WCLC Marketing Director Adam Cortiula focused on WCLC’s Scratch & Win rebrand—how and why the lottery moved from Scratch & Win to a new positioning with Zing.

The approach that WCLC took with its creative agency considered current brand positioning, personality and key consumer benefits. The end result was the new Zing brand name and tagline: “Play. Thrill. Win.”

“We are evolving, but not revolutionizing the brand. Introduction into the market has been intentionally slow. This is a long play for us,” he said.

Link to Powerpoint:

WCLC_Adam Cortiula