Amway

Posted on June 1, 2013


Screen Shot 2015-05-31 at 5.50.03 PM I almost didn’t take this job since Amway’s reputation is so negative. And sure enough, that’s exactly what Screen Shot 2015-05-31 at 5.52.24 PMwe found in the research. But the Great Society had a vision for the brand that I fell in love with. A hypothesis that we had in our back pockets as we carefully explored the category and carried out extensive interviews and in-home focus groups.

And as we moved through the process, I grew to really respect Amway’s salespeople, who they caScreen Shot 2015-05-31 at 5.50.55 PMll Independent Business Operators (IBOs). Because they spoke about their businesses the very same way that I talk about the start-up that my husband and I had begun. Not as a get-rich-quick scheme but as something they are able to build on the side. Something they own. An experience that gives a bigger sense of purpose even if it never brings in the millions. And this is exactly what I would wish for everyone – except not everyone has a husband who knows how to program an iPhone app and not everyone has access to seed money. But with Amway, they could have access to this experience with Screen Shot 2015-05-31 at 10.39.10 PM$65Screen Shot 2015-05-31 at 5.51.32 PM and a money-back guarantee.

And although it was changed a bit – fine-tuned and enhanced – the agency’s vision turned out to be powerful and true. And the resulting work was the most successful campaign in Amway’s 50 year history.

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