(P2) Create a plan for a cross media advertising campaign in response to a client brief
Bulldog Advertising Campain
2024 - The Edgewell Personal Care Company is a multinational consumer products company based in Shelton, Connecticut, USA. It was established in 2015 after being spun off from Energizer Holdings. The original name of Energizer Holdings was changed to Edgewell Personal Care after the spin-off. Energizer’s battery business was also spun off and renamed Energizer Household Products, now a separate entity under Energizer Holdings.
Old Spice Advertising Campaign
The Old Spice adverts are a strange mix of advertising and satire, mocking other male personal care adverts through exaggerated stereotypes often appearing in other adverts. This mockery also extends to the meta-level. Before the 2010 Old Spice advert, they were seen as the stereotypical masculine soap, quickly falling out of style with the general population. This mix of mockery, satire, and advertising has allowed it to become wildly popular and even win awards for the style of its unique adverts.
2024 - Old Spice is an American brand that produces male grooming products such as aftershaves, deodorants, antiperspirants, shampoos, body washes, shaving cream, and soaps. The brand is owned and manufactured by Procter & Gamble.
Old Spice was initially launched as Early American Old Spice by the soap and toiletries company Shulton Inc., owned by William Lightfoot Schultz, in 1937. Initially, it was marketed towards women, but the men's line was released before Christmas at the end of that year.
Lynx Advertising Campaign
My advertising campaign is targeted towards eco-conscious individuals and activists. I aim to highlight my commitment to sustainability and environmental welfare through my unique selling proposition, which involves exclusively using organic materials in my products. I plan to unveil four multimedia adverts that will sharply contrast the detrimental impacts of harmful products against the advantages of my eco-friendly alternatives. These adverts will feature vivid imagery of wildlife flourishing in pollution-free environments. Despite time constraints, I am determined to creatively showcase the strength of my environmentally sustainable, handcrafted products. I aim to cultivate loyal customers by drawing them in with my natural packaging and zero-waste ethos. I understand that the market is highly competitive, and my greatest challenge will be establishing brand differentiation while standing out in the crowd.
Summary
My campaign targets eco-conscious individuals and activists, highlighting my dedication to environmental sustainability by using organic materials. I plan to launch four multimedia adverts that will emphasise the adverse effects of conventional products and the positive impact of my eco-friendly offerings, accompanied by images of unspoilt nature. Despite the pressure of tight deadlines, these adverts will showcase the eco-benefits of my handcrafted items to build a dedicated following that appreciates my commitment to natural, waste-free products in a crowded marketplace.
- A magazine or newspaper advert.
- An 'animated' banner or skyscraper online advert.
- A social media profile.
- Large-scale print advert.
Unlike other skincare brands, Bulldog is a men’s skincare brand from America and the UK that focuses on being gentle to the skin. The brand is owned by Edgewell Personal Care, which owns numerous other personal care brands, such as Wilkinson Sword. Bulldog has been running a popular advertising campaign in recent years featuring a talking bulldog, which is used to deliver information to viewers in a comedic way while subverting typical expectations.
2024 - The Edgewell Personal Care Company is a multinational consumer products company based in Shelton, Connecticut, USA. It was established in 2015 after being spun off from Energizer Holdings. The original name of Energizer Holdings was changed to Edgewell Personal Care after the spin-off. Energizer’s battery business was also spun off and renamed Energizer Household Products, now a separate entity under Energizer Holdings.
Old Spice Advertising Campaign
2024 - Old Spice is an American brand that produces male grooming products such as aftershaves, deodorants, antiperspirants, shampoos, body washes, shaving cream, and soaps. The brand is owned and manufactured by Procter & Gamble.
Old Spice was initially launched as Early American Old Spice by the soap and toiletries company Shulton Inc., owned by William Lightfoot Schultz, in 1937. Initially, it was marketed towards women, but the men's line was released before Christmas at the end of that year.
Lynx Advertising Campaign
Lynx deodorant, a subsidiary of Axe deodorant, has been criticised by modern consumers for its sexist and outdated advertisements that objectify women as objects of desire. The product’s popularity has been declining since the early to late 2000s due to the hostile reception of its advertisements, which promote toxic masculinity. In recent years, the brand has attempted to reinvent itself and become more in touch with modern society while relying on nostalgia in recent advertisements.
2024 - The Axe or Lynx brand is a French company that produces male grooming products. It is owned by Unilever, a company based in London and Rotterdam. The brand targets younger male consumers and is known as Lynx in the United Kingdom, Ireland, Malta, Australia, New Zealand and China.
Dove Advertising Campaign
2024 - Dove’s products are sold in over 150 countries and are made for women, men, babies, and kids. The brand’s logo features a dove silhouette, which is the inspiration behind its name. In the 1950s, while working for Lever Brothers, Vincent Lamberti received the original patents for the manufacturing of Dove.
- Must appeal to activists and be based on environmental and sustainability impacts.
- Must be environmentally sustainable.
Explicit Requirements
- 4 adverts are required.
- Adverts must be multimedia.
- Needs to be a key message.
Implicit Requirements
- The adverts should promote the environment to fit the product.
Constraints
- The time plan may affect the production and quality of the adverts.
Open Requirements
- Multiple choices of adverts that can be created.
