Monday, December 22, 2008

TGI Friday’s Brand Revamp

Challenge: Bring new life and pizzazz to a well-known brand that had lost just a little of its luster in the wake of new and more exciting restaurant concepts.

Insight: TGI Friday’s was the birthplace of fun but had become a cliché. It had become just a place to eat, rather than a destination for fun.

Solution: For starters, we reminded people that the Friday night experience was only a visit away. By taking ownership of the fun and excitement of Friday nights we were able to reinvigorate the brand with contemporary relevance, while retaining its core values. Our external and internal communications featured the updated décor, new tantalizing entrees and the flamboyant cocktails that Friday’s became famous for. We made Friday’s newly relevant – and fun.

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