Dior Addict: Get Caught Up
I
chose a product called Dior Addict. Slogans chosen in the past for this product
have been “Admit it” and “Be Iconic”. Selecting a slogan, especially one
with a twist is a tough one. I want my slogan to reflect that “The tagline is the catchphrase that conveys the brand or
group's benefit or spirit and expresses an umbrella theme or strategy for a
campaign or a series of campaigns; it also is called a claim, end line,
slogan or strap line. “ (Landa, 102) The idea came
to me almost immediately. The slogan will be Dior Addict: Get Caught
Up. I chose this slogan because perfume, cologne...any kind of
fragrance will get you "caught up" in good...and bad things. This ad
will mix the good and bad together. It really just depends on who you are.
I
want to brand this idea right because “In an
overcrowded, competitive marketplace, relevant and engaging branding can ensure
efficacy for a quality product, service, group, individual, or commodity. Not
only does branding identify and distinguish, it builds equity (the
value of the brand or group).” (Landa, 49) To take it even further, the
campaign will surround the slogan. Once the perfume is applied it’s all the
wonderful things that happen while wearing the fragrance. Whether it’s a hot
date that got steamy or a nailing a work conference. It will give women a sense
of confidence and allow them to be sexy because they smell sexy. To
simplify the idea, the slogan “Get Caught Up”: There’s a story behind
every fragrance, what’s yours? Also, I wanted to incorporate Addict in there as
well. Women are addicted to their perfumes. Addicts, no matter what type,
have a story.
Competitive Analysis
One of my main competitors is
Marc Jacobs: Daisy perfume. Below I have conducted a competitive
analysis. This occurs during the first phase of the project
process. Phase one, “includes the initial meeting with a client; a briefing on
the assignment; the internal planning meeting; a definition of the client's
goals and requirements; learning about the client's business or organization,
product, service, or group; determining the audience; and analyzing the
competition.”
Product Summary:
Marc Jacobs Daisy perfume cane be
found at many different such as Sephora, Nordstrom’s and
Macy’s. They advertise for this product with magazine ads and
commercials. You can also obtain a sample in a department store or
magazine. Looking over reviews from customers, some feel as though
too many people over wear the scent. Other comments that were shared stated
that it smelled great, but didn’t last very long. There were a few all around
good comments.
Strengths:
- Very
Popular Perfume
- Quality
guaranteed
Weaknesses:
- Doesn’t
last very long on certain individuals
- Very
Expensive
Outlook:
There’s nothing indicated that they
plan on improving. My over plan is to show that, “The
style you determine should be appropriate for the brand and for the core ad
idea; for the audience, differentiate the campaign from
the competition and add freshness.”(Landa 204) I can
market my product my at all the same places that Daisy can. I might even look
into social media advertising as well.
Their advertising campaign is strong
but not diverse. I hope to add more diversity to my ad campaign. They only have
tall, blond, Caucasian models. While this is very beautiful, I’d like to add
more to my perfume ad campaign.
The Big Idea
Dior: Addict "Get
Caught Up" is going to a powerful and sexy ad campaign. It will be geared
towards women ages 17-35. I want to ensure that the customers are not only
satisfied but want to have them coming back for more of the product because “An effective ad is driven by the underlying concept. An advertising
idea— or concept—is the creative reasoning behind a
solution. The concept determines the resulting message: what you say and how
you design. Though your concept or idea may be broad, it is foundational."
(Landa, 68) I want my customers to feel as thought they make
the product. Maybe as though I created this perfume campaign just for them.
The big idea is "An ad idea is visually and verbally expressed through the
creation, selection, combination, manipulation, and arrangement of visual and
verbal elements and the written copy. A big idea is a solid, creative, on-brand
idea that is large enough and flexible enough to be used effectively across
media for a period of time." (Landa, 68) This ad will be timeless, just as perfume is timeless. Since
the beginning of time fragrances have been worn by women.
Even back in the 40's when they didn't have perfume but soap instead. People
just want to smell good.
