Tuesday, 25 March 2014

FEMFRESH: Initial Ideas

The brief:


 The key points:



What do you want to say:

- expert skincare for down there

Who are you talking to:

women 18-24 yrs old
more time looking after themselves
actively look for beauty messages

How do you want to say it:

- viral campaign

Negative: 

- brand - embarrassment stigma attachment
- 'old, smelly women'

Unique characteristic:

- for private parts only

Negative characteristic:

- brand suggests you have smelly private parts

Turn it into positive:

- good smelling private parts - not what people think - instantly think negative smell not positive smell but it keeps them fresh

How would you sell it to men:

- take pride?
- hunky guy - like old spice ad



'smell like a woman, man.'


'now who's embarrassed'

either
- be embarrassed if a man thought you weren't clean and fresh
or
- he'd be embarrassed because you were and he wasn't


use female body for visuals?
stand out - get rid of the embarrassment of it being 'down there'

Don't reveal - imply
Use visual metaphor - literal into lateral
Symbols:

vagina
- flower
- purse
- peach

(bit of a typical approach)

Language:

the product works when its wet
sexual reference
'works just the same as you, best when wet'
'works in harmony with your body'
'works best when wet.'
'GET WET. Expert skincare for down there'

(doesn't communicate - convince them to try femfresh and make it part of routine without feeling embarrassed)


Now who's embarrassed.

visual representation of this:
male model looking away - initial thought is making the product sexy by using attractive men
then shows women handing femfresh to the man - he's the one who needs it

humorous - light hearted
uses sex appeal to sell - appropriate for the audience
women vs men spin - feminist - girl power
stigma only matters because of males opinion 

other representation:
copy that flips the negative to a positive at the end
'god you stink so fresh'

unexpected to be open about the negative stigma
friendly tone
not embarrassed anymore because you smell better


KEY - THE BRAND NEEDS TO BECOME COOL TO GET RID OF NEGATIVE ASSOCIATIONS AND NOT BE EMBARRASSED TO USE IT

not cool at the moment because it's for your 'down there' and associated with being unclean/smelly

embarrassed people:
- hide
- go red
- put hands over face
- close eyes

relate to bottom:
- put hands over front bum
- blushing bottom cheeks
- put pants over bottom


Sketches:


Other ideas/thoughts:

girls allowed
- your allowed to buy it, its not embarrassing
- don't be ashamed

don't get in a flap
- don't get embarrassed when buying it
- don't get in a mess about caring for down there

don't get in a flap, jack
- aim it at guys
- educate them about what it is to remove the stigma

don't be shy just give it a try
- not much of a statement
- doesn't stand out

nominate people to try it
- encourages a trail
- viral campaign
- don't think it'll catch on

it shouldn't smell
- doesn't have  scent to the product
- not using it should be seen as bad not using it

these I didn't feel answered both aspects of the brief, they either worked on the embarrassing side or the trying it side

therefore I tried putting it out straight and to the point

Screw the taboo, use bum shampoo

this i feel was light hearted and said what needed to be said
i also felt it had longevity as a campaign
now i want to put this into a visual

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