REVOLVE

REVOLVE

REVOLVE ATHLETIC FRAGRANCE

CREATIVE DIRECTION

CREATIVE STRATEGY An athletically inspired body spray, REVOLVE has created to ease the transition from gym life to real life. REVOLVE was designed to help the active consumer accomplish their fitness, professional, and personal goals. These ideas have been realized through themes of motion and interaction through the product design with tactile material, as well as in secondary promotional components through conversational and playful copy. Additionally, REVOLVE achieves this consumer interaction in it’s adaptation of the classic Nike byline, “Just Do it,” and morphs it into a more personal question: “how do you do it?”. By engaging the consumer through this question, REVOLVE hopes to identify with the end user on meaningful level that reinforces the larger Nike brand.

ART DIRECTION Themes of motion and interaction were achieved with the development of a twist-bottom package. Aluminum and Polyethelene plastic deliver a tactile approach while exterior grips were added to increase the athleticism of the product design. Smoke and Vermillion colors were used to appeal to masculine sensibilities on the mens package. Although both scents share the same package design, it became especially necessary to use vibrant yet distinctly feminine colors to distinguish the scents. The colors Snow and Pomegranate achieve this feminine appeal, and also soften the juxtaposition between materials. A circular pattern reminiscent of the gripped texture of the package design recurs also throughout the media to bring further emphasis back to the actual product, while providing a visual rhythm and form language.

MENS COLOR PALETTE A fiery inspiration drove the men’s palette to transition through vibrant red oranges to deep Burgundies and warm grays and blacks with Vermilion and Smoke as the primary colors and the other four colors to complement. This high contrast, masculine combination drives the branding, and packaging elements of Nike+ REVOLVE for men.

VERMILLION

SMOKE

PITCH

SPOT HEX 425C 58595B

SPOT HEX 433C 162732

PROCESS PROCESS PROCESS PROCESS PROCESS C0, M80, Y95, K0 C0, M80, Y95, K10 C0, M80, Y95, K30 C45, M90, Y9, K15 C0, M0, Y0, K80

PROCESS C0, M0, Y0, K90

SPOT HEX 032C EF4135

CERISE

CRIMSON

SPOT HEX 186C DB5225

SPOT HEX 194C B3421B

CINNAMON

SPOT HEX 506C 8A2629

MATERIALS ALUMINUM Recycled brushed aluminum comprises the interior cylinder of the men’s product with a natural finish

POLYETHYLENE PLASTIC A textured smoke-colored rubber grip comprises the exterior cylinder and offers a rugged sporty feel

WOMENS COLOR PALETTE Energetic tones from nature were the influence behind the color story for the women’s product. The addition of a third hue within the women’s palette offers a softer shift (in contrast with the starkness of two-tones men’s palette) through the primary colors. Daisy and Pomegranate, that drives the branding, packaging, and advertising elements of REVOLVE for women.

SNOW

GRANITE

DAISY

MUSTARD

POMEGRANATE AUBERGINE

SPOT HEX (paper) FFFFFF

SPOT HEX 1C EFF0F0

SPOT HEX 102C FFF204

SPOT HEX 108C FFE513

SPOT HEX 234C AF006E

SPOT HEX 242C 822C60

PROCESS C0, M0, Y0, K0

PROCESS C0, M0, Y0, K6

PROCESS C0, M0, Y95, K0

PROCESS C0, M0, Y95, K6

PROCESS PROCESS C6, M100, Y0, K26 C26, M86, Y13, K38

MATERIALS ALUMINUM Recycled brushed aluminum comprises the interior cylinder of the men’s product with a natural finish

POLYETHYLENE PLASTIC A textured pomegranate colored rubber grip comprises the exterior cylinder and offers a rugged sporty feel

HOW DO YOU DO IT ?

An offspring of the classic Nike “Just Do It” tag line, “How Do You Do It?” knows that customers are doing whatever it takes to make their athletic, professional, and personal goals a reality. Through engaging the consumer through a comprehensive viral component, REVOLVE strives to empower consumers with moving human-interest stories of people overcoming challenges to make their goals an everyday reality.

REVOLVE ATHLETIC FRAGRANCE

PACKAGE CONCEPTS

PRODUCT OVERVIEW Driven by themes of motion and athletic performance, movement became a critical element in the concept behind REVOLVE’s product design. Package was designed that utilized rotation to activate the spray nozzle, and also to reveal information about the scent and brand. Because of the tactile nature of the product, it became necessary that the materials chosen were distinct, creating a lasting impression on the user. For these reasons, polyethylene plastic material was chosen for the outer rotating sleeve, while sleek, brushed aluminum was selected for the inner stationary cylinder.

