THE BRIEFClient/Client Contact Details

Client: Sean “Diddy” Combs

Website: http://www.ciroc.com/

Twitter: http://twitter.com/!/iamdiddy

Product: Ciroc Ultra Premium Vodka

Date: 02/04/2012

Prepared By:

Cynthia Newman, Fay Szakal & Damon Ryall

Background Overview:

Sean Combs has recently launched his new product ‘Ciroc Ultra Pre-mium’ Vodka in the USA. His Target Audience is adults aged 24-35yrs of age.

Mr Combs is now ready to launch Ciroc to the UK market and requires an advertising campaign that will engage a UK market. With a retail-sell-ing price of $30 he is targeting an audience that would be happy paying that little extra for a good product.

Objective of The Advertising Campaign:

This advertising campaign believes MR Combs’ USP are• Cirocisoneoftheworld’sonlyvodkasmadeentirelyfromgrapes• Ciroccomesinavarietyofflavours

• CirocischampionedbyaworldrenownedartistSeanCombs aka “Diddy”

The advertising campaign will be communicating to a UK market. This campaign believes that the existing advertising for Ciroc, is primarily male led and would like to change that. Ciroc is very visually appealing, coming in different colours and packaging. The aim of this campaign is to add a twist to the existing campaign and create female led adverts, as women tend to buy more vodka mixes and vodka cocktails (Research will be undertaken to prove this). Therefore the primary target audience will be women, and men secondary.

The US target audience for Ciroc starts at 24yrs of age, which is very likely due to the legal drinking age being 21yrs. However, in the UK indi-viduals can start drinking at 18yrs of age, so this campaign proposes to target the age from 21yrs of age.

The Message:

The existing tagline for Ciroc is “Perfectly Smooth” and “Celebrate LifeResponsibly”. This campaign will aim to continue these existing mes-sages.

Rational & Emotional Reasons To Buy:

The USP’s are the reasons to buy; it is made entirely with grapes, comesinvariousflavours,andisendorsedbyarespectedcelebrityandentrepreneur.

Also Ciroc has a responsible message, which although it is great to drink, have fun and celebrate, it also links it to a cause, which is to ‘do it responsibly’.

BACKGROUND

Ciroc is one of the world’s only Vodka’s created entirely from grapes.

True to its roots, Ciroc. Mauzac Blanc grapes stem from the high alti-tude vineyards in Gaillac, France overlooked b the stony village walls of Cordes-Sur-Gel.

“Historically, vodka has been made from natural and local source of fermentable sugars and starches. But CÎROC® is an innovation in French craftsmanship, and creates an unexpected vodka experience in a category where being different is rare.”

Unlike grain, which is the main ingredients in most vodka’s, grapes don’t need heat to release their sugars. Ciroc uses cold maceration and fementation and cold storage processes. This technique preserves its distinctivefreshnessandextractsamoreflavourfulcombinationofthefruit characters.

Another one of Ciroc/s USP is it’s 5 times distilled using a traditional, custom-made, copper pot distillation lends Ciroc, Ultra Premium its amazingly smooth texture.

In 2007 Sean Combs, the “CEO and founder of Bad Boy WorldwideEntertainment Group partnered with Diageo combining a strategic alliance to oversee and manage all marketing and branding initiatives for Ciroc vodka.

Sean’s ownership of entertainment companies include a broad range of businesses including recording, music publishing, artist management, televisionandfilmproductionetc.Hissuccessinmusichastranslatedinto a collection of his businesses leaving an indelible mark on the worlds of entertainment, fashion and fragrance – a true testament to his marketing prowess”.

Sean Combes: “I’m not just a celebrity endorser, I’m a brand builder, I’m a luxury brand builder.”

He wants to heavily contribute to make his brand a household name “They’re looking for something that tastes like their lifestyle”.

“It’s that trendsetter, that hipster, someone who’s looking for luxury and looking for something better.”

