Branding and Packaging Powerhouse Lends Hand to Contestants on 'The Celebrity Apprentice'

Posted: November 4, 2009

While many have been fired, Kaleidoscope, a package design and product development consultancy, was "hired" by The Celebrity Apprentice. The group was asked to lend its expertise to season eight, episode seven, where nine remaining celebrity contestants were challenged to create packaging and in-store display for LifeLock, an identity protection service.

In the episode, the celebrities worked with the Kaleidoscope team to bring their ideas to life. In the project briefing, LifeLock provided three words to describe its brand: protection, confidence, and security. The company tasked the celebrities to maintain that identity through packaging and in-store presence. The teams had 12 hours to complete the task, from briefing to presenting an actual LifeLock package and in-store display.

"We're all about 'rapid ideation'—quick thinking, creative, prototypes, and getting products to market so they don't lose momentum or competitive advantage," says Gary Chiappetta, chief executive officer and partner at Kaleidoscope. "So, this invitation was right up our alley. We had hours to do something that can normally require a lot of resources and days, months, or more."

Kaleidoscope opened its studio to the teams, NBC's filming crew, and Donald Trump's "eyes and ears" Ivanka Trump and George Ross.

Kaleidoscope's packaging mock-up and design team supported the two celebrity teams from start to finish.

"This was a terrific collaboration—the celebrities formed strong teams and thought quite creatively under a lot of pressure," says James Harvey, senior account executive at Kaleidoscope. "Happily, the celebrity team I lead in the challenge, KOTU, secured a victory."

The participating celebrities included: Clint Black, Annie Duke, Natalie Gulbis, Jesse James, Brian McKnight, Joan Rivers, Melissa Rivers, Brande Roderick, and Herschel Walker. The Celebrity Apprentice is produced by Mark Burnett Productions in association with Trump Productions, LLC. LifeLock is the industry leader in the rapidly growing field of Identity Theft Protection. To see Kaleidoscope's recap of this episode, please go to: