ADPR 333 MU LTIPAGE L AYOUT
Fenty Beauty was originally founded and subsequently named after international celebrity singer Robyn Rihanna Fenty in September 2017. The brand from that start always aimed to give a genuine identity with Rihanna’s full involvement rather than a one-off endorsement. On its launch, Fenty supplied 40 different shades of makeup which has since expanded to over 90 general beauty products today. A variety of bigger makeup chains have disregarded making products for a broader market, which is where Fenty Beauty boldly steps in. The brand aims to be inclusive and diverse in the range of makeup they provide. It emphasizes the beauty of any race, nationality, or ethnicity. Fenty Beauty markets towards underrepresented women and cultures, giving them direct accessibility to products where competitors in the market might otherwise overlook them. Not only did it want to provide shades, it wanted to provide ones that were high quality and realistic.
Fenty’s target shines through directly in the brand’s ‘Beauty for All’ campaign, which showcases a visual gradient of women from all different backgrounds. All able to use Fenty’s foundation shades. But not only did it focus on providing for all skin tones, the brand also got massive support from the LGBT community for its more inclusive approach as a whole. Where the brand presents itself creatively is within the same realm of how it targets itself; it aims to break barriers in the established beauty industry and take risks. Fenty wants to set the trend instead of following the trend. Due to this progressive/proactive mindset, Fenty Beauty had one of the biggest launches of the year. It was shipped to 137 countries and made over $100 million in sales within the first 40 days. Most importantly of all, Fenty became a benchmark for the beauty industry to follow in the future.
Company history: Amazon has built itself from a book delivery service into, what it is today, one of the world’s largest companies. Currently, Amazon is identified as the industry leader in the delivery sector and is often associated with convenience by consumers. This has allowed Amazon to further diversify into many industries past delivery. ● Target: Amazon’s target audience is comprised of people who love convenience and consistency. These consumers are a large variety of ages but mainly are within the Millennial demographic. They are the pioneers of online shopping and the most educated about it. Creativity: In this ad, Amazon imagines what would happen to the world if Alexa stopped working. They, potentially accurately, predict that the world will cease to exist as normal. This is a fun and innovative way to show that Amazon knows how integrated it has become into society. ● Strategic approach: Amazon’s strategic strategy is to present themselves as being so far engrained into their consumer’s lifestyles that it would be disruptive to stop shopping through Amazon. Amazon wants customers to associate them with anything and everything that they could need.
Energy drinks work as your best friend when you need that extra boost in your step that gets you through those long, monotonous days. Red Bull has soared through the energy drink competition to become the most iconic of its kind. Sitting as the largest market for energy drinks in the world, Red Bull has dominated in establishing themselves as a powerhouse. Red Bull is currently marketed to those with active lifestyles and participate in “on edge” activities such as snowboarding and skydiving. However, that’s not how the company initially distinguished themselves. Created in 1982, Red Bull was first inspired when Dietrich Mateschitz had a drink called Krating Daeng in Thailand. He claimed that the drink cured his jet lag and would consume up to eight drinks a day. Though this isn’t the recommended intake for the beverage, Mateschitz was clearly hooked and decided to share it with the world. The name Red Bull actually comes from Krating Daeng which means Red Bull in Thai. It was initially marketed toward cab drivers and blue collar workers. When Red Bull spread to the United States, it was quickly taken under the wing of extreme sports sponsorships. This still holds true today, especially when watching events like the X-games where the logo is on pretty much every athlete’s sporting outfit. However, one of the biggest attributions to the growth of the company is its eventual association with clubbing. This gave it a special appeal for younger people who were exhausted from
working hard all week. It became popular with several drink mixers and helped shift the audience of the drink to a younger audience. “Red Bull gives you wings,” took over as the ruling catchphrase for the company. That line has been the saying that sticks in everyone’s minds when it comes to the energy drink. It’s helped catapult the company to the forefront of consumer’s minds when they need a drink with the most punch.
ADPR 333 MULTIPAGE LAYOUT SABRINA SOMMER
RED BULL
FENTY
AMAZON