Name of Product: Slogan

Pretty Hot by Elizabeth Arden Eau de Parfum Spray
Slogan: Pretty vs. Hot? Why Choose a Side, Be Both! Pretty Hot by Elizabeth ArdenI'm doing a magazine ad for Elizabeth Arden's Eau de Parfum spray Pretty Hot
The magazine ad will show a lady in her closet looking for something to wear and on both sides of her are mirrors. One side showing her wearing something pretty and the other side she is wearing something hot/sexy. Then when you open up the flaps it shows her in a pretty hot dress. The words Pretty vs. Hot? will be on the top flaps with the two mirrors, and Why Choose a Side, Be Both will appear inside the flaps with the lady in her pretty hot dress and the Pretty Hot perfume bottle. The fact that you have to open the flaps to see the final result, it will be a successful advertisement.

The Pretty Hot Ad The Ad above is not my Ad

Competitive Analyses

Elizabeth Arden's competition is not stated in their annual report. They feel that all companies in the beauty industry. "The beauty industry is highly competitive and can change rapidly due to consumer preferences and industry trends. Competition in the beauty industry is based on brand strength, pricing, and assortment of products, innovation, perceived value, product availability and order fulfillment, service to the customer, promotional activities, advertising, special events, new product introductions and other activities." One of the things that separate Elizabeth Arden from their competition is that they started off in the beauty industry, where most of their competition started of either in the fashion industry or cosmetics. "We believe that we compete primarily on the basis of brand recognition, quality, product efficacy, price, and our emphasis on providing value-added customer services, including category management services, to certain retailers. There are products that are better-known and more popular than the products manufactured or supplied by us. Many of our competitors are 18 substantially larger and more diversified, and have substantially greater financial and marketing resources than we do, as well as greater name recognition and the ability to develop and market products similar to and competitive with those manufactured by us." Elizabeth Arden has celebrity endorsements like Catherine Zeta Jones and Taylor Swift, also great brand recognition with the "red door" one of their symbols.

The Big Idea

The big idea for my Elizabeth Arden advertisement for Pretty Hot Eau de Parfum Spray, is to interact with the consumers. I'm doing a magazine advertisement for fashion magazines. The ad will be two parts, the Elizabeth Arden doors that open up in the middle and the ad with a hot woman and pretty flowers around her. I want the consumers to want to feel pretty and hot and this perfume will make you feel that way, why choose... That goes along with the ads slogan, "Pretty vs. Hot? Why Choose a Side, Be Both!" "A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time." I know that my campaign can be used across all forms of media, it can also be used in contest or sweepstakes for Elizabeth Arden or other companies that sell Pretty Hot.
This ad should connect with most women around the world because most women want to feel pretty and hot and don't want to choose. I'm taking pretty and hot and using them as opposites instead of together. "Here you set aside preconceived notions to explore alternatives. Changing a frame allows you to explore possibilities and to imagine what a brand or organization could be beyond its current brand personality or beyond how people perceive it." This is how I'm changing the way we look at the Pretty Hot ads, which there is only one other out. By changing the frame of the ad but keeping the same identity I can better interact with the consumers.

Promotion

I am promoting the Elizabeth Arden Eau de Parfum Spray with a magazine ad for high fashion magazines like Vogue, Harper's Bazaar, W, and Elle. This ad will be shown in their spring/summer magazine issues. "The term format also is used to describe specific applications, such as a magazine ad or Web site." My format is two pieces of paper that connect and react with each other. Because Pretty Hot as only one other magazine ad out, it's important to get consumers attention. "In print, you have two or three seconds to capture someones attention. If you lose the consumer in the first second, you've lost 'em. Period." This is why I added the classic Elizabeth Arden door for the reader to open. Who doesn't open an unknown door to see what is in side...Everyone does! The reader will want to know what is behind those door. Once opened, the slogan catch the readers attention by asking them a question. Pretty vs. Hot? Why Choose a Side, Be Both! They will look for the answer and the main picture will show the answer. This campaign can be used in TV ads, billboards, and contest/sweepstakes. This can become a top selling perfume with the use of my slogan.

Creative Content

The Elizabeth Arden door (that I made) that open up in the middle to revile the ad

This is the ad under the doors for the Pretty Hot Eau de Parfum Spray that I made in photoshop and the picture does not belong to me.

This is the view of the inside of the red doors: The side writing on the back of the left door: Pretty vs. Hot? Why Choose a Side, Be Both! Also has where to buy Pretty Hot (www.ElizabethArden.com, Saks, and Macy's)The right side with the flower is where readers can smell the perfume and see the price range for different size bottles and lotions. This side also opens up to revile the information.

Analysis of Project in the Real World

The Elizabeth Arden advertisement I created for Pretty Hot Eau de Parfum Spray is a creative way to connect with consumers. I know that this ad if used by Elizabeth Arden would bring up sells and bring in new customers because people love interaction with products, and it is especially important to make a great first impression since most fashion magazine readers see at least 5 plus perfumes ads per issue. Not knowing what the ad is about or what is under the door brings readers in and the ad it self turns them into customers. "In print, words and images alone must convey the idea. Working off one another like a great duet, their synergistic relationship is evident," in my Elizabeth Arden ad. "In print a design usually includes a line, visual, body copy, product shot, tagline, and sign-off." My Pretty Hot ad consist of all theses elements to relate to the readers and to keep them interested. In the "real world" women want to live a fantasy world but they know that they can't but the thought of a product giving you that fantasy is what sells. Fantasy and perfume go together like peanut butter and jelly. My Elizabeth Arden advertisement for Pretty Hot will be successful because it sells fantasy, beauty, and a great recognizable brand.

EOC Week 10: Advertising Agency and Commercial

Arla Foods
Milk Me Brian
August 05, 2011
The spot brings to life the fantasies of a man at his breakfast-table, wondering who first thought to milk a cow and how it was done. The film dramatizes Cravendale’s superior taste and quality in a familiarly light-hearted way.



Wieden+Kennedy advertising company made this commercial for London's Arla Foods Cravendale Milk called "Milk Me Brian" This commercial is different then any milk commercial I have seen before. It was a great way to advertise a milk brand since most milk milk in the shore don't advertise except for "Got Milk" which works for all milk companies.
Wieden+Kennedy was founded by Dan Wieden and David Kennedy, April 1, 1982 in Portland, Oregon. They are one of the largest independently-owned advertising agencies in the world doing business in Portland, New York, São Paulo, London, Amsterdam, Delhi, Shanghai, and Tokyo.