Reinforce the Artistry Time Defiance anti-ageing brand promise to Amway (Artistry’s parent company) customers.

In order to highlight the brand’s anti-ageing message, the idea of creating a calendar that served as a product demonstration seemed to be the ideal solution. Also, it was an effective way to cross-sell the brand to an extensive database of existing Amway customers. Our design not only highlighted the brand’s full product range, but also communicated their common benefit. We did this by presenting the year’s dates backwards, starting with December 31st and ending with January 1st.

In the first quarter of 2009, orders for the brand’s trial pack increased by nearly 3.8%. Amway’s customer service representatives have also received very positive feedback from their customers about the “funny” and “amusing” calendars, helping greatly to improve the brand’s popularity.