The Word of Mouth Project As told by Devika Dutt
The Word of Mouth Project As told by Devika Dutt
Credits Data All the women (and men), for patiently and unabashedly opened up and shared their experiences and provided all the data needed to make this project possible. Equipment Srishti School of Art, Design and Technology Srishti Films Printing Print House Cinematography Megha Bhaduri Photography Megha Bhaduri
Acknowledgments To G. Pandrang Row, for introducing me to the most persuasive, complex, eccentric and dramatic form of visual communication. To Sanjay, Girish, Manasee, Sonalee, Swati and all the other people who mentored me along the way. To my parents, for calling me with new ideas and inspirations at all sorts of odd hours of the day. To my brother and dog, for being the weirdly affectionate and boundlessly supportive. To Megha, Mrinali, Varun, Suraj, Madhul, Maithili, Achala, Shreya, Nicolai, Radha and Raaghav for making my TVC dreams come true.
About Me Understanding how advertising works has always been like having a super-power. Creating communication to make and change people’s minds is like knowing how to control their minds. With this idea in mind, working with liquor flavored condoms seemed to make the most sense. Learning to figure out how people tick and knowing what to say to them to change their minds seems to be the biggest challenge. Learning to question the basis of morals and ethics and norms and creating spaces to challenge and contradict them appropriately is the basis of my diploma project.
CONTENTS Section 1: Research
002-029
Client Brief 004 Research 008 Insights 018 Target Audience 020 Unique Insight 022
Section 2: Branding
030-079
Brand Values 032 Core Values of the Brand 034 Essence of the Brand 036 Competitve Proposition 038 Tone of Voice 040 Expected Consumer Response 042 Brand Name 044 Logo 048 Packaging 058 Collaterals 072
Section 3: Advertising Campaign
080-109
Point of Sale 082 Television Commercial 088 Print Advertising 096 Online Campaign 106
1
Research
Client Brief
The brief introduces the product as “a new range of liquor-‐flavored condoms.” The initial three flavors 006 proposed are gin, vodka and rum. The philosophy behind this new proposed range (called the X Range as of now) is to take advantage of the
steady westernization of our society. Two aspects of this westernization have been kept in mind: 1. Young women (whether married or not) are now demanding and will not compromise on their own sexual pleasure.
2. Young women are increasingly leading a very active social lifestyle (again this is both married and unmarried women) and this includes frequenting bars and having parties where they do consume fairly generous amounts of liquor.
List of Deliverables 1. A name for the product 2. Branding for the product 3. Packaging for the product 4. Options for position related to sampling and retail 5. Multimedia Advertising Campaign which includes: • Print Advertising • Online Campaign • Point of Sale Advertising
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Research
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Conversations In conversation with a large range of people, many of the insights, experiences and escapades differed, but a few things stuck out exceptionally strongly for me. 1. Most men in
commited relationships do not use condoms, unless asked. 2. Men prefer to use a condom if they are having sex with an absolute stranger. 3. it seems to be some sort of accomplishment for a
woman to buy a condom. 4. According to a pharamcist, the main consumer base of flavored condoms is 011 between the ages of 30 and 35 years.
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Competitor Analysis Looking at the competition, a few key points become clear. • Most condoms in the Indian market are aimed at men. • They are priced roughly between Rs. 5 and Rs. 10. • The range of flavored condoms were priced slightly higher. • Many of the companies also sold other related products for play and experimentation.
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Quantitative Survey After creating an extensive questionnaire, the survey was circulated via the internet, to talk to women about their preferences relating to sexual health, choices of alcohol, and buying choices. The following came up as insights from the respondents.
• Condoms are the most extensively used form of contraceptive. • This product is aimed at women between the ages of 25 and 35 years. • Most women in this age-group are sexually active and willing to
experiment with different aids. • Condoms are not positioned as a women’s product.
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Qualitative Survey The qualitative survey was based on the understanding the buying behaviour with reference to their sexual health, alcohol and other women’s products. • Women in this demographic like to drink socially.
• • •
The target audience doesn’t drink neat alcohol. They prefer a variety of cocktails.. This demographic discusses their preferences with their partners. Many of them don’t
like to buy condoms because the people in the shop/behind the counter make them uncomfortable.
