This action might not be possible to undo. Are you sure you want to continue?
Shampossible is applied in the same way as conventional shampoos but serves a dual purpose. Our product uses the latest technology to produce a great clean, while simultaneously maintaining hair color, both natural and artificial. Shampossible should be used daily as a replacement for one’s regular shower shampoo. Conditioners may still be used following the application of Shampossible, but are not necessary, as our product also uses deep conditioners to keep colored hair from drying out. Our product is easy to use, giving our customers salon quality care in the comfort of their own home. In approaching the agency, the client wanted an advertising approach that would emphasize the products immense benefits and help it break into a highly developed parity industry. Since the product is quick, simple, and easy to use, we wanted a campaign that would mimic these characteristics. After looking at classic examples from the past and keeping our eyes focused on the future, the agency created a strategy that we felt will be effective. We used techniques such as the unique selling proposition introduced as early as Rosser Reeves while also creating an emotional aspect that should appeal to our targets markets needs. We combined distinct traits from ‘reason why’ and ‘image’ advertising to create an ad that we felt will be appreciated and effective.
Client Statement We recognized the need for a beauty product that satisfies the customer’s growing needs while at the same time complying with our culture’s ever growing “quick and easy” attitudes. Shampossible was created to give consumers a truly unique experience with hair care. We wanted to let the customers know that our product provides quick and effective salon style care at an affordable price in the comfort of their own home. Furthermore, the name of our product is simple yet elegant, displaying the same characteristics we hope to associate with our product. Historically, hair coloring products have grown from being frowned upon by the vast majority of society to being one of the most widely advertised and used cosmetic products on the market. At the time when Shirley Polykoff introduced her advertisements for Clairol, hair coloring was seen as being socially unacceptable and was associated with a low class image. Despite the fact that Polykoff was advertising a product that was associated with all the wrong types of people, her Clairol campaign still became one of the most classic and famous in advertising history. Her subtle sexual undertones paved the way for a product category where the advertisements are dominated by overtly sexual themes. We entered our product into an extremely undifferentiated parity category, and because of this we had to be aware of our competitors in an effort to create a unique appeal of our own. We also understood that cleanliness and personal hygiene are universal concerns, and our product needed to address this in our positioning. When drawing on ideas proposed by Holt, we took into consideration the theories of iconic branding, mind-share branding, and emotional branding. Our product’s success will be largely determined by its differentiation within the category, and therefore we emphasized our products benefits to the utmost extent. According to Holt, this
method is accomplished in mind-share and emotional techniques, but not so in building an icon. Our “2-in-1” benefit will be the most important aspect in our advertising, as well as getting across the message of “salon quality care at home.” Due to these conditions, we did not attempt to create an icon, but rather tried to forge emotional ties with our consumers in order to drive the competition out of the consumers’ decision making process. We chose our product benefit based on consumer needs. In today’s on-the-go culture, everyone is in a rush and people often miss the opportunity to take a leisurely, stress-free shower. The shower is supposed to be a place of peace and tranquility, but with our consumer’s busy schedules and growing daily needs, the aura of an excellent shower is being lost. Shampossible allows our consumers the chance to have a pleasing shower experience while still making this time quick and efficient. Shampossible uses the newest technology in the hair care industry to create a revolutionary combination of gentle cleansers and moisturizers giving our customers the cleanest and healthiest hair they have ever experienced. Our combination of shampoo and color maintaining technology puts Shampossible in a category of its own. Shampossible leaves hair feeling shiny, smooth, and smelling great all day, while maintaining brilliant color. Our developers have worked endlessly to create a scent that is pleasing and enjoyable, but is certainly not overpowering. Our all natural multi-vitamin formula leaves hair feeling healthy and revitalized – giving our customers the ever illusive feeling of “just-came-from-the-salon” hair. Everyone deserves the opportunity for luxurious hair, and Shampossible makes this a reality for all of our customers. Now busy professional women can look like they just got their hair colored at the salon, while all they really need to do is take a quick shower. Our low price
and high quality guarantee ensures that consumers of all shapes, sizes, and income status will be able to purchase our product and reap the benefits of excellent, salon quality hair care. The major competitors in our category are Pantene Pro-V, Fructis, Herbal Essences and Pert Plus. Most of these companies also produce some kind of 2-in-1 hair care product, making it essential that customers are always conscious of our brands features and benefits. Also, salon hair coloring is an indirect competitor. In approaching our agency, we understood that through a combination of reason why and creative images, our product will be extremely successful. Therefore, we wanted to give our agency enough freedom to be creative while still defining how we would like our product to be marketed. We wanted to focus our attention on the target market of professional aged women looking to get ahead in the workplace, and who therefore, do not have the luxury of time to regularly go to the salon. We asked our agency to draw on ideas from past campaigns and combine them with today’s evolving culture to create an ad that was both meaningful and relevant to our consumer. When thinking about agencies of the past, we hoped our agency would take on the principles of the Leo Burnett agency of Chicago. We really liked Burnett’s approach to creativity, and the fact that all the Burnett employees enjoyed what they did. The key to a successful business and advertising campaign is enjoying the creation process, and we saw this evident throughout the Burnett world. This company did a great job of combining creativity with business savvy while still maintaining an advertising ethic – all concepts that we wanted our agency to focus on.