I wanted to create a
concept that was refreshing; a product a customer would lust for. It's
important that I take well thought out steps to
“Finding a relevant insight into how people think, what they need or desire,
and how they act, termed a consumer insight, is
paramount for idea generation." (Landa, 68) Products need to touch it's consumers, evoke a type of emotion
because"...combining consumer and brand insight, one can attain an advertising “sweet
spot”—the most effective place to hit the audience with your marketing
messages." (Landa, 68) I've developed a
campaign that should accomplish just that. The emotions I hope to evoke are powerful,
passionate and impulsive. I hope that "though your (my) concept or idea may be broad, it
is foundational."
Promotion
"Advertising is used
in a free-market system to promote one brand or group over another."
(Landa, 3) I would like to place this advertisement in a
magazine such as Cosmopolitan, Elle, or Mademoiselle. Within the
advertisements, there would be smell samples. Something that gives the consumer
just a taste of what is available for purchase. Before the perfume
is available to the general public, reps would pass out samples at
department stores. Samples are VERY effective when marketing a product and are
used often. Advertising is used in a free-market system to promote one
brand or group over another. Within the campaign itself I want to
tell a story. A story that is important to my viewers
because “Storytelling is a narrative
format in which a tale is told to an audience utilizing voice, gesture, and/or
imagery; we have the story, the teller, and the listeners." (Landa,
118)
It needs to be
relatable. I need there to be a silent dialogue between the product and
the consumer. The consumer needs to ingest and the digest the information and
honestly believe that this perfume is perfect for them and their lifestyle
because "Some consider storytelling to be
interactive—a two-way interaction between storyteller and listeners. Therefore,
interactive media can be particularly effective for this format, allowing the
listener (visitor to the Web site) to become a cocreator of the story." (Landa,
118)
When creating an
advertising campaign it's important to remember that when “Carried through any campaign, there must be a distinct core
idea, an underlying central concept or related ideas—one could call it a theme
(a distinct recurring, unifying idea) or story." (Landa, 192) When I was brainstorming through the creative process and wanted
to imagine something that people would love. The consumer should purchase, love
and turnaround and recommend it a friend. It's a cycle that never ends because “Ads promote, remind, endear, inform, and call people to
action. Besides effectively calling people to action, what makes a campaign
effective is a matter of opinion." (Landa, 192)
Creative Content
Promoting the product in the content is the most important.
Advertising is everything and when done correctly can be rewarding. "Commercial
advertising promotes brands and commodities by informing consumers; it is also
used to promote individuals, groups, corporations, manufacturers."
(Landa, 7) Since “People are engaged by compelling narratives. If a brand or group
has a story to tell, then it will be more dimensional. Through the branding,
advertising, and every point of contact, people learn the brand story."
(Landa, 56) The ad has created a story a concept that is easy to understand
but makes the view think of their own stories and the events that take place in
their lives while wearing their favorite perfume.
It was my intention to make this campaign dramatic and draw the
consumer in. I want to make the consumer live a little, maybe even fantasize
for a few moments. Put themselves in the same story as the model in the
advertisement because “An ad in the form of a story, whether in a still or moving
medium, usually involving conflicts and emotions, is considered a drama.
"(Landa, 110) The events is the advertisement are "Represented
through action and dialogue, the story is told or unfolds through events or a
situation that is interesting, tense, humorous (comedy), gripping, or
emotionally involving."(Landa, 110) From the one frame to the
next, it's cohesive and effective.
Within the content I used powerful and persuasive colors.
Color theory is a smart tool to use within the creative content because "In the
design process, composition gives form to content. The coherence of the
composition depends upon how the content is ordered and shaped. An interesting
form results from a good idea and a finely honed visualization and composition."(Landa,
115) I used the color red, which translates to energy and erotic
emotion. I also used black because it represents power, elegance and mystery. I
also used pink; which reflects the feeling of femininity. These colors and
their meaning bring everything I was aiming to accomplish together. In the end,
the “A composition is the form, the whole spatial property and
structure resulting from the intentional visualization and arrangement of
graphic elements (type and visuals) in relation to one another and to the
format. "(Landa, 115)
