Kerri the Sparkle Fairy

The Need

Sparkle® Paper Towels was looking to reestablish itself as the economy brand of choice in the market. They hadn’t advertised heavily in years and wanted a national TV ad to kick off their efforts.

The Solution

Our pitch to win the business wasn’t just a TV ad. It was also an introduction to a brand character – Kerri the Sparkle Fairy. Kerri and her encounter with a curious customer tested as the second-highest scoring ad in Georgia-Pacific history. We won the account, created the character’s identity and produced her premier to the world. To this day, Kerri continues to be an integral part of the Sparkle brand identity.

The Creation of Kerri

One of the main reasons the Sparkle team chose the spot I wrote was because of Kerri and the opportunity for her to become the brand character. So I began the process of bringing Kerri to life – establishing who she was, her personality, behaviors and more.

While the essence of Kerri stayed the same, some things changed during her creation including her name (from Perri to Kerri).