Agency Approach After reviewing our client’s statement we came up with an approach that we felt would be most beneficial for Shampossible. We wanted to adopt and adapt some historical principles that have been shown to work in the past. To do this, we applied several concepts from Shirley Polykoff’s classic campaign for Miss Clairol. On top of drawing from the Miss Clairol campaign, we also utilized several concepts presented in the texts And Now A Few Words From Me and How Brands Become Icons by Bob Garfield and Douglas Holt, respectively. According to Garfield, successful advertising and original advertising are not mutually exclusive. He states, “The church that agency employees should be attending is not the Church of Originality but the Church of Ingenuity – finding intelligent, understandable, and yes, sometimes, previously owned solutions to what is fundamentally a communications problem” (Garfield, 31). When looking at Shirley Polykoff’s advertising campaign for Clairol, we can draw many similarities to our product, and use alter certain elements of Polykoff’s campaign to fit our product. When creating a campaign for Clairol in 1955, Shirley Polykoff had to relieve skepticism that hair coloring could be done in one step at home. Until now, the hair coloring process has remained virtually the same, and the transition from salon color to home color is similar to our current transition from regular at-home color to shampoo color. This leads us to our unique selling proposition - the ease of use of Shampossible. Holt stresses that “for a brand to succeed in a society whose volume of mass communication far exceeds what consumers can manage, the brand most own a simple, focused position in the prospect’s mind, usually a benefit associated with the product category” (Holt, 15). Thus, our advertising approach stresses that our product is quick and easy alternative to salon quality hair color.
Because of our brand benefit, we chose to target women who don’t have the time to routinely stop by the salon, but still want professional quality hair care. They are career driven and aspire to get ahead. They work in a corporate environment where a polished look is necessary, and with their busy schedule, home hair care is the perfect solution. We decided to target these women because we feel that they could really benefit from this product, and if we present the solution, they will realize that the product will fit their problem. Garfield believes that strong brands are built on insight and that “understanding the brand and the consumer and forging a message to forge a bond between the two” (Garfield, 16). Thus, by showing the working woman that we understand their needs, we hope that they will feel a connection to our product. Our product targets a different demographic than Clairol did because of conditions of the time period. In the 1950’s hair coloring was seen as taboo, and only done by actresses and “fast women.” Only seven percent of American women admitted to coloring their hair. Thus, it makes sense that Polykoff targeted the average woman, who at the time was a family-oriented homemaker. It would not make sense for us to use the same target as Polykoff, as in today’s society homemakers often have a lot of time on their hands and would not mind going to a salon or using a tradition at-home hair color. Because our advertising stresses that hair coloring can be part of one’s daily routine, working women are the perfect target, as they are extremely busy, yet still care about their appearance. Although we are targeting a different market than Clairol did, we are using some of the same advertising techniques as the “Does she… or doesn’t she?” campaign utilized by Clairol. As Garfield states, sexuality has its place in advertising, but can definitely be abused. He likens it to the use of salt; a little bit can be great, but too much ruins it all (Garfield, 64). He goes on to
say that sex was used extremely well in the Miss Clairol campaign because the headline was provocative although Polykoff denied it had any double meaning whatsoever (Garfield, 67). In this sly manner, it catches attention while also being a tasteful ad. We also chose to use subtle sexual undertones when developing our campaign. We did not exploit sex or the women involved in the ad, but rather used sex in a refined way. The headline in our ad has a double meaning, such as Polykoff’s did, but of course our double meaning is quite stronger than Polykoff’s due to the social changes that have occurred since the Miss Clairol campaign. While using sexual undertones in our ad, we took note of what Garfield discussed at the end of chapter 4. He says that in order for sex to work in an ad, the audience must be able to view the person in the ad as a potentially whole person, not just a sex object (Garfield, 84). Taking this to heart, we created our ad to revolve around a real situation in a professional setting. We knew that our audience would be able to relate to this circumstances presented in our ad and therefore the sexual undertones would work in harmony with the overall idea of the ad, not exploit it. We wanted the audience be able to visualize themselves as the women in the ad, not look at them as sex objects. Garfield was right when he claimed that advertising does not have to be original to work. He begs the question, “if something has worked in the past, why not use it in the present?”. This idea inspired us to create an ad that adopted concepts from the classic Miss Clairol campaign. Shampossible is an innovative product and as an agency, we took those new and innovative elements and combined them with classic ones to create an approach we feel will be very successful.