“CELEBRATE LIFE RESPONSIBLY”Mixology:

“ENJOY THE CLEAN FINISH OF CIROC”Website Research:

When entering the website you have toprovide your date of birth (Having to be over 21 to gain access to their website) which is the legal drinking age over in USA.

Entering any age under the drinking age in the USA will defer you to alternative website that contains information regarding underage drinking.

The feel and emotion of their website is clean, pure, premium, white representingfilteredandpurityallofwhichreflectsthebrandandproduct.

Ciroc Products:

Small Advertisement of Ciroc begins, when enetering the website:

“PERFECTLY SMOOTH”

Ciroc Vodka has recieved positive press within the celebrity world and within Vodka advertisement, sales and audience of Ciroc inlcuding the following:

In2010“flavouredvodka’swereup16%lastyear,comparedtoits1%gain for traditional vodka.”

“Ciroc’s intended result of attracting more women to spirits, especially youngwomen.Butflavoursattracttheyoungmenaswell,andhavebeen a force in taking them away from beer.”

“Vodka least expensive to manufacture derived from grains, potatoes or grapes with no aging required.”

“Ciroc, a french ultra- premium vodka, made from select Mauzac Blanc and Ugni Blanc grapes grown and harvested in the Cognac and Gail-laicregionsofFrance,isoneofthefinerandmoreinterestingvodka’sto hit the market in the last serveral years even without the addition to flavours.

“Salesjumped41%to$6.8millintheyearendingOct3.Diagosaysthebrandgrew552%from2007to2010andreplacedBelvedereasthe2nd ranked vodka in the ‘Ultra Premium’ category.”

“Ciroc vodka is ranked No. 2 in premium vodka and named ‘Spirit Brand of the Year’ (November, 28th 2011 - Jerri Vega)

“Guests (Jennifer Hudson), enjoyed speciality cocktails courtesy of Ciroc Ultra Premium Vodka.”

“OK! Magazine 5th Anniversary at Koi in Planet Hollywood sponsored by Ciroc Vodka.”

“America’s Hottest Brands 2010. - Ciroc No. 4 “liquid Credentials”

In 2007 Diddy states “I’ve branded myself as the king of celebration, and that’s what this alliance is all about.”

“CÎROC THE NEW YEAR WITH THE REAL HOUSEWIVES OF NEW YEAR’S EVE. Kim Zolciak of the Real Housewives of Atlanta hosted a CîROC New Years Eve celebration at Beauty & Essex. Guests includ-ing designer Marc Bower sipped CîROC cocktails. The bash was part ofaseriesoffivesizzlingNewYear’sEvepartiesacrossthecountrywith guests including designer Marc Bower and drinks such as CIROC cocktails to accompany them.”

“Rihanna celebrates New Year’s Eve with Diddy and Ciroc at a private estate on Saturday (December 31) in Miami Beach, Fla.”

“Diddy hosted a New Year’s Eve party last night at his private estate on Star Island in Miami, FL. With DJ Cassidy providing the night’sentertainment, and a ton of Ciroc on deck, partygoers rang in the new year with some serious style.”

Diddy posted a series of videos last night entitled “CIROC The New Year With Diddy” where he lets us in on what it was like inside his styl-ish soirée. http://globalgrind.com/entertainment/ciroc-new-year-

diddy-video

SEGMENTING AND TARGET MARKETSReference from: http://ciroclife.blogspot.co.uk/ consumer market. In order to successfully sell liquor you must be

aware of your consumer’s motives, lifestyle and personality; the vari-ables of psychographic segmentation. In the case of Ciroc all three variablesintertwine with one another to make the ultimate consumer.’

Advertisement Placement:

‘Ciroc marketers use celebrities, popular hangouts and clubs, music, social networks, gimmicks and the usual tv, magazine and billboard ads to promote their product.’

