BETTINA ALEXANDRA GJELLAN STUDENT NUMBER 00080963T
IN THIS BRIEF I NEEDED TO FIGURE OUT HOW TO MAKE A CONNECTION BETWEEN VICTORIA’S SECRET AND 100% FRESH FRUIT. I NEEDED TO CREATE A BRAND AND PACKAGING WITH TOUCH POINTS. SO IN THIS BOOKLET, I WILL TELL YOU HOW I DID IT AND WHY. ENJOY!
VICTORIA’S SECRET
03
BACKGROUND BRIEF
11
TOUCH POINT BRIEF
41
VS PERSONALITY
03
PACKAGING BRIEF
12
PRINT CAMPAIGN
43
VS BRAND PROMISE
03
UPS
14
BROCHURE
47
VS VISION
05
PACKAGING OBJECTS
14
BROCHURE MOCK-UP
49
VS CURRENT PORTFOLIO
07
TAGLINE
15
POINT OF SALE
50
IDEA DEVELOPING
08
TARGET MARKET
17
WEB BANNER
51
SURVEY AND RESEARCH
09
CUSTOMERS JOURNEY
19
CONCLUSION
53
FRUITS BENEFITS
10
COMPETITOR PRODUCTS
21
REFLECTION
54
BRAND DEVELOPING
22
LOGO
23
LOGO USAGE
24
TYPEFACE
25
COLOURS
26
PATTERN
27
IMAGE STYLE
28
PACKAGING INSPIRATION
29
PACKAGING DEVELOPING
30
FIRST VISUAL DIRECTION
31
SECOND VISUAL DIRECTION
33
MOCK-UP PHOTOS
35
TECHNICAL INFORMATION
37
PHOTO WWW.EROGLAMOUR.COM
PHOTO WWW.WALLPAPERSUS.COM
4
CLIENT INFORMATION
Victoria’s Secret was established by Roy
Today, Victoria’s Secret enjoys nearly
Raymond in San Francisco during the
a monopoly position on the retail of
1970s. Raymond saw an opportunity
intimate apparel in the United States.
in taking underwear of the time and turning it into fashion. Products stood
Starting from Raymond’s six stores,
apart from the traditional white cotton
Victoria’s Secret has grown into a giant
pieces, which department stores offered,
in the lingerie business. It has virtually
with colours, patterns and style that
no competitors in the women’s elegant
gave them more allure and sexiness.
lingerie market. In the more general
They combined European elegance
category of all underwear, Victoria’s
and luxury.
Secret’s sales also tower over the sales of all other underwear brands.
Even the name Victoria’s Secret was meant to conjure up images of 19th-
UNIQUE BRAND PROMISE
century England. By 1982, Raymond
Victoria’s Secret offers a lot of different
had opened six stores and launched
styles, but every product still promises
a modest catalog operation. He then
one thing
sold Victoria’s Secret to Limited Brands,
A FLATTERING FIGURE.
which took Victoria’s and sprinted away.
5
THE CLIENT VISION
“The vision of the business is to create a brand with high emotional content that makes a woman feel alluring, sophisticated and forever young – IT IS ALL ABOUT HER.”
6
PHOTO WWW.WALLPAPERSUS.COM
7
PRIMARY RESEARCH
Victoria’s Secret current portfolio
UNDERWEAR SLEEPWEAR SWIMWEAR SPORTSWEAR CLOTHING SHOES PINK BEAUTY FRESH FRUIT? 8
IDEA DEVELOPING
BRAINSTORMING I wanted to expand Victoria’s Secret’s offer to a new range, something more sexy and playful. So I made a mind map where I tried to figure out what kind of product I could make out of fruits, and I really liked the idea of body paint. It’s a fun way to do something playful from fruits.
9
SECONDARY RESEARCH
Victoria’s secret has always been focused on a healthy life style. They want a woman to feel good about herselvf and that’s all that matters. This is something we are taking to a new level. I want to develop Victoria’s Secret’s personality and make it more wilder, more playful and even more romantic.
