I’ve worked with some of the most conservative clients in the most conservative categories you can think of. In each case, I was able to get beyond their rational, left-brain tendencies.
When appropriate, I used creative exploration as a method to keep clients open-minded. Pringles was kept fresh and irresistible with a periodic “creative exploratory”. It was a framework for experimentation that was inexpensive, collaborative, quick, and inspirational. A small amount of money was set aside to create visual/aural/emotional R&D on key brand equities. Artists of all types were given specific strategic goals with minimal limitations. The results always led to new ways of thinking about the same old product and often to innovative advertising.