Hasta La Creative!

Mr. Leonard, who quit Grey last summer said, “The best brands are the ones you can imagine launching any product and you would know how it would feel like if Audi launched a vacuum cleaner. We wanted Halo to feel good. It’s super simple and behaves like a premium brand. After 20 years of looking after everyone else’s brand, it’s terrifying creating your own.”

Already the Halo team is looking ahead to other possible coffee-related product innovations, including more energy-efficient coffee machines, which are based on technology that is over 20 years old. Mr. Leonard added that future Halo branded products might not necessarily be coffee-related.

Mr. Leonard said, “In advertising, there is a lot of talk about IP, but it tends to mean thinking up a new product that people wouldn’t give a s**t about. In our game we get close to clients and we see what’s needed. There wasn’t an amazing coffee capsule, and [existing capsules] are killing the planet. We’ve solved those problems.”

Continue reading at AdAge.com