IF THERE IS ANYTHING ALL HUMAN BEINGS HAVE IN COMMON, IT’S THAT WE ALL ENJOY SEX WITH OUR LOVED ONE. Sex is interesting and it get’s easily attention from everyone. An article written by Bettina Arndt in CourierMail could tell us that that 39,2% of all men in Australia want more sex with 53.3% also hoping it will be more interesting. This was based on a survey conducted in 2011.
43,3% ARE AFTER MORE SEX AND 44,4% WANT TO ADD SPICE TO IT. She aslo could tell that:
1OF2 Of Australian couples want to make sex more fun. We wanted to make a product that will improve peoples sex life and focus on fun and romance, because fruit is a playful food. We will get a new market arena and develop the brand.
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SECONDARY RESEARCH
THE FRUITS I’M USING Mango and pineapple juice have both
Raspberry and strawberry can boost
been reported to improve the taste and
your sex drive because of the high levels
scent of vaginal discharge. Mango juice
of zinc, who’s associated with sex. They
naturally combats unhealthy bacteria
contain large amounts of anti-oxidants
in the urinary tract system, so this will
which help blood flow to the sexual
help improve the smell of urine as well.
organs. In males, zinc regulates the level of testosterone which is needed for
Even if you only drink a glass of one
sperm production. A man can deplete
of these juices a day, you can still see
his body’s entire zinc supply if he has
changes. The pineapple juice trick works
sex three times in 24 hours.
for men too, so if you live with your partner, consider getting him to try it
In women, the higher the zinc level the
with you.
quicker the body apparently prepares itself for sex. So the point is:
EVERY TIME YOU HAVE SEX, OR WANT TO READY YOURSELF OR YOUR PARTNER FOR SEX, YOU SHOULD CONSUME A HANDFUL OF RASPBERRIES OR STRAWBERRIES. And it’s not just the zinc content of the berries which is beneficial in the bedroom. They have the lowest glycaemic load of any fruit, meaning they provide sustained energy levels at only a few calories.
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PACKAGING BRIEF
BACKGROUND Victoria’s secret has always been focused on a health and all the products they are selling promise the same thing; a flattering body. They want the woman to feel good about themselves and that’s all that matters. This is something the new sub-brand is going to take to a new level.
I WILL BRING THE VS’S WILD SIDE OUT ON THE MARKET. Get you and your partner to have a erotic and playful night together in a healthy way so it will make it more comfortable, knowing you don’t lick and suck up chocolate and sugar, but fresh fruit and berries. Everyone know’s that chocolate can turn you on, but if you didn’t know, some fruit and berries has the same power and also give you more energy at the same time, that’s what Victoria’s secret want to change on the market.
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PACKAGING BRIEF
BRIEF After I did some research on different
you on and even make your intime body
types of fruit’s, I found out that some
parts taste and smell better. You can play
fruit’s has the opportunity to get you
and you can feel comfortable about your
in the “mood” like chocolate has. After
body, and let your partner experience
some brainstorming on chocolate
how fresh and tasty Victoria’s secret
product’s that has a lot of focus on fun
can get you.
and romance but also could be playful, I chose body icing.
It’s not something smutty you’ll find on King’s cross. It’s not something
Victoria’s secret want to take this
you play with on your own, and it’s
concept and make a healthier option.
not something you put on top of your ice cream or cakes. Body icing
IT WILL BE FRESH FRUIT’S AND BERRIES, CRUSHED INTO A PUREE SO YOU CAN ENJOY IT ON YOUR PARTNERS BODY. So now you can get your romantic date to the next level. Play with your partner, enjoy and feel fresh after.There is no product like this being on the market now. For Victoria’s Secret as a brand,
is anything edible applied onto the body and is usually related to
SEX.
Forbidden Fruit are doing this in a more
this will make them more visible as
healthy and tasty way. It’s a romantic
they go the next step on their romantic
and playful opportunity to spice up your
personality.
relationship or to just have fun after a romantic date.
