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AXE Gift pack 2

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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
“The mating game is a major obsession for young men.
Feeling, looking and smelling good are essential to success.”
Simple historical brand promise - universal need
AXE makes young men smell good… which…
Increases their confidence… which…
Increases their chances
THE AXE VALUES AND PERSONALITY
Axe is sexual confidence and implied magic
Axe is definitely on the guy’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
We’re having a laugh … 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
doesn’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 don’t
– The AXE brand and comms are more about wit than tits
– At its best AXE builds a world of playful fantasy – not low
budget porn
Sport is a don’t
Everything we do... HAS TO BE COOL!
– Being cool is the hardest thing a brand can do
– But it’s critical that AXE feels cool and desirable or guys won’t
want to buy us
– 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
– Primal Style Seekers/ 14-25 y.o. men fairly
cool but still limited on experience of women.
– Chasing girls, being chased by girls getting girls is a
way of defining themselves as individuals and men.
Colored
– Experimental benefit seeker/ 18-30 y.o. men
with higher educational background, fairly cool but
still some experience in the mating game.
– 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 “cool” 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 – Military cap
Excite SG + BS
+
Rise Up SG + BS
AXE Gift pack 3 – 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:
– 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:
– Final design: week51 2010
– Final creative: week7 2011
Budget:
– Please come back with the budget after the brief
CONTACT
VIKTГ“RIA TOMASOVICS
Xmas Gifting Officer
E-mail: viktoria.tomasovics@unilever.com
ANITA PALLГ“S
Xmas Brand Builder
E-mail: anita.pallos@unilever.com
ANY QUESTION?
Projekttitel
THANK
YOU!
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