- No constraints on the length or colours of the adverts.
Blue Sky Thinking
- Show the effect on the environment when using damaging products, etc.
- Show the environment of the animals living in an area with no pollution
- Show the animals in an environment full of plastic and waste.
- Show the process of making handmade soaps and how responsible the company and the product are.
- Nice green imagery promotes the environment, calms the natural environment when you use the product and protects nature from pollution.
Dove Advertising Campaign
Watch the video on YouTube: https://www.youtube.com/watch?v=iYhCn0jf46U
Dove is a soap brand established in 1957 that focuses on creating gentle and caring soap for sensitive skin. The primary target audience for the product has always been women, and the company has designed its advertisements to appeal to them. In recent years, Dove has been emphasising its ‘Real Beauty’ campaign, which began in 2004 and continues to this day. The campaign features women between the ages of 18 and 64 with different body types, skin colours, and disabilities using Dove products to challenge the idea that only thin, conventionally attractive women can be featured in advertisements. This advertising campaign has been very successful and has received support from various groups, including feminists, body-positive activists, and activists in general.
2024 - Dove’s products are sold in over 150 countries and are made for women, men, babies, and kids. The brand’s logo features a dove silhouette, which is the inspiration behind its name. In the 1950s, while working for Lever Brothers, Vincent Lamberti received the original patents for the manufacturing of Dove.
USP
- All Organic Materials- Must appeal to activists and be based on environmental and sustainability impacts.
- Must be environmentally sustainable.
Explicit Requirements
- 4 adverts are required.
- Adverts must be multimedia.
- Needs to be a key message.
Implicit Requirements
- The adverts should promote the environment to fit the product.
Constraints
- The time plan may affect the production and quality of the adverts.
Open Requirements
- Multiple choices of adverts that can be created.
- No constraints on the length or colours of the adverts.
Blue Sky Thinking
- Show the effect on the environment when using damaging products, etc.
- Show the environment of the animals living in an area with no pollution
- Show the animals in an environment full of plastic and waste.
- Show the process of making handmade soaps and how responsible the company and the product are.
- Nice green imagery promotes the environment, calms the natural environment when you use the product and protects nature from pollution.
- Natural Colours
- Consistent Slogan
- Keep all advertising campaigns similar
- Keep it simple
- Promote handmade products
- Ocean and tree imagery
- Not too realistic
- Catchy slogans/captions
- Consistent colour palette
SWOT The Brief
Strengths
- Friendly to the environment
- Natural Packaging
- No waste materials
- Handmade (Feels natural)
Weakness
- No brand loyalty
- Can be viewed as essential and does not stand out
- Does not say how effective the soap is
- Does not say how much is donated to charity
Opportunities
- It can be advertised in multiple places, allowing it to reach a broad audience
- The environmental factor is highly wanted and can bring in funding and investors
- Can build an environmental and natural customer base that is always growing.
Threats
- Inflating prices - more people are saving money.
- Wars can cause supplier issues
- Many similar products with the same USPs
Mindmap
Target Audience
Strengths
- Friendly to the environment
- Natural Packaging
- No waste materials
- Handmade (Feels natural)
Weakness
- No brand loyalty
- Can be viewed as essential and does not stand out
- Does not say how effective the soap is
- Does not say how much is donated to charity
Opportunities
- It can be advertised in multiple places, allowing it to reach a broad audience
- The environmental factor is highly wanted and can bring in funding and investors
- Can build an environmental and natural customer base that is always growing.
Threats
- Inflating prices - more people are saving money.
- Wars can cause supplier issues
- Many similar products with the same USPs
Mindmap
Moodboard
My advertising campaign is targeted towards eco-conscious individuals and activists. I aim to highlight my commitment to sustainability and environmental welfare through my unique selling proposition, which involves exclusively using organic materials in my products. I plan to unveil four multimedia adverts that will sharply contrast the detrimental impacts of harmful products against the advantages of my eco-friendly alternatives. These adverts will feature vivid imagery of wildlife flourishing in pollution-free environments. Despite time constraints, I am determined to creatively showcase the strength of my environmentally sustainable, handcrafted products. I aim to cultivate loyal customers by drawing them in with my natural packaging and zero-waste ethos. I understand that the market is highly competitive, and my greatest challenge will be establishing brand differentiation while standing out in the crowd.
Secondary Research
When comparing my soap brand to other brands with similar unique selling points, I noticed they all use simple advertisements with an earthy colour palette. They use bullet points to highlight the benefits of their soap in comparison to other brands and do not display the price. However, their website and social media platforms are shown, and they effectively showcase the benefits of their handmade soap, providing precise details and images of the product without going overboard with unnecessary details or too many images.
Summary
My campaign targets eco-conscious individuals and activists, highlighting my dedication to environmental sustainability by using organic materials. I plan to launch four multimedia adverts that will emphasise the adverse effects of conventional products and the positive impact of my eco-friendly offerings, accompanied by images of unspoilt nature. Despite the pressure of tight deadlines, these adverts will showcase the eco-benefits of my handcrafted items to build a dedicated following that appreciates my commitment to natural, waste-free products in a crowded marketplace.
- A magazine or newspaper advert.
- An 'animated' banner or skyscraper online advert.
- A social media profile.
- Large-scale print advert.