We have chosen the name Forbidden fruit, because forbidden fruit is a metaphor that describes any object of
POSITIONING:
desire (especially sexual desire) whose
Victoria’s Secret has a exclusive and
appeal results from the knowledge that
romantic positioning in the market
it should not be obtained.
world wide. Since Forbidden Fruit is going to be sold in Victoria’s Secret
BRAND CONCEPT
store, it will be an exclusive product
Forbidden Fruit is a fruit icing that will
compare to what the fruit would cost
give you a romantic, wild and playful
in the supermarket. But the price is not
night with your partner. Some fruit’s
going to be so high, we will focus more
and berries has the opportunity to turn
on the romantic and fun part.
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BRAND PERSONALITY
If the product would be an animal, it would be a big and wild, e x c l u s i v e a n d p l a y f u l l e o p a rd . If the product would be a person, it would be Megan Fox because she’s a sex symbol, has an amazing body and you can feel the wild from her. If the product would be a car, it would be Ferrari F70, because it’s a wild car how looks so sexy, that you have to turn around if it’s drive past.
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EXPLORE FRUIT WITH YOUR PARTNER
PACKAGING BRIEF
SINGLE MINDED PROPOSITION (USP)
PACKAGING OBJECTIVES
The product is offering a new way to
The package will keep the fruit fresh
explore fruit with your partner. Fruit can
and make it easy for the customers to
be a erotic and fun thing to play with,
communicate.
and give you a happy ending on your romantic night. It’s delicious, you’ll get a
It will look sensual, but it’s a Victoria’s
wild experience and you’re still keeping
secret product, so it has to look exclusive
your healthy lifestyle.
and classic.
The product is within the category of
Forbidden fruit will resonates with a bit
impulsive buys, you don’t plan to buy it
femininity and elegance, because it will
and try it. You’ll see it and get tempted
mostly be the woman who is going to
to buy it, and surprise your partner.
buy the products.
THE LANGUAGE WILL BE CLASSIC AND SEXY
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PHOTO WWW.WALLPAPERSUS.COM
BRAND TAGLINE
Classic but wild “Wild and erotic” “Let’s get wild” “Wanna be my playmate” “All good things are wild” “Feel wild” “Let the wild side out” “Classy but wild” “Inside all of us, it’s a wild thing” “Taste the wild” I have chosen to use “classy but wild”, because Victoria’s secret is classy and elegant, but this product will show a wild and playful side of you.
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TARGET AUDIENCE
Approx 28% of population Mostly female (and male) age 20-30. Average/good work, good economics and high education. Respond to new idea’s, messages that acknowledge they are smart, fun and sense of community. My typical target audience has a good confidence and are sure about her/his body. Feel comfortable naked when she/ he is with her/his partner. The typical girl who buy this product are a girl who is study or working. She has a boyfriend, who’s study or working as well, so they get together on the evening. The girl love to make dinner for her boyfriend and use to have it ready then his home from work. They love to watch a movie together and cuddle on the sofa, and later move to the bedroom. The typical couple for this product have been together for a long time, have a healthy and adventurous sex life and know what each other likes. Foreplay is important and they think
SEX TOYS ARE FUN.
18
PHOTO BETTINA A.GJELLAN
PRIMARY TARGET AUDIENCE: GEN-Y
TARGET AUDIENCE
SECONDARY TARGET AUDIENCE: GEN-X
more. When they come home from
Approx 17% of populations
work, they’re having dinner with the
Male and female age 30-40.
whole family and after that they need
They have an average economics, is
to make sure the children do what they
educated and have a average/good job.
need to do until they are going to bed.
Respond to themselves reflected in
By the time they are going to bed, the
images or messages, style and luxury
parents are exhausted.
good and mass-market. They feel that they need to do something A lot of married couples feel like their
with the SEX LIFE, and want to spice it
sex life need to be spiced up. They don’t
up. They know each other very well and
enjoy the sex that much any more, and
don’t mind exploring new stuff.
feel they don’t have time or energy for it. A typical couple who buy’s this product
TERTIARY TARGET AUDIENCE: OTHERS
has been married for a long time, and
Some younger people can be in age 16-
has 2-3 kids. Has a really busy week
20 and been together with their partner
with, job, children, activities and other
for a while, who’s not afraid to explore
stuff, and they feel they don’t have that
new things with his/her partner. It’s also
much time to enjoy each other any
some older people, from the age 40-60 who could enjoy this.