Target Audience:

‘Ciroc’s target audience is male and female 25-34 year old unbanites who aspire to live a luxury lifestyle. They are “in the know” consumers relishing in the VIP treatment they can get at hot spots. The activities, places and experiences they partake in have energy and style.”

Development (Flavours):

Liquorcompaniescreateflavoursinordertokeepthey’recustomersinterested and loyal. Ciroc not only is the only vodka made from grapes butalsohasreleased3flavorsthathavecontributedtothesoaringsales.In2010Cirocreleasedtwooutofitsthreeflavours:RedBerryand Coconut,andintroducingtheirthirdPeachflavourinNovemeber2011.

In 2007, Sean “Diddy” Combs agreed to become a brand ambassador for the product. In December 2007, the commercial for CîrochadSeanCombscallingCîrocthe“OfficialVodkaof New Year’s.” Combs sometimes jokingly refers to himself as “Ciroc Obama,” a play on the name of U.S. President Barack Obama.Combs has improved sales; Ciroc has sold more than 1 million cases in 2011.

Business Marketing:

‘... is marketing of goods/services to individuals and organisations for purpose, other than personal consumption. Ciroc’s sales lay heavily on liquor retailers and wholesalers, bars, restaurants and clubs (known as RESELLERS) in major US cities.’

Market Segmentation:

‘Ciroc uses psychographics segmentation as the base to segment their

There are two strategies in which Ciroc uses simultaneously, the push and the pull stategy. The push approach is an aggressive personal selling and advetrising appraoch that trys to con-vince a wholesaler or retailer to carry and sell their merchandise. They educate bars or nightclubs about the brand, how Ciroc is made, what their USP’s are and why to chose them over competitors.

The pull strategy on the other hand stimulates consumer demand to obtain product distribution by focusing its promotional efforts on end consumers or option leaders.

However, Ciroc’s company shows just how its sales have a positive outcome from utilising both ideas, as 4 million cases sold in 4 years due to Ciroc’s heavy advertising; billboards, print ads, internet ads and televi-sion ads; product placement, celebrity DJ endorsements and gimmicks like“theOfficialVODKAofNewYearsEve”and“theOfficialVODKAofThursday Night”, ‘Friday Night’ and ‘Saturday Night’. All of which create serious consumer demand.

Ciroc Vodka is what marketers would call a Specialty Product. It is boughttosatisfyanindividual’spersonalwantandcanbeclassifiedasboth a business and a consumer product. Marketers at Ciroc advertise this vodka as the “IT” vodka, a luxury vodka for the “IT” people and having this vodka served at your party gives you a certain high social status and exclusivity.

Ciroc’s product mix consists of four vodkas; Ciroc Vodka, Ciroc Red Berry,CirocCoconutandCirocPeach.Thefirsttwoflavorstodroplastyear were the Red Berry and Coconut. This past month Ciroc Peach hit stores in New York but I have yet to see any marketing, advertising orrepresentationofthisnewflavoranywhere,notevenontheCirocofficialwebsite.AtaCiroceventIjustattendedthispastweekwhichwas supposed to be an event for just bar staff to my disappointment ended up being a music industry type event where Ciroc gave awards to they’re Ciroc Boys; endorsed DJs. They served free Ciroc drinks and IwasabletotrythePeachflavorforthefirsttime;itwasprettygood.TherumorwasthattheyweretestingthePeachflavorinNewYorkandMiami only and that was why there has not been much talk about the newflavor.ButIcan’tsaywhetherornotthisisindeedafact.All four bottles are clear and bottled similarly, keeping the products in uniformity. The only differences they have from one another are the colors of some text and color gradient on the bottle and most important whatstandsoutthemostasanindicatorofwhichflavoritiswouldbethe solid dot or circle on the front of the bottle right above the name CIROC. Ciroc Vodka is blue, Red Berry is red, Coconut is white and Peach is a light orange.

