Newell Outdoor & Recreation went AI-native in six months.

Contigo, Bubba and Coleman Bev ran their creative on Kartel from April to October 2026: 1,180 finished assets, brief to final in under three weeks by July, and revisions cut from seven rounds to three.

See the work for yourself

1,180: finished assets delivered across three brands
7 → 3: revision rounds per campaign
4.3×: monthly volume, Jul–Sep against Apr–Jun
<3 weeks: brief to final by July, down from 5 in May

When the pilot started, two challenges slowed every campaign.

In May, the average campaign took 24.8 business days from kickoff to final.

Creative ideation

Briefs arrived without a creative direction or key visuals. Settling on one took seven rounds per campaign.

Tight turnarounds

Tight deadlines meant the product and style drifted from image to image, costing days of retouching.

Loose brief

Ideation and approval, 7 revision rounds

Production

QC and variants

Here’s how Kartel solved them.

We built the system for creative direction.

We led concept creation

Including Bubba’s “What’s in my bag,” built out into a full campaign.

We built the product library first

Every SKU and colorway, including both 2027 collections, reused across campaigns.

We locked the key visuals before production

Mood boards and key visuals in each brand’s own world, signed off by your brand managers.

Custom workflows to keep the product exact and the style consistent at speed.

Each one targets a problem that kept slowing the work down, and each is trained on your brand.

Bubba product integrity95%less time spentKeeps the bottle exact across a whole campaign.

Bubba logo and promo swaps10×output per artistDrops any logo or promo onto any image, sized and placed.

Variant Engine1 → 50channel-ready variantsOne approved asset becomes every retailer size.

Productivity exploded: September alone delivered 502 assets, more than the pilot’s first four months combined.

Assets delivered by month. Another 183 landed on October 1 and 2 as the pilot closed.

24.8 → 13.2

Average business days from kickoff to final delivery fell from 24.8 in May to 13.2 in July, 47% faster. In August, briefs moved to full concept-through-finishing ownership, with more work per brief.

Simple briefs became full creative campaigns.

Every size and format each channel needed, from stills to video.

See the Contigo Kids finals (218 in all)

Bubba’s Flight 2 festival brief — Bubba’s festival brief, as sent

See all 36 Bubba Festival finals

Here’s what the pilot delivered.

48,000+: images generated behind the 1,180 finals
4.3×: more assets a month in the second half of the pilot
47%: faster from kickoff to final, 24.8 business days in May to 13.2 in July
7 → 3: rounds of revisions per campaign

See the work for yourself

See the work for yourself.

All 1,056 Contigo, Bubba and Coleman Bev finals your brand managers briefed and approved, by brand, campaign and month. Open any asset full size or download the original.

Open full screen

So how do you go even faster?

The bottleneck was creative concepting and strategy. Kartel now has a solve.

Introducing the Creative Strategy Engine.

Our most powerful product yet: the first marketing platform to combine the real, consented digital behavior of over 30 million Americans, refreshed daily, with leading generative models.