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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