INTERGRATED MARKETING COMMUNICATIONS, STRATEGY AND ADVERTISING

EXISTING ADVERTISINGDiddy & CÎROC Present: Art of Celebration Advertisement:Music: Luck Be A Lady - Frank Sinatra‘Ciroc Premium’ - ‘Perfectly Smooth’

Diddy/Sinatra Ciroc commercial AdvertisementMusic - Come Fly With Me - Frank Sinatra“When I celebrate life, I celebrate with best, Ciroc Ultra Premium Vodka” - ‘Ciroc Ultra Premium Vodka, celebrate life responsibly’

We want to keep the glamorous concept and imagery within Ciroc’s previous advertising, as this is their advertising. As you can see, Sean Combsstarsinhisadvertisingwhichofcoursewillbedifficultforustoachieve, however thought of co-operating him into our moving image in a different way, as it is his drink. Perhaps using one of his established songs over the top. We like the black and white aspect of the stills opposite and thought about using Croc’s branding colour of blue to stand out within certain parts of the advert for example on the bottle and use blue lights.

• Oldstylejazzmusic–FrankSinatra,verywellknown American singer• Blackandwhite–classic• Mostlymaledominant,howevercoupleofwomenin advertisement• Dinnerparty–glamorous,celebrities,luxuriouslifestyle.• Sean‘P.Diddy’Combsstarring• Expensive• Celebrating• Relaxed• HavingFun,Laughinganddancing

CIROC - THE OFFICIAL VODKA OF NEW YEARS

REFERENCEFROM:http://vimeo.com/11440362

PRIMARY RESEARCH RESULTSSex: Male / Female

Age18-25/26-35/46-55/Over55

1. Do you drink? Yes/NoIf ‘No’ go to Question 7.

2. Would you choose vodka over any other spirit? Yes/No

3. What vodka do/would you drink?

4. What mixer would you usually use?

5. How much would you spend on vodka?

6.Would/areyouinterestedintryingflavouredvodka? Yes/No

7.Whichflavoursinparticular?

8. Name 5 brands of vodka:1.2.3.4.5.

9. Do/would you buy vodka for the following?

PriceAdvertisementCelebrity EndorsementAvailable FlavoursBrandOther …………………………………………………………………….

According to primary research women would chose to drink vodka over any other spirit rather than males. This is why we choose to advertise towards the female market within the UK. Looking at Ciroc’s existing advertisement they currently aim towards the male genre. If we’re bringing Ciroc over to the UK, where no advertise-ment has yet been created, we would advertise towards the female genre as they are more likely to drink this particular spirit and also draw away from creating something similar to his US advertising concepts.

Even though we want to create something different, we have to acknowledge the brand identity and what it represents, who Ciroc’s target audience is and their current marketing.

When asked for people to name the top 5 brands the most frequentently mentioned were Smirnoff and Abslout. These are seen as the top 2 competing vodka brands in the UK. However, vodka’s such as Russian Standard and Grey Goose are probably the nearest to Ciroc in terms of pricing and target audience.

Also from research, I found that people would be pressured to buy vodka through either the price of the product or the brand of the vodka. Which means the brand is something we really have to promote through this moving image project, as this product costs $30 in the US.

ABSOLUT

70cl bottle - £18.50 (average)

Approx, the same amount for Ciroc.

Much of Absolut’s fame is due to its long-running advertising campaign, created by advertising agency TBWA, also from David Jones’s status in the business world and in Africa alone. Based on the distinctive bottle shape having started around 1980 with photographer Steven Bronstein, and with more than 1500 ads, the ad campaign is the longest running ever. The ads frequently feature an Absolut bottle-shaped object in the center and a title “ABSOLUT ____.” at the bottom. The original idea for the campaign came from South African art directorGeoffHayeswhoreportedthattheideaforthefirstAbsolutad,Absolut Perfection, came to him in the bathtub. A number of art directors and copywriters added to the campaign in the early years including: Graham Turner, Denise Dell Harbin, Dave Warren, Tom McManus, Everet Cilliars, Steve Feldman, Harry Woods, Arnie Arlow, and Peter Lubalin.

