AXE XMAS PACKS 2011 Projekttitel CREATIVE BRIEF 06.11.2010 CONTENT AXE Effect AXE Target Group AXE Portfolio AXE Xmas Pack Design AXE Xmas Packs 2010 AXE Xmas Packs 2011 AXE Key Visuals THE AXE EFFECT Projekttitel AXE gives guys the edge in the mating game INSIGHT & BRAND PROMISE AXE Insight - true all over the globe вЂњThe mating game is a major obsession for young men. Feeling, looking and smelling good are essential to success.вЂќ Simple historical brand promise - universal need AXE makes young men smell goodвЂ¦ whichвЂ¦ Increases their confidenceвЂ¦ whichвЂ¦ Increases their chances THE AXE VALUES AND PERSONALITY Axe is sexual confidence and implied magic Axe is definitely on the guyвЂ™s side (not neutral/girl-siding) It talks to primal masculine drives The fascination with girls The desire to charm them, to win them over The battle to see off the competition But Axe deals in these things in a fun, original and WeвЂ™re having a laugh вЂ¦ not reflecting reality Originality playful way Playful fantasy Tone of communication: Funny, cool, sexy but not crossing the border of flirty teasing tone - INFORMAL THE AXE EFFECT Axe doesnвЂ™t transform a loser into a winner It enhances their natural pulling power by making them feel, look and smell great Axe helps young guys play at the top of their game AXE RULES The AXE colour is: BLACK Porn is a donвЂ™t вЂ“ The AXE brand and comms are more about wit than tits вЂ“ At its best AXE builds a world of playful fantasy вЂ“ not low budget porn Sport is a donвЂ™t Everything we do... HAS TO BE COOL! вЂ“ Being cool is the hardest thing a brand can do вЂ“ But itвЂ™s critical that AXE feels cool and desirable or guys wonвЂ™t want to buy us вЂ“ This means thinking about everything we do instore, on the web, on the can, in comms to make sure it looks and feel cool AXE Projekttitel TARGET GROUP TARGET GROUP Black вЂ“ Primal Style Seekers/ 14-25 y.o. men fairly cool but still limited on experience of women. вЂ“ Chasing girls, being chased by girls getting girls is a way of defining themselves as individuals and men. Colored вЂ“ Experimental benefit seeker/ 18-30 y.o. men with higher educational background, fairly cool but still some experience in the mating game. вЂ“ Grooming products can transform how he is perceived and feels, communication for him must be targeted, fun and engaging. OUR AXE GUY Core target> 14-25 year old (single)men Wider target> 14-40 year old men He is urban He has secondary education Peer group approval is critical for him His values: Masculine, Original, Cool, Fun, Sexy He has an average salary 12 noon AXE gives him the edge in the mating game 3 pm 9 am 9 pm 6 pm Chasing girls, being chased by girls, getting girls is a way of defining themselves as individuals and men He is increasingly into grooming - and how he looks AXE PORTFOLIO 2011 Projekttitel Axe Deo range 2011 Axe SG range 2011 XMAS PACK DESIGN Projekttitel Design MUST HAVES Visibility is critical: we use windows in all pack - The more you see from the product the better it is! We are aiming to develop an outstanding design with high shelf impact - Be in-line with 2011 over all communication We will focus on good branding - Try to communicate the gift item on the FOP Consistency in the range is a key but variety in execution is added as a learning Challenges of design Ensure differentiation within each sub range (i.e. between Black, Coloured ranges) while communicating equitable value perception Communicate via packaging value differences between each range (i.e. Core, Premium, Gift) Packaging should capture the values, personality and essence of the Axe brand DNA Create a "wow" impact with shoppers, bringing clear brand differentiation and distinctiveness on shelf, thus facilitating a price premium on gift packs Create a вЂњcoolвЂќ impact with guys that receive the gift pack, making them want to stick with Axe AXE XMAS PACKS 2010 Projekttitel AXE PACK DESIGN 2010 ECO Packs (Brand Development) AXE PACK DESIGN 2010 Bag sleeve AXE PACK DESIGN 2010 Gift Packs AXE XMAS PACKS 2010 Projekttitel AXE- ECO 1-2 packs Dark Temptation SG + BS Rise Up SG + BS Twist SG + BS Excite SG + BS Africa SG + BS Excite BS + AS AHO SG + BS Dark Temptation BS+AS AXE Gift pack 1 - Wallet Excite SG + BS DT SG + BS + AXE Gift pack 2 вЂ“ Military cap Excite SG + BS + Rise Up SG + BS AXE Gift pack 3 вЂ“ Poker Card Excite SG + BS + With new design! (Angels) Africa SG + BS AXE Gift pack 4 USB card reader USB splitter Excite SG + BS Twist SG + BS + DRAFT pictures! AXE Washbag 1 Excite SG + BS + AS DT SG + BS + AS + AXE - Citybag We are still waiting for samples KEY VISUALS Projekttitel KEY VISUALS KEY VISUALS KEY VISUALS KEY VISUALS SUMMARY Projekttitel SUMMARY Assignment: вЂ“ Developing cca. 8 ECO box creative, 8 Gift box creative and 4 sleeve creative on the basis of AXE key-visuals and the given guide Timing: вЂ“ Final design: week51 2010 вЂ“ Final creative: week7 2011 Budget: вЂ“ Please come back with the budget after the brief CONTACT VIKTГ“RIA TOMASOVICS Xmas Gifting Officer E-mail: firstname.lastname@example.org ANITA PALLГ“S Xmas Brand Builder E-mail: email@example.com ANY QUESTION? Projekttitel THANK YOU!