The Brief Bring young users to the brand. Create a campaign to convince them to try femfresh and it part of their daily personal care routine without feeling embarrassed. Audience: women 18-24 year olds who spend more time looking after themselves, who are actively looking for beauty messages.
Initial Ideas KEY - THE BRAND NEEDS TO BECOME COOL TO GET RID OF NEGATIVE ASSOCIATIONS AND NOT BE EMBARRASSED TO USE IT. Using the concept book I had been reading I applied different methods of advertising to approach this brief such as selling to the opposite sex, making the negative association the positive, don’t reveal - imply etc. This allowed me to come up with various ideas and really establish what I needed communicate.