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CUSTOMERS JOURNEY
FROM OTHERS ANNIVERSARY
VS WEBPAGE
ROMANTIC WEEKEND PRINT ADS AND LAUNCHING STAND
AWARENESS
EVENT
HOW THEY KNOW THE BRAND?
WHAT PROMPTS THEM TO BUY?
SPICE UP YOUR RELATIONSHIP
HIGH QUALITY OF THE FRUIT AND BERRIES, 100% FRESH MAKE YOU FELL SPECIAL
HEALTHIER CHOICE
SPECIAL OFFERS ON SPECIAL OCCASIONS COSTUMERS SURVEY AND FOLLOW UP ON EMAIL
EASY TO USE
POST-SHOP
CAPTIVATE
BRAND LOYALTY?
EMOTIONAL EXPERIENCE?
20
CUSTOMERS JOURNEY
PRE-PURCHASE Victoria’s Secret don’t reach out for customers and they don’t use that much advertisement. But if you ever bought COMPAIR PRICE WITH SIMULAR BRANDS INFO GATHERING/ DISCUST WITH OTHERS
something from the online store, you will receive a mail every day. You will also get a catalogue when you receive your pack from them.
COMPAIR WITH SIMULAR PRODUCT RECOMMENDATION
They trust their consumers and don’t feel like they need to do that much more. But since this will be a whole new product for Victoria’s Secret, I’m making
PRE SHOP
a campaign. So the target audience will
CUSTOMERS RESEARCH?
know about the new product thru print ads like posters, shelving system and a folder in store. They will also see web banners on the internet.
PURCHASE When you arrive the store, you will find SEXY AND ROMANTIC ENVIRONMENT
the products in the lingerie department. The products will be on a shelving SERVICE AND KNOWLEGDE FROM STAFF
system to show off and be placed around beside the sexiest sleep and underwear, so it will be in a sexy environment.
POST- PURCHASE After you have purchased Forbidden RELAXING MUSIC A LITTLE COLD
Fruit, you will tell your friends about it and recommend it to them. It’s always fresh fruits and berries, so the product will be in good quality.
IN THE VS STORE PHYSICAL EXPERIENCE? 21
COMPETITIVE PRODUCTS
This product wont have that much competitive products on the market. You will find similar products, mostly made of chocolate but some with other flavours as well, but nothing 100% natural and fresh. So this products biggest competitive will be: Kama sutra, Heavenly and Chocoholics.
I like the Kama Sutra one, but I don’t feel like these products is playful as they should be. You get the chocolate feeling of the first one and the last one. But I feel the second one looks like regular paint. I really wants to stand out from these. I need to play with colours and make it more playful.
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LOGO PROCESS
bi
dden fr
t
Fo
ui
r
LOGO DEVELOPING
i
c
v
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et
by c
to se ria’s
LOGO PROCESS I wanted the logo to look classic and
that one, tried to put it in a circle, but
elegant, but also want it to give it a
it didn’t went that well. The Victoria’s
romantic feeling. I don’t want the logo
Secret brand essence was not evident,
to give you a “sex” feeling, that would
so I kept the circle and used a elegant
look trashy and cheap.
and clean font instead.
When I first started with the sketches I
I made the logo romantic and a bit
had no idea what I wanted. After I tried
vintage. Took the two f ’s from the name
a lot of variants, I worked a lot with
and made a heart so it would show that
a handmade one, struggled a lot with
this product is for couples.
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THE FINAL LOGO
LOGO USAGE The logo has the colours black and white, to illustrate the classic and “old” Victoria’s Secret feeling. It is not allowed to change the colours, it will be used like this in everything. You are not allow to put the logo on a black background, but on white, colours and pictures. The logo is a unique element in the sub-brand and will only be used as it is all the time.
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LOGO USAGE AND SIZE
CLEAR SPACE Forbidden Fruit’s logo is most effective when placed with two times the hearts from the logo. You are not allowed to put any text or elements closer.
MINIMUM SIZE The minimum size of the logo is 40x40mm, and are not suppose to be smaller.
