Liquid Brush
Armstrong Dental Hygiene wants to created a new dental hygiene market of a toothpaste and teeth brushing alternative that is similar to the concept of mouthwash but completely cleans your mouth and teeth equally as much if not more than toothpaste and a toothbrush, flossing, and mouthwash combined. Looking at the target audience for most regular dental hygiene, I needed to create a product name, concept, design, packaging, and ad to attract new customers into gaining traction for the new product. Armstrong realizes that it will be difficult to convince people to replace the act of physically brushing their teeth with an alternative cleansing rinse. In order to break this new product market into the dental hygiene market smoothly, I wanted to first target market mothers with one or more children under the age of 13. These women are working moms, achievers, who are busy yet want their kids to be the healthiest they can be. This product is a solution that is easier for kids to use and they only have to buy one product when they go to the store in their limited free time. The product has a simple and clean look to show that it can replace the teeth brushing process entirely. It has a pump at the top so that the user can quickly and efficiently pump the product once into on of the metal cups as the amount needed for use. It comes with multiple reusable and dishwasher safe metal cups in different colors to appeal to the children’s interest as they would be able to select their own color cup upon purchase. The ad and packaging convey a clean look and feel in order to show that the product will make you feel just as clean as you would after physically brushing your teeth.
Ford ecosport
I designed a print ad targeting the type of person that represents this particular psychographic profile: Single Mother, Millennial, 30 years. Part-time student, education is everything. Frugal, wants to move to a new suburb. Unconventional, child at young age. Ambitious, Hardworking, wants to advance in company. Non-religious, non-political. Why it works (attributes): The car is reliable and safe at an affordable price for a single parent. It has 6 airbags, emergency assist, auto door unlock on crash. It also is a mid sized car with generous trunk space for child’s belongings, sports gear, and her own textbooks for school. Why it works (value): Ford spends 55% of their social budget on Facebook, and 13% of all Facebook users are women ages 25-34. This ad targets single mothers ages 25-34. This car allows her to live both lifestyles getting an education and being there for her child, taking her to school. The car provides reliability, safety, and a professional look as she balances two lifestyles.
Hydrapeak
I designed a print ad to show that the company HydraPeak is committed both to the customer and the environment. Why it works (attributes): HydraPeak offers an alternative to environmentally conscious individuals who are looking for a reasonably priced reusable water bottle. Why it works (value): Hydrapeak’s commitment to being environmentally friendly is at the forefront of their mission. This ad evokes an emotional response in the consumer that it is their duty to keep the planet beautiful and they need this product in order to do so.
Hershey’s Lux
Hershey’s wants to develop a new product line. I designed this product based on the consumer survey results and a Perceptual Map showing that the ideal chocolate market is high quality and sweet. It has an inner golden foil wrapping to show quality with an outer paper wrapping including the classic Hershey logo on the front. It has a simple classic square shape with rounded edges and thicker than their regular chocolate bar with dark and milk chocolate options and a chocolate ganache filling. I designed this ad to target middle age women (late 20s - early 40s). Why it works (attributes): The focus is on the idea of luxury and treating yourself without having to indulge on a full chocolate bar. Why it works (value): It captures the nostalgia of childhood memories regarding Hershey while allowing the brand to transition and satisfy adult cravings. Because the target consumer is middle age women (late 20s - early 40s), the ad is shown placed in Instagram and Facebook feeds based on the statistic that about 25.1% of Facebook users are women ages 25-54 and about 30.2% of Instagram users are women ages 25-54.