Discussion Section In the early stages of the products development, it was simply a two-in-one shampoo and conditioner. After receiving feedback, we realized that by adding a hair color feature, it would be easier to connect our product to past classic campaigns. The clients and agency both agreed that by creating a new product with new benefits, our advertising campaigns would have the potential to stand out in a parity product category. From an agency standpoint, we clarified our target market. In our initial proposal, we focused on younger women without high disposable income. However, after reevaluating our product, we decided to focus less on the price of our product and focus more on emphasizing the benefits and efficiency of our product. Even though we changed our target market to those with money to spend, we decided to keep the price of our product modestly low. We clarified our target market to women working long hours because they are motivated and goal oriented, rather than because they are in financial need. We emphasized that our product creates salon quality results quickly as part of a daily routine. Therefore, we felt that our product connects to our target market because we understand their time management constraints and need to look polished and professional in the workplace. When drawing on the works of Douglas B. Holt, we did not feel that our product had the potential to become an iconic brand, nor did we believe it necessary to be a successful product. According to Holt, “Brands become iconic when they perform identity myths: simple fictions that address cultural anxieties from afar, from imaginary, worlds rather than from the worlds that consumers regularly encounter in their everyday lives. The aspirations expressed in these myths are an imaginative, rather than literal, expression of the audience’s aspired identity” (Holt, 8). Because we felt that our hair color feature was so unique and distinctive, our strategy was to emphasize the benefits instead of creating an iconic brand. Holt believes that, “many successful
and durable brands have been built by the compulsive reiteration of the distinctive benefit, supported with rational arguments and emotional appeals” (Holt, 15). While not attempting to create an icon in our industry, we did use elements of the myth creation process hoping that the use of crossover techniques would appeal to a wider audience. Holt describes the creation of myth markets in creating your icon; searching for a populist culture to form your icon around. These populist worlds are found through examining contradictions in popular culture, as used by previous Harley Davidson and Volkswagen campaigns. By targeting career driven, strong women, we hope we have found a populist culture that will echo our products ethos. In emphasizing our product benefits, we drew from Rosser Reeves’ idea of the unique selling proposition. Reeves believed that advertising must make a proposition to consumers that the competition does not offer, and that this proposition must be so strong that it pulls the competitors toward the product. Therefore, we emphasized the ease of use and efficiency of Shampossible in our advertising. Reeves also believed in extensive scientific research and long body copy to highlight the distinctive benefit of a product. He believed that those who said it first and said it most would dominate the product category. This technique is readily evident in his Anacin ads, where a hammer is shown repeatedly pounding in an animated head only to be relieved by Anacin tablets. Although we decided to use Reeve’s idea of a distinctive product benefit, we felt that intense repetition was unnecessary. In further contrast to some of his ideas, we felt that the scientific background of our product was less appropriate for our target market and decided to display our benefits with a more image based advertising approach.
In Bob Garfield’s And Now a Few Words From Me, the author feels that reusing advertising is appropriate if done correctly. “…advertising creatives are not artists, nor auteurs. They are businessmen-or at least they’re supposed to be. Their job is not to explore the unexplored. It is to sell stuff. It is to find an engaging way to get the client’s message across to a skeptical and sometimes hostile audience. It is not to be original” (Garfield, 31). Drawing on this belief, we decided to turn to Shirley Polykoff’s Clairol campaign of the 1950’s. Like Polykoff, we had to introduce a new product to our target market. Because our target market was not yet born during Polykoff’s era, we felt that we could adapt her original advertising to enhance our advertising campaign. Like Garfield believes, our campaign was not “stolen”, but rather “new and improved”. In conclusion, we feel we have developed a product that with its distinctive benefits and unique features will be able to stand on our own when introduced into the market. Shampossible has undergone many revisions in its development process, and after receiving consumer feedback we created something we feel our audience will love. We realized that great products don’t come out of nowhere, and we had to keep an open mind to satisfy all of our consumers’ needs. After taking all this into consideration, we created advertising that is relevant and interesting. We have drawn on ideas from past classics such as Polykoff’s “Does she or doesn’t she?” campaign for Clairol and Reeves’ Anacin campaign for headache relief. Through these authors’ techniques and ideas presented by Holt and Garfield we have created a campaign that should be successful in our target market. Applying Holts concepts of mind-share and emotional branding we emphasize Shampossible’s benefit to differentiate it in a parity product category. We also used Garfield’s ideas about reusing successful past campaigns, and the role of sexuality in advertising. We realized that previous campaigns cannot be taken directly, and must
be adapted to fit the needs of today’s culture. Thus, through the combination of past classic campaigns and the works of Holt and Garfield, we created a unique product and a strong supporting advertising campaign.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.