40 x 40mm
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TYPEFACE USAGE
Vinyl Regular
Adobe Garamond Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Honey Script Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Vinyl is the profile font. It's feminine
Adobe Garamond Pro is the body text. Is
bold font. It is sexy and recognisable.
a classic and nice font that is really good
It is easy to see and easy to read. I use
to read in body texts. The font can only
that in every headings and sub-headings.
be used in black, white and Forbidden Fruits pink and yellow colour.
The font can only be used in black, white and Forbidden Fruits pink and
Honey Script is the support font. The
yellow colour, but it has to be in all-caps
only time you are allowed to use that
all the time.
is in Forbidden Fruit's tagline “Classic but wild” in all the colours Forbidden Fruit are using.
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COLOURS
CMYK: 06, 96, 45, 00
CMYK: 04, 19, 94, 0
CMYK: 75,68,67,90
RGB: 225, 43, 98
RGB: 246, 202, 41
RGB: 0,0,0
WEB: E12862
WEB: F6CA29
WEB: FFFFFF
I picked the colours out of the fruit’s
The yellow colour will illustrate the
and berries I use in the product so it
mango and pineapple, and also the
will get easy to know the difference of
colour of fun and wildness. And I use
the product and the flavours. The red/
a lot of black as well, to get some nice
pink colour will illustrate the strawberry
contrast in the design. The black do also
and raspberry, and also the colour of
illustrate that this is a night product.
love and romance.
27
THE PATTERN STYLE
This pattern will be used to illustrate the flavours. The pink is raspberry and pineapple and the yellow is strawberry and mango. You can also use the icons alone in folders.
28
THE IMAGE STYLE
I have chose to use duo colours in my image style. I do this to get more sexiness and create more interesting look then just a regular image.
29
PACKAGING INSPIRATION
I tried to find some inspiration on what kind of style I wanted my package to be in. I wanted something classic and sexy, but I also needed to look fresh. So the first one is from Victoria’s Secret, here they used images of models on the pack, something I liked. I picked the second one because I liked the way they show the flavours. I looked up a lot of condoms packaging, to find a suitable way to show my fruit as well, but I didn’t find anything I liked. The last one is a squeeze tube from Victoria’s Secret. I really liked the way they used the type. Clean and classic!
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PACKAGING SKETCHES
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VISUAL DIRECTION ONE
NEEDED TO BE MORE PLAYFUL
On this idea, I wanted to make it
So I made a texture with colours from
look classy. I made a pattern out of
the fruit to show the variants. When I
illustrations of the fruit's and berries
tried printed it out and build it up, I
I'm using. I also made symbol of hand-
didn't get the feeling of what kind of a
cuffs, whip, heart and lips to get the
product this was. The colours was boring
playful feeling. To get it really classic,
and the package was not playful.
I wanted to have the pattern and the package in black.
So I understand then, that I needed to work with the colours and try using the
To show the two different variants, I
fruit's on the pack so you also could get
wanted to make something artistic since
the Victoria's Secret look.
this is kinda an artistic product.
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PHOTO MOCK-UP
33
VISUAL DIRECTION TWO
THE FINAL DIRECTION
After I tried out a couple of different
I used close-up photos so you don’t see
visual directions, I saw what I had to
the whole fruit, I only showed the fruit
do. The product was not as playful and
texture. I also change the typeface to a
fun as I wanted it to be.
bolder one cause I felt that the one I used on my first visual direction was to
You didn’t got that much of a Victoria’s
light. It needed a more playful and sexy
Secret feeling that I wanted the product
font, so you can read the product from
to have. So after I printed them out and
a longer distance.
saw them physically, I figured out what I had to do.
I felt that the product was too classic with the black on black pattern as well,
The first thing I did was to get images
so I changed the it to the colours I use
of the fruits on it, so people can under-
on the different various. With thees
stand right away that this is fresh fruit.
changes, I feel this product fit to the personality. You get the playful feeling
I WANTED THE FRUIT TO LOOK INTERESTING AND SEXY ON THE PACKAGE
34
in the same time that you can see that this is a Victoria’s Secret product.
