ADVERTISING/BRANDING

Alive

–Men’s cologne

CWK4 fashion advertising Samantha Crawford, Ariana Tarrado, Mimi Micic & Emelina Nyqvist

The product

-ALIVE-

• Perfume for young men • Low price • High image

“a product that doesn’t take life too seriously”

Target -primary

• • • • •

”young men who haven't defined their brand identity, yet”

Male 18-25 Student First job Low income

insights There is a gap between budget & high-end brands

Men decide the perfume even though their mother or girlfriend buys it for them

BOTH PRICE & IMAGE IS IMPORTANT

big MARKET GROUP WITHOUT A BRAND TO MEET THE REQUIREMENTS

MARKET

The demand for low cost fragrances has been on the rise in Spain* However, high-end brands are still dominating the market

http://www.reportlinker.com/p01011054-summary/Fragrances-in-Spain-Euromonitor-International.html

brand

-ALIVE-

“Alive is a new perfume brand for young men that is offering a fresh product to those who have grown out of their “budget” alternative and are looking for a new identity.”

Current situation

• Crowded market • Normally promoted in similar way (man, seducing a woman) • Sex-appeal

message

Live in the present, slow down and cherish the moment of being young while you still are

campaign

PRINTED AD

release party

• • • •

Scented stamps Collaboration with Vans Samples Discount vouchers

online

Brand ambassador – Kevin Bäckström

Pro snowboarder & party boy

alive

timeline YouTube video

Production - fragrance & stamps

March 1st

Produced distributed to stores

April 20th

May 5th

Launch event

March 15th

Advertising on buses social media pages launched

Product imported to Spain

Customs finalized

17th may

distribution

Method 1

Method 2

Direct distribution through e-commerce

Retail distribution through department stores and perfumerĂ­as

budget Packaging

100ml

Cost of Good

2$

Minimum order quantity

10000 pieces

Duties

18%

In store price

35 €

Profit from first order

330.000 €

Campaign Budget: 180000 € Print ads in newspapers Video 10 buses !

1 month = 15000 € 4400 € 160600 €

Thank you