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Insights
Women in this demographic like to drink socially. The target audience doesn’t drink neat alcohol. They prefer cocktails. This demographic discusses their preferences with their partners. Many of them don’t like to buy condoms because the people in the shop/behind the counter make them uncomfortable.
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From these insights, it became evident that these women knew exactly what they wanted, and they wanted (and were) equal partners in their relationships.
Target Audience
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Kavitha is 34 years old. She is married, with two children. She works in a consulting firm. Her husband, Vishnu, has his own company. Both of them travel frequently. This leaves them with very little time with
each other. Occasionally they travel together. When they are in the same place, they go out to expensive restaurants and bars. After their two kids, their intimacy levels have reduced and they have been
looking for a way to rekindle their romance, without any complications.
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Nikita is 31 years old. She has been married 3 years to a wellto-do banker named Karan. She works as a history teacher at an elite school. They have a one-year-old son named Nikhil. Karan and Nikita socialize a few times a week, either for work or just to catch up with
friends. They leave Nikhil with their parents or with the nanny when they have late nights. Both drink socially. They also share an interest in exotic cuisine and frequently try new restaurants. Karan and Nikita have planned for two children but they are
hoping to put at least 3 years between the children, and so, they have returned to buying condoms. Karan usually buys the condoms, but Nikita browses the selection at the local supermarket and makes suggestions.Â
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Karishma is 28 years old. She is a lawyer at a prestigious firm. She spends many hours a week working and likes to kick back and relax with her friends and her boyfriend. Her current relationship is with a man named Siddharth, who also works at her firm. They have
been dating over a year, and at the end of this lease, they are considering moving in together. They spend a lot of their time at work entertaining clients, which involves extravagant meals and exquisite alcohol. They also like to party occasionally. Karishma is
extremely health conscious, sometimes to the point of paranoia, and she makes an effort to be safe. In their relationship, even though Siddharth is expected to buy the condoms, Karishma also has a stash, just in case.
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Veena is 26 years old. After her college boyfriend moved to a different continent and their relationship ended on unpleasant terms, Veena has been avoiding getting into any sort of serious relationship. She works at a PR agency, and attends many parties on work.
She also parties with her friends outside of work. She casually dates men, but avoids getting into any serious committed relationship. Because of this, she frequently ends up in awkward situations where both parties have not carried protection. She considered
buying condoms but she doesn't want to seem easy. And being on birth-control pills is not something she wants to do, because she doesn't want to mess with her natural hormone cycle.
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The Influencers of the target audience include: 1. The men these women were sexually related to. 2. The women in their lives. These women are their sisters, girl-friends or roommates. 3. The sexologists associated with popular literature , magazines and social media.
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Unique Insight
“As the novelty of sex wears out, women are looking for newer, more exciting ways to reconnect with their partner, sexually.�
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2
Branding
Brand Values
1. The product is an alternative to the regular flavored condoms available in the market. 2. It is aimed at women with experience in sex, who are looking at exciting experiential alternatives. 3. Positioned as a women’s product, it is an attempt to empower these women to make choices for themselves. 4. Connotations associated to our product: 1. Safe 2. Thrilling 3. Experimental 4. Feminine 5. Acquired Taste
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Core Values of the Brand
EXTERNALLY DEMANDED
INTERNALLY GENERATED
Ease of Purchase Quality Choice of Flavor Safety Exotic Options
Precaution Comfortable Exciting Confidence Preference Independence
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Essence of the Brand
Independent feminine fun
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Competitive Proposition
Add a little extra spice to your sex life!
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Tone of Voice
Sophisticated Liberating Subtle Sexy Classy Witty
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Expected Consumer Response
“I am comfortable being a a little naughty!�
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Brand Name
046
MINX
MINX is the perfect combination of naughty and sexy, classy and risque, tasteful and sophisticated. It’s brave, bodacious and bold.
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Logo
050
Using MINX as the centre point of all ideation, I worked out a series of options that would be recognizable. I wanted to use the circle as a shape as it represents security.
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Pencil Iterations.
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Digital Iterations.
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Final Logo.
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Final Logo in color variations.
Packaging
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As my qualitative survey inferred that the target audience didn’t enjoy neat alcohol, the three flavors of condoms I suggest are Cosmopoliton, Mojito and Long Island Iced Tea.
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Color palette for the three flavors - Cosmopoliton, Mojito and Long Island Iced Tea.
