Raw Marketing

Want an inside peek at future of brand marketing? Look no further than Fahrenheit 212. This New York firm was just started in November by former Saatchi & Saatchi executives, Mark Payne and Geoff Vuleta. Both gurus wanted to spinoff their own agency in hopes of working more intimately with clients by establishing more creative control. Within months, Fahrenheit 212 has attracted clients from the likes of Starbucks, Coca-Cola, Hershey, Samsung, and Proctor & Gamble. Why such the immediate success? Because Fahrenheit has develop a unusual business model that ensures clients a completed project within five months. Focused on product development, Fahrenheit serves the combined role of being a management consultant, advertising agent, and design house. Thus, Fahrenheit is known to acquire a deep understanding of the overall operations of each business before proposing big ideas. Also termed, as the "idea company," Fahrenheit has developed a system called "the hive," in which eight people with specifically sharp marketing skills convene to tackle clients' marketing problems. As a mode of conceiving radical ideas, Fahrenheit stresses "multiple intelligence theory," a philosophy rooted in the belief that all forms of marketing should stimulate the eight discrete forms of human intelligence:
-Verbal, Mathematical, Visual, Spatial, Physical, Worldly, Emotional, & Musical

Among it latest projects, Fahrenheit worked with the largest global liquor company, Diageo. Contracted to work on its depleted Smirnoff brand, Fahrenheit totally revamped its current product line-up to include a refreshingly new beverage called Smirnoff Raw Tea. As example of the boldness and initiative of Fahrenheit, the firm took the trouble of going to a bartender/mixologist to concoct the new drink. Moreover, Fahrenheit over-achieved by creating the actual bottle design and advertising campaign called "Tea Partay." While its tactics may seem provocative, its effect on the brand has been tremendous. Considered one of "the most memorable ads of 2006," by Contagious Magazine (check earlier post), Fahrenheit has shocked audiences with its humor and whimsical sense of prestige.




So, don't tell me... I know what your initial reaction is. Mind you, this spot is really a clear example of smart, innovative marketing. You've just got to draw the inferences. Clearly, Fahrenheit wasn't afraid of stepping "out of bounds." Remember, this took Fahrenheit only five months with eight executives on board. As a result, Fahrenheit is receiving myriad of product request companies who have received positive reference from global investment banks.
-AK