BEANS, CANNED, OR COOKED
BEANS, CANNED, OR COOKED
REFRIGERATE IT:
REFRIGERATE IT:
Yes, after opened or cooked
Yes, after opened or cooked
MARKETING CAMPAIGN
In my TMP 124: Marketing class, one of the assignments was to create an integrated marketing campaign for an innovative product with water as its main component and then pitch the final project to the entire class as well as two marketing industry professionals.
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During my brainstorming process, I considered several ideas including a water park, filtered beach water from Santa Barbara, and a hydrating facial spray. However, none of these ideas were particularly innovative as they've all been done before. After going back and forth between various ideas, I ultimately decided to do my marketing campaign project on a dog spray product that keeps dogs hydrated and their breath fresh, which would be especially useful when they go on long walks or hikes in the hot summer heat.
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To manifest my ideas, I created this mockup of the dog spray product that I envisioned. The left one is an immune system booster and the right one provides hydration. I wanted the product design to look clean and "fresh," which is why I opted for a more minimalistic design.
The next step was for me to create a poster or print ad to promote my
product, but before attempting to start coming up with designs, I first brainstormed different slogans for the print ad. These are some of the slogans I came up with:
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A Healthy Pet Is A Safe Bet
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Healthy Pet, Happy Vet
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Healthy Dog, Happy Dog
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Is Your Dog Falling Behind On Walks?
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How Would You Treat Your Best Friend?
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Man's Best Friend? Treat 'Em Like It Then
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Love On Your Pet The Way They Love You
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Dog Days of Summer
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Thirst Less
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Out of these options, I decided to go with the slogan, "Man's Best Friend? Treat 'Em Like It Then" because dogs are often considered by their owners to be "man's best friend", so this catchy slogan served to appeal to people's emotional attachments to their furry companions. In other words, the slogan's purpose was to send the message to my target audience of dog owners that if their dog is truly their best friend, they would care about improving their dog's health, happiness, and well-being with my company's dog spray product.
It was also important to me that I had a memorable company name because the name of a brand can have a serious effect on the way people perceive and remember a company and its products. I decided that "Fresh & Breath" was both catchy and memorable. I liked that the name had a slight rhyme, which gave it a nice flow, almost like "In n Out." The brand name also made the purpose of my dog spray product to freshen a dog's breath, very clear and easy to understand, which was another benefit.
Going off the initial mock-up, I wanted to create a similar sense of playfulness that was captured by the dog icons on the two spray products in my print ad, so I created a design that displayed two cute cartoon pugs surrounded by several graphics of floating bones. The slogan, "Man's Best Friend? Treat 'Em Like It Then" was displayed in the font, Sensei that almost feels drawn on by a marker to create feelings of nostalgia that exude the same sense of playfulness captured by the pug and bone graphics. For the rest of my print ad, I wanted to convey the more crucial aspects of my product, so I opted for Monseratt Classic, a more traditional looking font for the opening line: "We Love Dogs!", the company name, and the closing statements. To create some additional variety, I chose Open Sans Light for the four benefits of the dog spray product because it looked classy and easy to read without overpowering the other fonts that were much more in-your-face. The more subdued looking Open Sans Light font used for the four benefits paired nicely with the vibrancy of each benefit's corresponding icon and created a nice visual balance.
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In terms of my color choice, I chose to use a yellowish-tan color (#fbd584) for the slogan to match the color of the floating bones and a light tan color (#f8f2ef) that was a slightly lighter shade of the pugs to create a sense of consistency within my color palette. Each icon had a different color that represented its symbolic meaning. These colored icons also served to create more visual interest among the more neutral, earthy tones. Lastly, I chose a dark navy blue background color (252d51) because the original white color didn't provide enough contrast, whereas the blue makes everything pop a lot more, which for a marketing campaign is especially important to consider.
For the next part of my project, I created a social media post that promoted my dog spray product. Because social media posts are generally more casual in tone than print ads, I opted for a more laidback vibe in the colors, font choices, and photo.
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The photo I used was of a sleepy dog taking a nap on a carpet. I chose this specific image because I thought it perfectly captured the laidback vibe I was aiming for and the greyish-pink tones really complimented this relaxing mood.
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Unlike the print ad which clearly displayed the company name, slogan, and four key benefits of my product, I wanted to make my social media post feel more personal and relatable. Instead of making the name of my brand as the header, I wrote "feeling tired?" in Nickainley, a sleepy-looking font that fits well with the image of the sleeping dog and served to resonate with Instagram users who own dogs in how exhausting it is to take care of your pets on a daily basis.
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The header, "feeling tired?" is a rhetorical question that's followed by a statement that addresses the challenges of taking care of one's pets with an introduction to an "easy-to-use electrolyte water spray for your lovable furry companions" that helps "maintain your pets' hydration and fresh breath." I chose to display this statement in the font, Poppins Light in all caps because I wanted a clean and perfectly crisp-looking typography to balance the sleepy vibe of the previous font.
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Of course, to go along with the Instagram post, I needed a fitting caption that was both light-hearted and informative. The "ruff" pun at the start coupled with the use of playful emojis made the caption feel more personal and light-hearted, while the rest of the caption was effective in informing my target audience of dog owners of the benefits of my product. The interactive aspect of the caption with the "lucky commenter" was also a nice touch I wanted to include because this type of marketing often generates more excitement for a new launch.
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Lastly, I wrote a Unique Value Proposition to finalize my marketing campaign: "For dog owners, our electrolyte dog spray product offers the first healthy pet product that freshens the dogs’ breath, hydrates them on long walks and hikes, boosts immunity, and prevents heatstrokes, which maintains their health in the long run."
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After completing my project, I presented this to the rest of my peers and the two marketing professionals to great response.