Proposal Model Secret - M. Sauvé English · 2019-11-26 · perfume. With Secret, they can do it all. As well, there are scents for every personality and mood and different types

Ad Campaign Proposal for

Secret Scent Expressions Deodorant

By:

Erika Scott

Daphne Desjardins

Stephanie Van Horne

Jesse Dumas

Mackenzie Hayes

For: Ms. Sauve

April 2nd, 2009

Table of Contents

I. Executive Summary ---------------------------------------------------------------------- 1

II. Descriptions

A. Company Background ---------------------------------------------------------- 2

B. Product Features : Secret Deodorant Scent Expressions ------------------ 2

III. Target Audience ------------------------------------------------------------------------ 3

IV. Marketing Plan ------------------------------------------------------------------------- 4

V. Appendices

A. Radio script mock-up ………………………………………………..

B. TV Storyboard mock-up ……………………………………………..

C. Print ad mock-up …………………………………………………….

D. Market research survey ………………………………………………

I. Executive Summary

Secret’s ad campaigns focus on making women feel more beautiful and more confident. Since

women like the feeling of power, Secret deodorant should reassure them that they are

unstoppable and in control, and are, most importantly, confident that they look and smell great.

This general idea will continue in this campaign as we will focus on making teenage girls feel

less self-conscious and more confident. We will stress the fact that Secret does not leave residue

on clothes and is much more long-lasting than other brands, meaning teens can go through their

day without the constant worry and anxiety of revealing under-arm sweat. These anxieties often

lead to a lack of confidence in girls who are constantly fretting about their appearance. Like their

mothers before them, we intend to create brand loyalty by focusing on Secret’s trustworthiness

and dependability. If Secret can get them through puberty, it can get them through anything.

Our ads will feature the Statue of Liberty as she goes to thrust her torch into the air, she notices

that there’s sweat under her arm. She feels uncomfortable and self-conscious now that she is

unable to be an icon of freedom and liberty. Then we see the Statue of Liberty, now using Secret,

proudly holding her torch in the air with great confidence, supporting the tagline “Get the power”

with ideally music from C & C Music Factory. Our market research results, seen below, show

that humor and catchy music are the preferred ad strategies to attract teen girls.

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II. Descriptions

Company History

William Procter and James Gamble formed a new enterprise. It began as a small, family-operated

soap and candle company that grew and thrived, inspired by P & G's purpose of providing

products and services of the best quality and value. It’s precisely this purpose, above all other

factors, that has contributed to the company's long heritage of growth. It is a part of who they

are, who they have been and who they will be for generations to come.

In 1956, P & G released Secret in the United States as a hand cream which could also be applied

to the underarm or hands to eliminate bad odours. A couple of years later, they released a Secret

roll-on deodorant and then Secret as a spray in 1964. More than a decade later the solid version

providing easier application was introduced. In 1980 the company changed the round stick

deodorant to a wide stick and made three new scents: Sporty Clean, Spring Breeze and Powder

Fresh. After the 1980s, Secret became the best selling deodorant brand for women. In the 90s,

Secret launched the all-new Ultra Dry and Sheer Dry versions, after receiving complaints from

consumers that their Secret deodorant stayed wet under their arms. Secret started expanding its

production line to introduce even more new scents to both American and international markets.

In 2002, the company came out with Secret Platinum Clear Gel and also Secret Invisible Solid,

which do not leave any residue under the arms or clothes, in response to consumer feedback.

This openness and accessibility to the consumer is another trait that keeps the company so

popular.

Product Features: Secret Deodorant Scent Expressions

Proctor and Gamble recently produced Secret Scent Expressions stick deodorant, with

accompanying body spray, in many new and exciting scents such as African Violet, Artic Apple,

Asian Pear, Brazilian Cherry, Eastern Lilly and more. This is to give the consumer a choice as to

whether she would like to simply use the deodorant alone, or whether she would like to combine

scents with the body spray. This follows suit with a popular trend of mixing and matching scents

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within a product line which saves the consumer time and energy because she can decide to match

or mix within the line as opposed to having to match their deodorant with a different brand name

perfume. With Secret, they can do it all. As well, there are scents for every personality and mood

and different types of scents that appeal to each individual, whether she enjoys fruity or floral

scents; there is a scent for everyone. This appeals to the teen girl, since she wants to smell good,

but also express her own personality.

We will stress the deodorant’s nice scent and how it is the most long lasting brand with its

innovative technology, since market research (see figures above) shows that these are the

features that appeal most to teenage girls. In addition, we will emphasize the fact that Secret does

not leave any residue on clothes so that teenage girls are attracted to Secret as a source of relief

and confidence to this anxiety, since it is one of the most common irritations reported by teenage

girls.

III. Target Audience

The main age group that we are targeting is teen girls aged 12-16. We are not only going to be

targeting the shy girls, who have low self-esteem and a lack of confidence, but we are also going

to target the confident girls as a way for them to continue to feel confident. What we want to do

is make these girls feel confident, powerful and feel that they can do and wear anything without

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being afraid of residue or sweat marks on their clothing. Girls often lose self-esteem because

they are surrounded by media images of beautiful women such as supermodels and actresses.