Reference from: http://en.wikipedia.org/wiki/Absolut_Vodka http://www.absolut.com/uk

ABSOLUT PEARS introduced in 2007.

ABSOLUT 100 introduced in 2007.

ABSOLUT MANGO introduced in 2008.

ABSOLUT BERRI AÇAI introduced in 2010 ABSOLUT WILD TEA introduced in 2011

ABSOLUT ORIENT APPLE introduced in 2011

We added this to our research as both Absolut and Ciroc share this concept of encouraging their consumers to drink responsibly. Absolut do this through informing their consumers via their website of precautions they can/should take and through raising their general awareness about drink limits etc. Ciroc also do this via website and emphasise it through their tagline “Celebrate Life Responsibly”.

SMIRNOFF

Diageo:

Strategic BrandsOur strategic brands are our primary growth drivers across our markets and so are the main focuses for our business. They have broad consumer appeal across geographies, and although each of them has a rich heritage they all continue to innovate and expand to meet new and emerging consumer trends. We manage and invest in these brands on a global basis so you will see consistent marketing from country to country.Their fourteen strategic brands are:• CrownRoyal(Whiskey)• JohnnieWalker(ScotchWhiskey)• J&B(ScotchWhiskey)• WindsorPremier(ScotchWhiskey)• Buchanan’s(ScotchWhiskey)• Bushmills(IrishWhiskey)• Smirnoff(PremiumVodka)• KetelOneVodka(SuperPremiumVodka)• Ciroc(UltraPremiumVodka)• Baileys(Liqueur)• CaptainMorgan(Rum)• JoseCuervo(Tequila)• Tanqueray(Gin)• Guinness(Stout)

Vodka Vodka is a dynamic category that continues to grow and attract new consumers across the world. Our range of premium vodkas all have unique and discerning characteristics and we have developed some of theworld’sfinestmarketingcampaignsacrossthecategory.Our

collection of vodka brands includes the world’s best selling premium distilled spirit and most popular vodka – Smirnoff, selling 24.8 million 9-litre cases last year*.

Vodka is a category that has universal appeal and we continue to put a strong focus on innovation and expansion across the sector. One of our recent successes is the launch of Cîroc, a super premium vodka made exclusively from top-quality French Mauzac and Ugni Blanc grapes. Smirnoffflavourscontinuetobeanimportantextensionwithinthecategory, and in 2008 we secured a 50/50 joint venture with the Nolet family to sell, market and distribute Ketel One vodka – a crafted Ultra-Premium vodka with outstanding liquid credentials.

Smirnoff:

Smirnoff is a brand of vodka owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov (1831–1898), the son of illiterate Russian peasants. It is now distributed in 130 countries.Smirnoffproductsincludevodka,flavouredvodka,andmaltbeverages.InMarch2006,DiageoNorthAmericaclaimedthatSmirnoffvodkawasthebest-selling distilled spirit brand in the world.

Top markets: United States, Great Britain, South Africa, Canada, IrelandLaunch: The world’s best selling premium distilled spirit continues the traditions of Pierre Smirnoff, purveyor to the Imperial Russian Court, 1886-1917.TheproductionofSmirnoffVodkaasweknowitwasn’tstartedin the US until 1934.

Variants:• SmirnoffNo.21vodka-aclassicRussianstyle vodka with a clean taste, light fragrance and

coolfinish.• SmirnoffBlackvodka-arichanddistinctivevodka,withrich chocolatearoma,bigspicedflavoursandavelvetroundedmouth feel.• SmirnoffBluevodka-Robustanddry100proofvodka• SmirnoffNorskvodka-paleblueandflavouredwithNordic berries• SmirnoffCocktails-arangeofpre-mixedvodkacocktails• SmirnoffFlavours-arangeofflavouredvodkasincludingtastes such as watermelon, raspberry, citrus, passion fruit, cranberry, orange, cherry, strawberry, lime, vanilla and green apple• SmirnoffIceanditscrispsiblingSmirnoffBlackIce-readyto drink variants that created an entirely new segment in beverage alcohol during their introduction in 1999 Fact: Smirnoff vodka is created by a unique process involving threedistillationsandtenstagesoffiltrationtodeliver smoothness and clarity.

