Brief - 

To suggest a line extension to an already existing product. Develop the product and campaign for that extension. 

Rationale -

I chose to create an extension for the already existing Victoria Secret body paint. 

My Marketing Strategy was created based on the Slogan “Anywhere?” followed in part of the campaign with “Anywhere.” “Anywhere?” in the context of the campaign has 2 meanings. Within the Poster campaign it means the product is so good you might want to use it anywhere. The provocative imagery of the posters makes sure that this meaning is easily understood. Within the context of the Tube Screen Ad/Ident as the model is static while the question “anywhere?” appears. Implying that the viewer has asked. Then the Word fades and “Anywhere.” reappears only this time the model mimes the words implying that they are answering the question and confirming the product can go anywhere. Following this “exchange” the products is shown.with the copy “its so good you’ll put it anywhere”. This Tube screen ad was possible within the space of 5-10 seconds so could communicate the product and premise to the audience thoroughly but within the time it took for the viewer to pass the screen on the escalator that these screen are found next too.  

For the packaging of the product I explored semiotics of the forbidden fruit  connoting temptation and lust, keeping with this idea the apple shaped container was developed. The apple was filled with the white chocolate paint and had a brush attached to the bottom of the apple stem that lifts out for application. 

With the Packaging, Ident and Posters complete I noticed that all my current chosen media do not engage with the consumer on a more personal level. The consumer was being advertised “at”. After careful consideration of how to get suitable involvement with such a product I eventually decided on a pop up event. “Victoria’s Secret We Time”. Couples are approached and asked if they would like a free Dinner/Lunch. Assuming they accept they are led to a high quality restaurant where they are given a complimentary meal, the only rule is that they must leave all Phones, Tablets and other Electronic devices at the door. This lets the couples engage and really enjoy each others company uninterrupted in a way that can’t usually happen these days. Instead of a third course the couples receive Victoria’s Secret White Body Chocolate with a note saying “skip third course, go have dessert”. It is my hope that this would bring couple closer together and give the brand a good social media presence. 

This event would be filmed and then become part of the campaign itself and hopefully gaining customer involvement with the hashtag #VSwetime.