A most unusual brand-building agency
In my last posting about Bom Bom, an exciting new product in the cream liqueur category, I mentioned Cops and Robbers as the agency that developed the concept, branding and product strategy.
The agency name is a playful approach to duality and a kind of yin yang thinking whereby two opposite and conflicting forces are actually connected. In the case of Cops and Robbers the duality is the balance between insights and creativity, between strategy and creativity. It also reflects the two founders, Patricia Verdolino and Richie Beretta, who come at branding projects from different standpoints but whose output becomes a sharp strategic blend.
Born and raised in Queens, New York, Patricia and Richie studied design, but most of their influences, inspiration, and approach to working with brands come from a combination of their cultural and musical backgrounds. They met when Patricia was a vocalist in the Metro Stylee group (I bet you’re gonna Google it) and Richie was a producer. Turns out they grew up in the same neighborhood.
Richie is still very much involved in music and he is the design and creativity side of the practice. Patricia is the strategic, insights and innovation side. She has worked at a number of well known and high profile agencies such as Landor, Future Brands, and Anomaly.
What makes them special?
When I was first introduced to them, they had done some work for a leading beverage company and my friend there described them as particularly unique at translating insights into strategies and action. She went on to say, “They understand the consumer and culture better than the large bureaucratic agencies and translate this understanding into innovation…true innovation, not copy cat.”
Here’s how they put it on their website:
Tired of being handcuffed to traditional agency models and deliverables they have formed Cops & Robbers, a multidisciplinary agency that’s part think tank part creative studio where collaboration, music, art, strategy, production, and design seamlessly merge for fully integrated brand solutions.
The Bom Bom Case Study
Kevin Mowers (founder of Liquid Innovations and Bom Bom) had an incredible cream liqueur that, in his view and others, was superior to Rumchata and Bailey’s. So check the box marked the liquid is great. But, who is the target market? What’s the brand? How do we appeal to them? What packaging should be used?
Cops and Robbers were given the brand development assignment and went about it in both a traditional and unorthodox manner.
They identified the millennial consumer but focused in on the 21 to 31 year old women. More than that, based on their insight work, they sharpened the focus on a particular segment of that group with a definable set of cultural and life style values. From what I’ve seen (and in the spirit of confidentiality) all I can say is they more than painted a picture of these consumers – they all but came alive in their presentation. Insightful, clear, and concise.
When they focused in on Bom Bom they covered the brand’s territory in terms of community, motivation, occasion, brand ‘friends,’ signature drink, flavor profile, motto and inspiration. The result was more than a roadmap; it was a travel guide.
The inspiration aspect is worth focusing on. Some people have looked at the Bom Bom packaging and told me either they “don’t get it” or “I’m not sure about it.” But hold on. If one of the consumer calls to action is to “release your inner kid,” then this works well.
Further, the design inspiration came from the contemporary fashion look inspired by Jeremy Scott, Pharrell Williams (BBC Ice Cream) and Moschino. It’s designed with the target audience in mind.
With the permission of Cops and Robbers, here is an excerpt from their presentation that sums up the brand and it’s marketing components:
BOM BOM is a part of a shift in spirits that’s not ashamed to break the serious rules of the game and just have some adult fun. Yeah, maybe that means acting irreverent like an anti-grown up and accepting that you really don’t give a (bleep) anyway. Boring is the enemy. BOM BOM is the cure.
Keep your eye on Bom Bom when it enters the market in early 2016. And, for that matter also keep your eye on Cops and Robbers. They are both going places.