Clear is an Anti-Dandruff Shampoo Brand. We have two types of Shampoos, one designed for Men and one designed for Women. To learn more about our product and brands you can take a look at our website. For this project, we want to focus only on Clear Anti-Dandruff Shampoos for women.
CHALLENGE:The business for Clear Anti-Dandruff Shampoos for women has been stagnant in recent years. There are two key reasons for this: Our competitors (Pantene & L'Oréal, etc.) have upped their game, and women, despite suffering from dandruff, don't think about dandruff as a serious concern and believe that it is taken care of by their standard shampoo.
CORE TARGET: Our core target audience is women who are 25-35. These women have a dandruff concern, consider themselves to be modern women, and want to portray a confident, flawless, perfect image.
WHAT CLEAR PROMISES: Clear promises to deliver the best possible dandruff control so you can be dandruff free and to make you feel confident, self assured, and able to show the world who you are.
Propose a way for Clear haircare to connect with 25-35 year old women emotionally as a basis for an advertising campaign:
1. What is your emotional insight or idea for Clear hair care shampoo to connect with women? (2-3 sentences)
2. Why does this emotional insight appeal to women? (150 words or less)
3. What is the connection between your emotional insight and our shampoo product? How can it tie into an advertising campaign to make women love Clear anti-dandruff shampoo?
4. (Optional) Sketches, drawings, CAD renderings, mock-ups, charts, videos, graphs or any other visuals that support your application
Emotional insight example:
As a modern woman, I have more opportunities today to make an impact in the world. But, I will only choose to do it if I feel beautiful and confident, and my hair plays an important role in this. If I have dandruff, I will avoid showing myself to the world and making an impact.
Things to consider:
- Simplicity is key! Your emotional insight should be simple enough that when explained to someone, they can easily imagine an associated advertising campaign.
- Branding- Taking care of hair & scalp should play a key role in your emotional insight
Clear Hair Care Brand Pillars:
- Clear is: Confident, provocative, glamorous, performance with attitude, stylish technology, sophisticated.
- Clear is not: Arrogant, led by others, seductive, threatening, clinical white lab coat, fashion victim.
- The 25-35 target demographic of Clear has nothing to hide. Why try to fit in when you can stand out?
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Submissions will be graded on the following criteria:
- Meets Deliverables
- Creativity
- Clarity
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Margaret Pugh Kaplan University | |
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Jennifer Miller Walden University | |
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