CMO by Adobe recently asked Jeff Rosenfeld, Vice President of customer insight and analytics for The Neiman Marcus Group, why personalization is so important for a brand. “Great personalization helps drive a virtuous cycle of loyalty in which the customer is engaged, provides data that improves the personalization further, which increases customer engagement, and so on,” Rosenfeld told CMO. “As loyalty improves, revenue goes up. Generally speaking, marketing to loyal customers is more profitable than spending elsewhere.”

POW! is a craft soda brand that offers customers the ability to create their own soda flavors. Stock flavors are available but the goal for POW! is to create an engaging and fun experience for customers. The target audience is adults, ages 30 – 45. These are people who grew up with classic comics. They may even want to share the joy they found in those comics with their own kids. POW! then becomes more than a brand, but an activity for the whole family to enjoy.

POW! is styled to resemble classic comics but in a more contemporary way. Elements like starbursts, speech bubbles, and the city skyline are present throughout the branding. The main logo is multicolored to signify the customizable aspect of the brand. Each of the flavors offered by POW are branded with various colors, depending on the flavor. The typeface is used to resemble classic comics as well with the main POW! being hand drawn.

The artwork for POW! was created using Adobe Illustrator and the animated explainer video and logo were created in Adobe After Effects. The purpose of the explainer video is to inform customers about the POW! process. The video would be shown in stores where POW! is sold. As customers wait in line, the video would play, teaching them about the product. The video could also be shown on social media as an advertisement for the brand.