Smirnoff Flavours (Numbers) Most Smirnoff products have an identifying number that is dis played on the label. Some of these numbers are:• 21:SmirnoffRedLabel,37.5%or40%ABVlocationdependant.• 21:SmirnoffNorth(previouslySmirnoffNorsk).Thisisthe classicSmirnoffRedLabelvodkaflavoredwithNordicBerries.In the United Kingdom and some other markets, it is called Smirnoff Nordic Berries.• 21:SmirnoffClassicMix.SmirnoffNo.21vodkapremixedwith either lime soda or cola in a 70-cl bottle.• 21:Smirnoff“ExpertlyMixed”.SmirnoffNo.21vodkapremixed withColaorTonicWaterina250mlcan.Colamixis6.4% ABV,Tonicis7.5%ABV.• 21:SmirnoffVodkaandCranberryJuice.SmirnoffNo.21vodka premixed with Ocean Spray Cranberry Juice in a 250-ml can.• 21:SmirnoffMule.SmirnoffNo.21vodkapremixedwithginger beerandlime.4.8%ABV

• 21:SmirnoffEspresso.Coffee-flavouredSmirnoffvodka,37.5% ABV. [2]• 27:SmirnoffSilverLabelVodka,45.2%ABV.• 55:SmirnoffBlack,40%ABV.Asmall-batchvodkathatis produced in copper stills.• 57:SmirnoffBlueLabelVodka,45%or50%ABV(location dependent)• 60:SmirnoffVladimir,40%.AvailableonlyinPoland• 63:SmirnoffTwistedVGreenApple• 64:SmirnoffIcePomegranatemaltbeverage,5.5%ABV• 66:SmirnoffIceRaspberryBurstmaltbeverage,5.0%ABV• 66:SmirnoffTwistedVRaspberrymaltbeverage• 67:SmirnoffTwistedVMandarinOrangemaltbeverage• 68:SmirnoffTwistedVBlackCherrymaltbeverage• 69:SmirnoffTwistedVWatermelonmaltbeverage• 70:SmirnoffIceWatermelonmaltbeverage• 71:SmirnoffIceTripleFilteredmaltbeverage,5.6%(4%insome locations) ABV.• 72:SmirnoffIce,5%ABV.IntheUnitedStates,itisamalt beverage; elsewhere it is vodka-based. Labelled as “Spin” in South Africa.• 73:SmirnoffBlackIce,7%ABV.IntheUnitedStatesitisamalt beverage; elsewhere it is vodka-based. Labelled as “Storm” in South Africa.• 74:SmirnoffIceTripleBlack.Alime-flavouredmaltbeveragesold intheUnitedStates,4.5%alcohol.• 75:SmirnoffIceDoubleBlack.SoldinAustralia,SouthKorea andNewZealand.6.5%ABV• 76:SmirnoffIce.SoldinCanada.7%ABV• 83:SmirnoffIceWildGrapemaltbeverage,5%ABV• 84:SmirnoffTwistArcticBerry• 85:SmirnoffTwistedRaspberry.SoldinCanada.• 92:SmirnoffTwistedGreenApple.Canada7%• 97:SmirnoffIceTripleFiltered.SoldinGermany.3%ABV• 103:SmirnoffTwistedVArcticBerry

• 110:SmirnoffIceDoubleBlack&Cola• 120:SmirnoffIceSpice.SoldinJapan.The basic Smirnoff vodka — number 21 — has performed well at spirit ratings competitions. It was awarded a double gold medal (the highest award) at the 2009 San Francisco World Spirits Competition.

