REVOLVE
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.
ATHLETIC FRAGRANCE
CREATIVE DIRECTION VERMILLION
CERISE
CRIMSON
CINNAMON
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
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.
SPOT HEX 032C EF4135
SPOT HEX 186C DB5225
SPOT HEX 194C B3421B
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
HOW DO YOU DO IT ?
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
POLYETHYLEaNE PLASTIC A textured smoke-colored rubber grip comprises the exterior cylinder and offers a rugged sporty feel
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
ANTERIOR VIEW (product illustration shown at 100%)
ATHLETIC FRAGRANCE
1.5”
PACKAGE CONCEPTS
PRESS BUTTON Releases fragrance
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.
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: BILLBOARDS
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
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
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.
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”.
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.
+
+ www.howdoyoudoit.com
+ www.howdoyoudoit.com
ATHLETIC FRAGRANCE FOR MEN AND WOMEN
STREET TEAM APPAREL ATHLETIC FRAGRANCE FOR MEN AND WOMEN
www.howdoyoudoit.com
ENVIRONMENTAL APPLICATION
HOW DO YOU DO IT? HOW DO YOU DO IT? ATHLETIC FRAGRANCE FOR MEN AND WOMEN
ATHLETIC FRAGRANCE FOR MEN AND WOMEN
GIVEAWAY BAGS
ATHLETIC FRAGRANCE FOR MEN AND WOMEN
www.howdoyoudoit.com ATHLETIC FRAGRANCE FOR MEN AND WOMEN
www.howdoyoudoit.com
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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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!
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PRIVACY/TERMS OF USE
Nike+ Revolve works with iPod videos
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