Creative Partner for Progressive Brands
May. 12, 2014

Hydrox Cookies Are Making A Comeback

USA Today

The Oreo-buster is back. Hydrox cookies, those Oreo-like chocolate sandwich cookies, could reappear on store shelves as early as September, says Ellia Kassoff, CEO of Leaf Brands, which recently acquired the rights to the unused Hydrox trademark. But success won't come simply. At least one brand guru says Hydrox has lots of work to do. "Oreo conveys round and is fun to say and hear. Hydrox sounds scientific and medicinal ... not appetizing at all," says Steven Addis, CEO of Addis. "Oreo has become part of the fabric of America. Like Coke. This makes it somewhat unassailable, even from a superior product."

Apr. 02, 2014

Updating The Look of A Revolutionary


Since its inception, Nutiva has been on a quest to revolutionize the way the world eats. What hadn’t changed for over 15 years, however, was the look of their products at retail. That is now evolving, for Nutiva will begin rolling out a completely new identity and packaging system we designed for them.

Mar. 28, 2014

Diet Coke Slurpee pulled from stores

WKYC NBC Affiliate

It's not yet summer -- barely spring -- but the new Diet Coke Slurpee briefly sold at 7-Eleven already has melted down.

Jan. 31, 2014

Review of Print Magazine's Winners of 2013

We're pleased that our integrated communications work continues to be called out by respected industry peers.

Dec. 06, 2013

Starbucks' $450 metal gift cards will go fast


Starbucks is making is Limited Edition Metal Card even more exclusive this year but cutting the number from 5,000 to 1,000. "If something is hard to get, it takes on irrational value," says Steven Addis, a brand consultant. "By making it even harder to get, the irrationality goes up."  

Nov. 13, 2013

Steven Addis Appears On Bloomberg to Discuss Lululemon Apology


Addis Creson CEO Steven Addis and Macquarie Group's Liz Dunn discuss Lululemon founder Chip Wilson's apology    

Sep. 18, 2013

Not Your Typical Engineer


    I'm excited to see what this new generation is going to do    

Sep. 13, 2013

The Future Of Salmon Is Farming: Verlasso In The News


It is exciting to see our client Verlasso making some real progress in evolving the thinking and practices for providing sustained sources of healthy and delicious salmon. The following is a recent article on  

Aug. 28, 2013

Revolution Foods Featured On Good Morning America


  Mom's New Lunch Boxes All The Rage That was the headline on Good Morning America this morning

Aug. 22, 2013

New York Times Article: Revolution Foods Takes On Lunchables


Until now, there have been Lunchables and, well, Lunchables. The Kraft Food Group’s Oscar Mayer brand created the concept of prepackaged lunch meals for children in 1988 and has effectively owned that business ever since, with sales accounting for 76 percent of the small but lucrative $1.35 billion niche product category, according to IRI, a market research firm in Chicago. But starting this month, some grocery refrigerator cases will be adding a new competitor, Revolution Foods Meal Kits.

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