ANTERIOR VIEW (product illustration shown at 100%)

1.5”

PRESS BUTTON Releases fragrance

5”

DIECUT

Cutaway reveals brand mark and scent

TWIST Rotate interior cylinder to align nozzle and spray

POSTERIOR VIEW (product illustration shown with rotation and without)

NOZZLE

DIECUT

Source of spray

Reveals Logo +

+

ROTATION Ingredients & copy

REVOLVE ATHLETIC FRAGRANCE

PRINT CAMPAIGN

ADVERTISING STRATEGY The launch campaign for Nike+ REVOLVE is designed to reach the target base in a traditional, yet proven way. The audience is reached using humor and conversational copy, in order to appeal to those with active lifestyles. The posters simplicity promotes Nike’s overall approach, although depending on the location of the magazine posters, the appropriate sex can be targeted using the different messages. The campaign is to be launched in high traffic areas of media via, magazine ads, billboards and. park posters, The attention of the viewer is engaged by vibrant colors and humorous phrase, encouraging the participant to ask “how does Nike + REVOLVE body spray helm me do it?”

PUBLICATION Our advertisements are designed to reach the specified target according to the magazine. The gender colored themes make ad placement versatile in both men’s and women’s magazines. So versatile that it is as simple as revolving from one ad to the next according to the fender that the magazine is targeting.

OUT-OF-HOME SIGNAGE: MONUMENTS Out-of-home signage follows the a similar convention as the magazine ad series, and can be placed in areas of athletic leisure such as parks, athletic events and outdoor venues. Playful copy and the revolve mark are again utilized to bring cohesion to the print advertising strategy.

YOU TURN IT ON

IT RETURNS THE FAVOR RUN LIKE A GIRL

AND SMELL LIKE ONE TOO

ATHLETIC FRAGRANCE FOR MEN AND WOMEN

www.howdoyoudoit.com ATHLETIC FRAGRANCE FOR MEN AND WOMEN

OUT-OF-HOME SIGNAGE: BILLBOARDS This out-of-home method uses two-turn billboards or an LCD display in prominent urban settings to display the REVOLVE message. The first board utilizes a large field of REVOLVE Vermilion together with playful copy. The transition reveals an dominant product shot while promoting the Nike+ REVOLVE website.

REVOLVE ATHLETIC FRAGRANCE

VIRAL ADVERTISING

STRATEGY The viral component of the revolve product launch has become the center of the launch campaign due to its ability to engage consumers with the product directly. The launch event will take place across 5 major US cities where Nike street team reps will go out into a community for 1-2 days and install an erasable whiteboard in a prominent public place. Here, passerby can talk to the street team, receive a free sample of REVOLVE, and let their city know how they remain active despite busy schedules, otherwise: “how they do it�.

MOBILE COMPONENT Partnering with Nike+ has allowed REVOLVE the opportunity to plug-in with iPod. A specially developed version of the iCal for iPod has been developed to help consumers manage their busy schedules to do more.

MONDAY TUESDAY WEDNESDAY THURSDAY MONDAY

ATHLETIC FRAGRANCE FOR MEN AND WOMEN

FRIDAY TUESDAY SATURDAY WEDNESDAY

www.howdoyoudoit.com

SUNDAY THURSDAY

ATHLETIC FRAGRANCE FOR MEN AND WOMEN

FRIDAY SATURDAY

www.howdoyoudoit.com

SUNDAY

STREET TEAM Nike Street team members will be recruited to mount white boards like these in prominent public places such as public transportation hubs where they will interact with consumers and encourage them to write down how they make life happen to promote the product.

ENVIRONMENTAL APPLICATION

HOW DO YOU DO IT? HOW DO YOU DO IT?

ATHLETIC FRAGRANCE FOR MEN AND WOMEN

www.howdoyoudoit.com ATHLETIC FRAGRANCE FOR MEN AND WOMEN

www.howdoyoudoit.com

+

+ www.howdoyoudoit.com

+ www.howdoyoudoit.com

ATHLETIC FRAGRANCE FOR MEN AND WOMEN

STREET TEAM APPAREL ATHLETIC FRAGRANCE FOR MEN AND WOMEN

www.howdoyoudoit.com

ATHLETIC FRAGRANCE FOR MEN AND WOMEN

ATHLETIC FRAGRANCE FOR MEN AND WOMEN

GIVEAWAY BAGS

MICROSITE A microsite will feature an online forum where users can learn more about the fragrance, where to buy it, find out if a street team will be coming to their metro area. Also, users can learn how to integrate the Nike+ iPod component to maximize their workout experience.

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REVOLVE

NEWSLETTER

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FRAGRANCE FOR MEN check out the newest line of atheltically inspired tea tree fragrances, and see how they can help you do it learn how you can do it

FRAGRANCE FOR WOMEN let the sweet scent of Revolve pomegranate bodyspray refresh your your day and help you keep doing it +

learn how you can do it

New cities announced!

Tell us how you do it forum

come see Revolve in action

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CUSTOMER SERVICE

Paola Zini US Women’s World Cup Coach tells us how she

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PRIVACY/TERMS OF USE

Nike+ Revolve works with iPod videos

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