Clorox, Nestle, Dreyer's Designer Teams up for 'Designs that Sell'

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Award-winning San Francisco designer Wilmer Fong is teaming with GameChanger Products, a leading marketing consulting firm, to offer a new service called "Designs that Sell." GameChanger combines former marketing executives from Clorox, Oxi-Clean and Leo Burnett with Fong, whose work has been recognized by Print magazine, Graphic Design USA, HOW magazine and the San Francisco Business Times.

Hidden Valley Ranch design by Wilmer Fong

I have always believed in strategic designs that sell

GameChanger Products, a leading marketing and innovation consulting firm, is out to change the package design world by helping companies develop designs that generate better sales results. GameChanger has added award-winning designer Wilmer Fong as a partner, and is launching a new service called "Designs that Sell."

"The design process today in many companies is broken," said Larry Popelka, President of GameChanger. "Companies are spending huge amounts of money and time on new package and logo designs, and in the end, many of their designs are not delivering improved sales results."

GameChanger's approach teams experienced consumer product marketing executives with leading creative designers. By incorporating feedback from a consumer panel into the process, the company drives stronger consumer insights into each design. GameChanger's package design process is also faster than traditional design processes, more efficient, and less costly.

Popelka, former VP of Marketing at Clorox, believes good designs should improve top-line sales results. He and Fong worked together on several design projects for Clorox brands, including one on Hidden Valley Salad Dressing mix that improved sales trends by over 30% in one year.

GameChanger was founded in 2007 with the goal of helping companies rethink traditional marketing and new product approaches. All of the members of the team have experience with both Fortune 500 packaged goods companies as well as start-ups. "We combine the big company smarts with the nimbleness and efficiency of a start-up to deliver superior marketing and new product capabilities," said Popelka.

Fong, who has 30 years of design experience, has performed design work for a wide range of large and small clients, including Clorox, Nestle, Dreyer's, C&H Sugar, Golden Grain and Del Monte. He has won design awards from Print magazine, Graphic Design USA, and the PINC Showcase of Print Excellence, and several of his logos are featured in David Carter's 2002 Edition of Big Book of Logos 3, depicting innovative design trends in the world of logo design. Fong generated over $10 Million in billings from the Clorox Company during a 17 year run as a preferred vendor for them. He also serves on the Board of Directors for the Printing Industries of Northern California Association.

"I have always believed in strategic designs that sell," said Fong. "I am excited to be working with the GameChanger team because it will allow me to focus even more on creating designs that get results."

Fong's portfolio of packaging and marketing collateral includes work done for Armor All automotive products, Brita water filtration, C&W Ultimate Fruit, Del Monte Orchard Select, Diamond of California Walnuts, Dreyer's Fruit Bars, DuPont Stone Care, Early California Olives, Emerald Premium Snacks, Flecto Varathane, Formula 409 cleaner, Foster Farms, Fresh Step cat litter, Kelly-Moore Paints, Kingsford Charcoal, Nancy's Quiche, Nestle Quik, Nestle Crunch Bars, Pine-Sol cleaner, Rice-A-Roni, Starbucks Ice Cream, Sun-Maid Raisins, Tilex cleaner.

About GameChanger:    GameChanger Products, LLC is a consumer marketing and new product consulting firm based in Alameda, CA. It was founded in 2007 by Larry Popelka, former VP of Marketing and New Ventures at Clorox. At Clorox, Popelka was responsible for developing the successful Green Works cleaners product line. Other partners at GameChanger include, Jonathan Tofel, former marketer for Procter & Gamble and Orange Glo International's Oxi-Clean; and Ted Simon, new product marketing entrepreneur and former VP at Leo Burnett Co. responsible for marketing campaigns for Kraft Foods, Procter & Gamble and Phillip Morris.

For more information, contact Larry Popelka at 510-521-7985.

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