For the first time in 15 years, the brand redefined its positioning and brand identity. Step one of this total transformation was to reposition the brand strategically. We implemented a new brand identity across all consumer touch-points and provided simple and personal consumer-first user experiences in all channels. The three lead agencies developing and implementing this new brand promise were Wieden & Kennedy, Siegel & Gale, and AKQA. Working alongside the two partner agencies, AKQA was responsible for everything digital and mobile.