Kenny Rogers

Expression

After a 10-year hiatus from the music business, Kenny Rogers had determined to use a Christmas album as a test to measure receptivity to his reentry into the music business. Building on a unique collection of original music celebrating the birth of the Christ child, the project and all extensions were branded as The Gift, with a positioning tagline of “A celebration of Christmas, wrapped in the wonder of believing.” The packaging, advertising and point of sales displays featured original photographic images of a biblical cradle with child, angels and other symbols with a glow emanating from each. The Gift brand name direction was also translated to a short story book, television special and live tour. The outcome for was CD sales in excess of five hundred thousand copies sold and RIAA Gold certification. The momentum from this strategy has led to a dramatic reinvention of Kenny’s illustrious career.