ClearPlay | BradMcLaws v 1.5

My Role

CMO & Product Designer

I worked as both a consultant and later as the CMO for ClearPlay. I did not invent the original idea or the core technology that drove the DVD player, but I had impact on the design and usability of the DVD product, As a consultant I created the name, logo and branding. As the CMO, I designed the following:

Packaging (and all in-pack material)
DVD Player Design
Filterstick Design
Remote Control Design
Online Activation Process and UX/UI
Website including the UX/UI
Interactive Merchandising Systems*

*The interactive merchandiser was very novel at the time and helped sell the product into Best Buy, Walmart and Target. I designed, sourced and built each merchandisers. And I created all the content and video played at shelf in retail.

From Fruit Snack Segmentation

to National Ad Campaign

Create/sell in the strategic insight to make a play to dominate the fragmented fruit snack market
Create/sell in the FruitWise idea including the name, branding, testing and prototype products
Prepared and sold in the business plan for launch including a full P&L model for the business with sophisticated forecasting and budgeting models
Helped sell in and manage a six month Test Market in Whole Foods
Following this step, a launch team of five full-time Tropicana employees were deployed to help launch the product
Identified a network of co-packers capable of making the products
Lead the branding and design work
Developed the final formulas and flavors, in conjunction with Tropicana R&D
Helped sell in to National Accounts (including sales calls to Kroger, Safeway, etc.)
Helped build the national launch marketing campaign including TV commercials (remember those)

Status

Launched 2007

Still in Market

While ClearPlay is no longer a DVD Product and has moved the core technology to stream ing services, it remains in market. And ClearPlay pioneered technology and legal precedence that has spawned competitive services as well.