These images are everywhere and young girls and teens feel that they have to live up to these

images and they feel that they aren’t good enough. Everyone wants to be accepted for who they

are and that’s what we are focusing on. We want to show them that they are good enough. Since

magazines talk a lot about celebrities and their styles, most girls that read magazines look for the

latest fashion tips. We will poke fun at this by not using a supermodel, but rather the Statue of

Liberty as an icon of female empowerment. They are always looking for guidance concerning

the things they wear or do, therefore they look up to the celebrities that are in magazines and

usually end up using the products that they use. These girls are under the constant stress of

hanging out with the right crowd, keeping up with the latest trends, maintaining a decent

appearance and making the right choices all while trying to succeed academically and find their

place in the world. These kinds of pressures naturally cause teenage girls to sweat which

produces yet another worry on their mind. With Secret deodorant, these girls will have one less

thing to worry about and, in relying on it when they are young, will therefore seek its comfort

throughout their lives.

IV. Marketing Plan

The radio spots should air on the two major radio stations: 94.7 FM and 95.9 FM since these are

the radio stations that most teen girls listen to in this area. They also have a lot of gossip about

celebrities that most teen girls like to listen to. These should air during the time where teens are

on the bus to and from school, or between 7 and 8am and again between 3 and 5pm, so they have

the radio to listen to and have a greater chance of being exposed to the ad multiple times during

their day. Print ads should be full-paged and should be placed once per magazine, in the three

magazines that our market research shows to be the most popular or most often read by our

target demographic: J-14, Seventeen and People. Since teen girl culture is also one of sharing

and comparing, this will also ensure that even girls who don’t buy the magazine will still see the

ads when they borrow the magazine from a friend, or read it together.

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The TV commercial will air during the following shows: One Tree Hill, 90210, CSI and House

since our market research shows that these shows are the most popular and we feel that our ad

has a crossover appeal to adult women. We would like to air the commercial during prime time

since the results (and experience) show that these popular shows usually air between 8-9pm. We

do realize it will be more expensive but there is a larger audience during these times so it will be

well worth it.

Bop Teen People

Owl Quizfest Lou Lou

Flare Cosmo Girl

J-14 National Geographic

Star Tiger Beat Seventeen

Cool Celebrity Gossip

Twist Cosmopolitan

M People

Girl Fashion Teen Vogue

Vogue 0 2 4 6 8 10 12 14 16 18

1.81% 1.81% 1.81 1.81%

3.63% 1.81%

5.45% 9.09%

1.81% 1.81% 1.81%

16.36% 7.27%

5.45% 3.63%

5.45% 5.45% 16.36%

1.81% 3.63%

1.81%

1.30%

1.30% 1.30% 1.30%

1.30%

1.30%

1.30%

1.30% 1.30% 1.30%

1.30%

1.30% 1.30% 1.30%

1.30% 1.30% 1.30% 1.30% 1.30%

1.30%

1.30% 1.30%

1.30% 1.30% 1.30%

2.60%

2.60%

2.60%

2.60%

2.60%

2.60%

2.60%

5.19%

6.49%

Grey's AnatomyCSI

Law & OrderHeroes90210

That's 70's ShowSimpsons

One Tree HillFamily Guy

HockeyBonesHouse

PokémonCriminal Minds

Ghost WhisperLost

Young & The RestlessPriviliged

Gossip GirlNational Geographic

DegrassiAmerican Idol

America's Best Dance CrewHannah Montana

Tyra BanksTrailer Park boys

NextDesperate Housew ives

eTalkSo You Think You Can Dance?

KamelotFriends

Will & GraceSpongebob Squarepants

Fairly Odd ParentsGeneral Hospital

H2O: Just Add Water2 ? Men

Sex & The CityNumbersSurvivor

The MentalistNCIS

Heartland

0 1 2 3 4 5 6 7 8 9 10

8

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APPENDIX A: RADIO AD SCRIPT, MOCK UP

Stephanie: (Music (“I’ve got the Power” by C&C Music Factory) starts to play softly)

Hey girls ever gone to school only to realise that you have sweat marks under

your arms? Well, try new Secret Scent Expressions Deodorant featuring new

scents and an accompanying body spray, it’s more absorbent and longer lasting

than ever, getting you through the day while making you feel and look great. Use

Secret Scent Expressions Deodorant and “Get The Power”.

(Music becomes louder and you here “I’ve Got the Power!”)

Daphné: Buy now at participating retailers while supplies last.

(Music slowly fades away)

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APPENDIX B: TV AD STORYBOARD MOCK UP

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APPENDIX C: PRINT AD MOCK-UP

APPRNDIX D: MARKET RESEARCH SURVEY

1. Are you: Male Female

2. What deodorant do you use? Dove Lady Speed Stick Secret Adidas Other __________________ 3. Why do you use it? Nice scent Moisturizing Long Lasting Absorbent 4. Are you loyal to this brand? Yes. Why? __________________________________________ No. Why? __________________________________________ 5. What scent do you like? Floral Neutral/none Fruity Other _________________ 6. What annoys you about deodorant? Not absorbent enough Leaves residue (marks) on clothes Breaks/ crumbles when opened Other _________________ 7. What TV shows do you watch and at what times? 8. What magazines do you like to read? 9. What do you like to see in a commercial? Serious/shocking situation or ending Celebrities Humor (irony, silliness, satire) Other __________________ 10. What do you remember the most from commercials? (What sticks in your brain?) Their catchy slogan The jingles The music playing throughout the commercial The people/characters or storyline in them

Other _________________