PHOTO MOCK-UP
35
36
37
PACKAGING FUNCTIONS
This model will show you how to open the box. It’s a classic packaging so it will be easy for the consumers to open it up and get the product out. The images on the other page will show you.
38
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PACKAGING KNIFE LINE
FOLD GLUE
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INFORMATION
Bettina Alexandra Gjellan MAY 2013
COLOURS
KNIFLINE BLEED
35mm 75mm 40mm
What is better than fresh fruits and berries? Better than sex? Having them both at the same time? Write the sweetest declaration of love on your lovers skin with this fresh body icing, then kiss it slowly. Virtually fat free, you will enjoy all the pleasure with none guilt.
PINEAPPLE&RASPBERRY
100%
INGREDIENTS: pineapple 60%, raspberry 40% ALL NATRUAL
FRESH
280mm
130mm
classy but wild SERVE YO UR PARTNER A DELICIOUS FRESH FRUIT DESSERT FROM YOUR B ODY
FRUIT
BODY ICING
BEST BEFORE: 3 DAYS AFTER OPENING STORE IN A COOL, DRY PL ACE
classy but wild
250mL
250mL
40mm 75mm
1 234567 890128
35mm
17mm
60mm
60mm
60mm
60mm
257mm
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TOUCH POINT BRIEF
HOW AND WHERE WILL THE PRODUCT WILL BE SOLD Victoria Secret don’t have their prod-
partner, they will see Forbidden Fruit
ucts anywhere other than Victoria’s
and get tempted to buy it. The product
Secret stores and this is something we
is within the category of impulsive buys.
will continue doing. Victoria’s Secret
You’ll see it and get tempted to buy it,
is almost every girls favourite store,
and surprise your partner.
and you get a special feeling when you are there.
STYLE The package will look sensual, playful
I want the product to be a 100%
and romantic, but it’s a Victoria’s secret
Victoria’s Secret classic product and
product, so it has to look exclusive,
don’t be a product you can find at the
elegant and classic as well.
supermarket or in any adult stores. The product will have a feminine, So the products will be in every
elegant tonality, because it will mostly
Victoria’s Secret store and the products
be the woman who’s going to buy it.
will be placed beside the underwear and sleepwear.
The language will be classic, wild and romantic. So we have to take some of
42
So when the consumers are coming to
these into our campaign as well. But
by some sexy sleep and underwear for
we want to keep a clean design, so the
a romantic date or weekend with their
product will get the attention.
TOUCH POINT BRIEF
MEDIA I will use media like posters, brochure
chocolate products. I’ve chose take a
and a web banner.
healthy direction with the product, this
EMOTIONAL RESONANCE
differentiates Forbidden Fruit from the competitors, so it a huge difference in
The emotional reaction that I want to
my products. If you want to buy some
give is curiosity, romance and sexiness.
of the products from these brands, you
TONE AND MANNER
have to order it online. They don’t sell the products in any stores and they don’t
The tone and manner of the touch
promote them at all. No advertisement
points should be romantic and wild.
and no other touch points.
The language should be interesting, romantic and a bit sexy, but it should
DISTRIBUTION STRATEGY
play with Victoria’s Secret language
Promotional media will be launched
as well. Naturally, the fruit should be
just before Valentines day. This is the
included somehow as well, in a sexy way.
time of year when most people want to express their love for a partner, so this
COMPETITIVE PRODUCTS
is the perfect occasion for the launch. Someone does it with roses, cards and
Kama sutra, Heavently and Chocoholics
chocolate. Other does it with homemade
has kinda the same concept that you
dinner, roses on bed or on a hotel. So
can paint your partners body in
this will be the perfect occasion for my
THE PRODUCT WILL HAVE A FEMININE, ELEGANT TONALITY. THE LANGUAGE WILL BE CLASSIC, WILD AND ROMANTIC
product releasing. Forbidden Fruit are going to do this by print ads in VS stores and in magazines. Victoria’s Secret doesn’t use that much advertisement, but since this is a whole new product in a new range, they want to make sure that the target audience will notice this. I also want to give out our free tasting samples so they actually can taste it and see what kind of product this really is.
