Oodles of Doodles

As CMO I ran the brand, its agencies, events and campaigns, then built the website, the D2C store and the funnels myself.

THE PROJECT

I was CMO of Oodles of Doodles, low-sugar flavoured water for kids in cans they can colour in.

I wrote the story and characters that became the Doodleverse, reviewed over 60 illustrators' portfolios, and directed the artist who drew the fruit cast that now runs across cans, trays, merch and the sites. I briefed and managed agencies based in the UAE, the UK, Europe and the US for design, influencer seeding, PR, radio and social, and produced the brand book, sales decks, sell sheets and Amazon and Walmart listings for MENA and the US. Day to day I ran the brand itself, from events and community activations to the DoodleACan competition. On the commercial side I modelled D2C pricing, launched the Shopify store in the UAE and built the Klaviyo welcome flow and event capture that fed it. I also built the tech myself: the main site, a retail and influencer sample platform, the DoodleACan competition with its 3D can preview, the headless Hydrogen shop and a B2B lead finder. Shopify sales rose 42% in the first three months after launch.

What I did

Brand

Brand management and the brand book
The Doodleverse story and character world
Packaging and can artwork for three markets
The SpongeBob SquarePants limited edition

Marketing

Agencies based in the UAE, UK, Europe and US
Events, community activations and the DoodleACan competition
Social playbook, paid Meta and UGC campaigns
Klaviyo email funnels and journeys

Commerce

D2C pricing, bundles and shipping
Shopify store with same-day Dubai delivery
Amazon and Walmart listings for MENA and the US

Technology

Region-aware main website
Headless Shopify Hydrogen store
DoodleACan 3D can designer
Sample platform and B2B lead finder with AI fit-scoring

Full case coming soon

NEXT CASE

ProcessLabs