A longtime value brand, Mardi Gras Napkins® was at risk of being de-listed from thousands of Walmart® stores unless Georgia-Pacific was able to convince the retail giant that their product was still a viable competitor at shelf. This drove a complete strategic and creative overhaul of the dated napkin brand that was led by my creative team. We began with a playful and vibrant packaging refresh aimed at parents looking for a simple way to spark an engaging conversation with their kids at the dinner table. From there, we helped the brand champion its core consumer—the "make-it-work-mom" whose everyday resilience and savviness deserved to be celebrated.

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With a fresh brand mission to engage in everyday revelry, I dove in headfirst and let the cheek fly across every copy touchpoint, starting with the brand guidelines to set (and encourage breaking) the rules. From the pun-driven pack and napkin copy to sassy social posts and whimsical website content, I really had a blast with this project. As a result of our comprehensive efforts, Mardi Gras Napkins® expanded to nearly 3,000 stores at shelf while experiencing a 400% increase in online engagement thanks to sponsored social posts.