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CAMPAIGN POSTERS
Since the target group were defined as outgoing and open-minded people, we chose to make a print media. This will be placed in magazines like “TIME OUT” and “The Beast”. This is a free magazine that contains everything thats going on in Sydney of events, dining, nightlife etc. The campaign is also going to be inside the stores where the lingerie is, so the consumers can make a connection with the new product and underwear and sleepwear With this campaign people can get to know Forbidden Fruit. With some sexy images of Victoria’s Secret models on, it will create curiosity. It will get attention from the target audience and they will get to know the products.
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CAMPAIGN IN SITU
The posters will be placed around the store, it will mostly be in the underwear section. The products will be around there as well, so people get curious and they will pick it up and have a look. PHOTO WWW.ISPIRA.COM
46
CAMPAIGN IN SITU
This shows you how the campaign will look like in a magazine. Magazine Advertisements will be full page to get maximum attention. Using a free magazine like this, will make it easy to
PHOTO BJĂ˜RN ERIK NYHUUS
show the product to the target audience.
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CAMPAIGN
BROCHURE
BROCHURE Together with our tasting samples I will give the consumers a mini folder/ brochure where the taste will be glued in, so they can ready about that the product is, how you will use it and the benefits of the fruits.
130MM
240MM
48
PHOTO MOCK-UP
49
BROCHURE FUNCTION
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POINT OF SALE
POINT OF SALE I’m using point of sale so I can put my products and brochure on the counter so when people are wanting to pay they will see Forbidden Fruit and get a brochure. The point of sale will be placed around in the store as well, with the underwear. On the launching week, they will be giving out free samples of the product. I feel that this is the best way to launch the product. With this, the consumers
PHOTO WWW.ISPIRA.COM
can taste the product.
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DIGITAL CAMPAIGN
SOCIAL MEDIA Facebook is now at 1.06 billion monthly active users where the average Facebook user is 38 years old. So I made a Facebook page for Forbidden Fruit so people can get an awareness of the product. Victoria’s Secret has a Facebook page for most of their products so I felt Forbidden Fruit needed a page as well.
WEB BANNER I also made a web banner that you will see on pages like “TIME OUT”, Victoria’s Secrets webpage and other gossip pages.It will feature from 4pm to capture the time slot that my target audiene tend to be online. The size I’ve chose on the banner is 125mm x 125mm and I’ve also using 728 x 90 where I will have my message and tagline.
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ANIMATED BANNER
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MY CONCLUSION
VICTORIA’S SECRET IS KNOW FOR THE MOST SEXY AND ROMANTIC UNDERWEAR IN THE WORLD. BUT PEOPLE LOVE TO EXPLORE NEW WAYS TO GET MORE INTIMATE WITH THEIR PARTNER. FORBIDDEN FRUIT WILL GET YOUR WILD SIDE OUT AND YOU CAN WRITE THE SWEETEST OR SEXIEST DECLARATION OF LOVE ON YOUR LOVERS SKIN THEN KISS IT SLOWLY OFF. SO IMPROVE YOUR SEX LIFE WITH FRESH FRUIT BODY ICING, FROM VICTORIA’S SECRET.
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MY REFLECTION
Our group chose Victoria's Secret as our
do something different from what I
client without. We all got really exited
have made before, and since I could
about and started to do our research.
make whatever I wanted to, I chose
We did all the research about our client
this one. It made my research and
together and everything went really well.
concept developing much more
After this we had to work by ourself
fun and interesting as well. I think
and I started to brainstorm ideas on
packaging is really fun but in the same
what kind of product I wanted to make.
time really hard. But with good help and feedback from the lecture, I'm
I found it a bit difficult in the
really happy with the result.
beginning, it's hard to find a product you can make with fresh fruit and
The design process have been really
nothing else, especially for a brand
long. I have worked really hard with
like Victoria's Secret, but it's no fun
this assignment but I have enjoyed
without a challenge. After I came up
most of the time. Overall I've learn a
with several ideas, I chose to work
lot in this subject and I'm really happy
with the body icing one. I wanted to
with everything. Thank you.
PHOTO WWW.ISPIRA.COM
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Classic but wild
BY VICTORIA’S SECRET