ATLANTA Three months after starting his own marketing company, Stan Harris, co-founder of the defunct HDC, has added his first three clients. The Plantation, Fla., firm, under the name Harris Ideas, will develop marketing plans for Bravo! Foods, Nation Safe Drivers and Tilson Communications.
Harris Ideas will help introduce the Slammers and Slim Slammers brands for Bravo! Foods. The single-serve, flavored-milk products will be targeted to children via licensing agreements with Looney Tunes. The client, in North Palm Beach, Fla., uses Bugs Bunny, the Tasmanian Devil, Sylvester and other animated characters on its packaging. Distribution is through supermarket chains such as Publix, Winn Dixie and A&P, as well as retailer Wal-Mart and convenience stores. The product has been on store shelves for about a month.
"With a new product, distribution is really crucial. If it's not on the shelf, you won't sell anything," Harris said. "We'll be doing some research in the Southeast, West Coast and Northeast to figure out who will be most likely to buy it."
One key question, according to Harris, is whether the appeal of Looney Toon characters is limited to children. "We discovered that one of the most popular tattoos is the Tasmanian Devil, so we're questioning whether the product is really limited to little kids," he said.
HI will rebrand Nation Safe Drivers of Delray Beach, Fla., an extended warranty provider. Harris said the 40-year-old operation, which sells to automotive dealerships, insurance companies and travel clubs, needs a new brand positioning to reflect its growth.
"They market in all 50 states and service over a million customers every year," Harris said. "They need a new level of sophistication in their marketing."
Previously, NSD sold its products through collateral materials, trade shows and direct sales to its business clients. "We'll be changing the creative to take a more corporate approach," Harris said.
Tilson Communications, a public relations firm in Boca Raton, Fla., will use HI to market an as yet undisclosed communications product.