Advancement materials. Social media posts that create movements.

Now, CTSnot only has a growing enrollment, it is one of the very few seminaries in the country that is actually growing.

The American Women's College

Late to the huge online education game, this new school needed to cut through the clutter and clichés of college advertising. It also needed to build emotional connections critical to enrollment decisions. And lastly, it had to announce that it is was the first 100% online college for adult women.

Under an umbrella campaign, “Let’s empower each other,” we appealed to women looking to go back to college, while still holding down a job and a family. We called this new market segment, “collage life.”

United Church of Christ

We and the UCC have a long history together of taking on progressive issues in society. In 2017, the United Church of Christ was looking to make a stand against Muslim Bans and Jewish hate crimes.

We created a web video that demonstrates that the major religions, while unique and distinct, actually share several common core values, like love, peace, family and justice.

Released to coincide with the Presidential Inauguration, the provocative campaign created hundreds of thousands of free views.

Chicago Magic Lounge

Before TV and video games, there was something called Chicago-style magic. Authentic speakeasies where magic was performed up-close and in your face.

Well, the magic is back. In 2018, the Chicago Magic Lounge opened its deceptive and enigmatic doors. It’s an exquisite retro night club with world-class magic acts. An exclusive, sophisticated experience unmatched by the Second City’s nightlife options.

31 Lengths helped brand this new must-view venue. From logo to menus, we are creating intrigue and mystery around this newest landmark in a town filled with them.

Popcorn, Indiana

As we worked with CompanyKane to reinvigorate this CPG brand, we had an “a-ha” insight. Once consumers found out that Popcorn, Indiana was in fact a real town and place – not some made up, marketing device – they smiled. It immediately bestowed a whole set of positive values to the brand. Authentic. Wholesome. Family-oriented. Natural.  All of which are category drivers. Welcome to Popcorn, Indiana.

We carried our “real place, real popcorn,” strategy through all brand touch points – including a new town sign logo, barn-red packaging and family friendly advertising.

SkiSafe

Most boat owners simply chose to insure their vessels with the same company that insures their home or car. Our strategy for SkiSafe was to point out the folly of this default behavior. Boats, after all, require special coverage based on the type of boat, usage, location and one’s safety record. We spoke to boat owners in a voice they alone would understand, promising “Insurance for boaters. From boaters.”

BEST (Body Enhancing Solutions & Technologies)

There has been an explosion of new laser technologies that make body sculpting safer and more affordable. We were asked to help a venerable 75-year-old medical group get into this sexy, hi-tech game of body enhancement. In order to do so, we created a sub-brand, called BEST, that allowed them to offer this discreet, private-pay service without compromising the mother brand, Dermatology Consultants.

Kaia Yoga

When Greenwich Yoga wanted to expand beyond Greenwich, we helped them rebrand and grow from a one-studio mom & pop to a four-location booming business called Kaia Yoga.

We realized the essence of the brand was in the very name itself. Kaia means “pure.” Every aspect of the brand was about purifying – from deep cleansing breaths, sweating out toxins, organic juice cleanses, even “plastic” forks actually made of potato oil.

United Church of Christ

The UCC, a leading mainline Protestant denomination, needed help focusing their message. Our consumer insight was that people seek organized religions for their sense of community and acceptance. And yet, ironically, many find the exact opposite: alienation and judgment.

We created a campaign that declared, “no matter who you are or where you are on life’s journey, you're welcome here.”

This effort struck a cord and became a flashpoint in a national debate over gays and religion. It received tens of millions of dollars in free press. And helped boost attendance 24%.