Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
TACKLING FEBREZE’S NEW TARGET MARKET, JSL STYLE
JSL Creative Studios
Shannon Madigan, Lauren Eisen & Jordan Clark-Mand
THE BACKGROUND
Febreze has had a successful history of selling air-freshening products. But never have they targeted youthful audiences . . . until now.
Usually marketed toward women ages 25-50
Uses subtle colors
THE BACKGROUND
Our Target: college students, both male and female, ages 18-22
Average annual income: $13,168 (U.S. Census Bureau, 2008)
Fast-paced lifestyle: average 12.9 hours a week online (Media Life Research, 2008)
THE BACKGROUND
UWO survey: shows a strong need for overcoming odors attached to their lifestyles
National survey: students were "40 percent more likely” to respond to humorous ads (ClickZ, 2006).
Key insight: students are notoriously messy and habitually short on money. They need a product that will remove the odors of a fast-paced lifestyle
THE BACKGROUND
Benefits: quick, easy to use, purifies, offers a cost-effective on/off switch
What Febreze brings: brighter colors, light-hearted tone, mandatory mention of the on/off switch “A breath of fresh air. It’s more than an air
freshener. It’s a way of life.”
THE BENEFIT
Why is the benefit a big deal?
The on/off switch ties in with the biggest constraints on their lifestyles: time and money
Its efficient and eco-friendly Its going to save them a lot of hassles
THE CREATIVE PROCESS
Easy-to-use product should have easy-to-follow headlines and visuals Straight-forward Humorous and sarcastic
Our client asked for a direct relationship between headlines and visuals
THE MONEY-MAKERS
THE MONEY-MAKERS
THE MONEY-MAKERS
THE MONEY-MAKERS
THE MONEY-MAKERS
THE RECAP
Target Audiences demonstrate need for cost-effective and instantly gratifying solutions to the odors attached to their lifestyles Febreze has a product that will help—they need a
way to get it in front of the target audience
Using humor, JSL created simple ads that will resonate with audiences Febreze True Air’s lingering effect
THANKS BADER RUTTER!
WE LOVED WORKING ON THIS PROJECT