Embed Size (px)
Citation preview
ProjekttitelAXE XMAS PACKS 2011CREATIVE 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
ProjekttitelTHE AXE EFFECT
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 needAXE makes young men smell good… which…Increases their confidence… which…Increases their chances
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 playful way
We’re having a laugh … not reflecting reality
Tone of communication:Funny, cool, sexy but not crossing the border of flirty teasing tone - INFORMAL
Originality
Playful fantasy
THE AXE VALUES AND PERSONALITY
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
THE AXE EFFECT
AXE RULES
The AXE colour is: BLACKPorn 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’tEverything 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
ProjekttitelAXE 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
9 am
9 pm
12 noon
6 pm
3 pm
Core target>14-25 year old (single)menWider target>14-40 year old men
He has secondary educationHe is urban
His values: Masculine, Original,
Cool, Fun, SexyHe has an average salary
Peer group approval is critical for him
Chasing girls, being chased by girls, getting girls is a way of defining themselves as
individuals and men
AXE gives him the edge in the
mating game
He is increasingly into grooming - and how he looks
ProjekttitelAXE PORTFOLIO 2011
Axe Deo range 2011
Axe SG range 2011
ProjekttitelXMAS PACK DESIGN
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
ProjekttitelAXE XMAS PACKS 2010
ECO Packs (Brand Development)
AXE PACK DESIGN 2010
AXE PACK DESIGN 2010
Bag sleeve
AXE PACK DESIGN 2010
Gift Packs
ProjekttitelAXE XMAS PACKS 2010
AXE- ECO 1-2 packs
Dark Temptation SG + BS
Twist SG + BS Africa SG + BS
Rise Up SG + BS Dark Temptation BS+ASExcite SG + BS Excite BS + AS
AHO SG + BS
AXE Gift pack 1 - Wallet
Excite SG + BS
DT SG + BS
+
AXE Gift pack 2 – Military cap
+
Rise Up SG + BS
Excite SG + BS
AXE Gift pack 3 – Poker Card
With new design! (Angels)
Excite SG + BS
Africa SG + BS
+
USB card readerUSB splitter
AXE Gift pack 4
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
ProjekttitelKEY VISUALS
KEY VISUALS
KEY VISUALS
KEY VISUALS
KEY VISUALS
ProjekttitelSUMMARY
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
VIKTÓRIA TOMASOVICSXmas Gifting Officer
E-mail: [email protected]
ANITA PALLÓSXmas Brand Builder
E-mail: [email protected]
ProjekttitelANY QUESTION?THANK YOU!
