CAULIPOWER Magazine Ads
for the American Diabetes Association
Client
CAULIPOWER, American Diabetes Association
Services
Design, Layout, Typography, Photo Compositing
Project Overview
As part of CAULIPOWER’s partnership with the American Diabetes Association, they had the opportunity to run two full-page, double sided print ads in the July 2021 issues of the ADA’s two magazines, Diabetes Care and Spectrum. I was tasked with designing four full pages of ads that needed to be visually different but could only show a limited number of ADA-approved products.
Challenges
There was a limited pool of resources to pull from for these ads. Because they had to showcase multiple specific products, our regular lifestyle photography was unusable. Furthermore, the existing assets to composite a tabletop image were too limited and visually similar to use on both sides of an ad. We wanted to use quotes from consumers, but found there was only one really great quote related to living with diabetes.
I also had to accommodate a free product coupon with a barcode that had to meet specific size criteria and a multi-paragraph piece of copy about the company. Neither of these were meant to be the focus of the ad, which meant they had to take up as little space as possible and still left me with a large area to fill with content.
Solution
For both ads, I combined the best quote with a unique tabletop image that I composited. I opted to use one for the front side of the first ad and the other on back side of the second ad so they would look different to any consumer who had subscriptions to both magazines.
It was always a priority to show the product packaging in ads so the consumer could easily locate it on store shelves. Therefore I focused exclusively on packaging paired with a tagline on one ad. For both ads, I included the packaging on the backside of the coupon, so consumers would have a visual guide when they clipped it and brought it to the store.
For the last full page, I designed a general branded ad that utilized the “celebration” cauliflower image from the back of the pizza boxes. I paired it with quotes about the various ADA-approved products to ensure they were still individually highlighted even though the packaging wasn’t as prominent.