Joaquin Lira | SVP Executive Creative Director | Dentsu
To support Carl's Jr. in maintaining a consistent brand voice while in permanent growth, key strategies were implemented:
1. A global strategy that brought to life the "california cool" essence of the brand in a relevant way for international markets
2. Build upon best practices to strengthen and unify communications while providing a tangible business lift.
3. Translate the strategy into workshops and playbooks for local teams to be able to execute immediately all applicable learnings.
4. Build a monthly time-sensitive and trend worthy asset library for worldwide teams to access
5. Reinforce a strong and unified brand in social media, while retaining a flexible structure that can be used to build a relatable local flavor infused with the international voice.