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Pattern Block and Background for Cosmopoliton.
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Pattern Block and Background for Long Island Iced Tea.
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Pattern Block and Background for Mojito.
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Single Condoms.
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Condom Singles and Strips.
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Condom Box of 3.
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Condom Box of 10.
Collaterals
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This lipstick shaped dispenser allows you to always keep a condom with you, in your purse or on your dresser.
It contains only one condom, and is for the sudden urge that may come over these couples trying to spice things up.
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This dispenser comes in the form of a compact, that you can throw into your purse, or leave on your dressing
table. This would make it inconscipuous in amongst your other belongings, making it, keeping it away from members
of your family or the women who check your bags at malls and airports.
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For leaving on your nightstand, is the tissue-cumcondom dispenser. With the condoms buried at the bottom of the box, it was intended for being left on any table in the bedroom without your child or mother-in-law or maid.
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Advertising Campaign
Point of Sale
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For point of sales related planning, I explored traditional as well as alternate buying spaces. If you order your condoms online, on top of the website-specific packaging, it would be taped over with branded tape so it is immediately recognizable. At supermarkets and medical stores, the box is placed into a brown paper bag and sealed with a sticker so it is recognizable, and also away from the prying eyes of other family members when you reach home with the shopping bag.
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For alternative buying spaces, public bathrooms, with soda dispenser-inspired vending machines.
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Women-centric spaces are also being considered as active buying spaces for this product. Salons are the perfect example of this.
Television Commercial
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Story Option 2 The shot opens in a posh, yet cozy living room. Soft music plays in the background, while a man and a woman are sitting, 094 facing each other, drinks in hand, and talking. Occasionally he plays with her hair, or she touches his arm. The only time they can be heard is when they laugh. Cut to a mid-shot. The man, taking the last sip of his
drink, looks up at the woman and says, “Can I refill your glass?” She looks at her almost empty glass and then at him, and shakes her head. She plays with a lock of her own hair and smiles and says, “I have a better idea for a night-cap.” Pack Shot. He smiles and leans in, when the door-bell rings! The man and woman look at
each other, and sigh. The man walks to the door and opens it. An elderly woman is standing there. She says, “Kal tere liye nashta banega? Mujhe toh koi batata bhi nahi. Lekin agar nashta chahiye aur batayega nahi toh... Aur Bahu...”
Story Option 3 The film opens at a bar. A woman is sitting, sipping a drink, and looking over her shoulder. She turns around, and sees a man at the other end of the bar. She smiles at him, and he smiles back. He gets up and walks up to her. “Hi! My name is Siddharth.” She crosses her legs and leans towards him, “It’s nice to meet you, Siddharth. I am Anjali.”
He looks at her and says, “Hi Anjali. Can I buy you a drink?” Time lapse of them sitting at the bar, flirting over drinks. The woman laughs and slowly places her hand on his chest, and says, “So, I have an idea. Let’s take this back to my place. I have the perfect night cap in mind.” He looks at her and smiles, and they hold hands and walk towards the exit. Pack
Shot. Cut back to bar. Just as the couple are about to open the door to leave, a man comes up to the couple, thumps the man on the back and starts 095 loudly saying “Eh, Siddu. Beta, tu kaisa hai? Mujhe yaad hai?” The man turns to the woman, and politely says “Anjali, tumhe Sharma Ji yaad hai, na? Humare shaadi ke liye aye the...”
Print Advertising
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The main medium I intend to use for my print campaign are women-centric magazines. These magazines are targeted completely at women and with the content mimicing a recipe, the advertisment would be subtle, yet catchy.
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Another print medium I approached was the Sunday lifestyle supplement in newspaper. With recipes from celebrity chefs and what’s new in the culinary world, this recipe-style advertisment fits right in.
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Online Campaign
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Avoiding the conventional forms of social media for advertising, I approached online advertising with a little
bit of a twist. Snapchat allows for maximum disclosure, directly from the company, with the assurance that the
message will be destroyed after reading and will not linger for others to chance upon.
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WhatsApp is another medium, allowing me to information share between girlfriends, sisters and even roommates.
Gossip is considered the main language of communication between women, and using WhatsApp as a medium allows
the advertising to carry itself. Hence, the ‘Word of Mouth’ Project.
For more information, please visit
http://thewordofmouthproject.tumblr.com/