Smirnoff Cocktails:

SMIRN-OFF WEBSITE HOMEPAGE

SMIRN-OFF ADVERTISING

‘CINDERELLA’ CONCEPT

Cinderellasignifiers:

Glass SlipperMidnight 12 ‘o clock2 Ugly SistersPrince CharminFairy GodmotherEvil Step MotherPumpkin - Horse and Carriage

DISNEY CINDERELLA FILMSMIRN-OFF LOGOSMIRN-OFF BOTTLE

Referencefrom:http://www.youtube.com/watch?v=ggS61GeN-dA

Abovearescreenshotsofthedisneyfilm‘Cinderella’emphasisingthemain iconic parts of the story in which we could use within our movingimage. Keeping similiarily to the storyline so that our target audienceunderstands the concept.

Our ideas include for Ciroc Vodka to represent either the Fairy God Mother or the Prince Charmin, but will be discussed through further development of our idea and when storyboarding.

GHD - CINDERELLA CONCEPT - TV ADVERT

Reference from: http://www.utalkmarketing.com/pages/CreativeShowcase.aspx?ArticleID=19330&Filter=0&Keywords=&Order=LATEST&Page=1&Title=ghd%20’Cinderella’%20ad

RKCR/Y&R (agency) is launching the second instalment of its ‘Twisted Fairytales’ campaign for hair brand ghd (Client) this Saturday (October 23).

The new execution, which will break during The X Factor, supports the launch of the Midnight Collection, featuring a new Gold Classic styler, which it is positioning as the ‘must-have’ beauty tool for the party season.

ThenewbrandfilmtellsanupdatedversionofCinderella’sfamouspartyscene. As the clock strikes midnight and her dress disintegrates, she stumbles upon a powder room in which she discovers the ghd Midnight Collection. She creates a new edgier look using the styler and some found items and stuts back into the party, ignoring the besotted Prince Charming.

Thefilm,whichtheagencymadewithdirectorFloriaSigismondi,featuresthe track ‘Lucky You’ by Los Angeles-based band Le Rev, which RKCR is releasing as a single through a newly-formed record label, Two Black Cats Records. The Cinderella-story has also been edited into a video for the track. The full-length video can be downloaded from ghdhair.com.

Damon Collins, executive creative director at RKCR/Y&R, said: “The Twisted Fairy Tales campaign takes the traditional ‘heroine-needs-rescuing’ genre and spins it elegantly on its head.”

Referencefrom:http://www.campaignlive.co.uk/thework/1036079/

RKCR/Y&R has launched a new record label, Two Black Cats and the recordlabel’sfirstsigningisonthelatestGHDadcampaign.

ThelabelisbeingrunbyRKCR’sheadofmusicDanNealeanditsfirstsigningisLA-basedindie-rockoutfitLeRev,whoseforthcomingsingle,Lucky You, is the soundtrack to the agency’s new ghd ad.

ThenewGHDfilmpromotesthebrand’s‘MidnightCollection’.Thefilmhas been edited into a music video to accompany the song’s release, as well as online and TV ads. RKCR collaborated with director Floria Sigismondi for the campaign.

The new ad is second installment in the brand’s ‘Twisted Fairytales’ campaignandisbuiltaroundthecharacterofCinderellawhofindsthattheball isn’t ruined when the clock strikes midnight. The multi platform, integrated campaignincludesfilm,printandsocialmedia.

Refence from: http://www.thedrum.co.uk/news/2010/10/22/pound3m-cin-derella-tv-campaign-ghd

A new £3m TV advertising campaign for hair styling product brand ghd is set to roll out, promoting its new Midnight Collection, the biggest campaign launched by the brand.

MikeCohen,ghdchiefmarketingofficer,says,“TheCinderellacreative-which turns another conventional fairytale on its head and demonstrates perfectlyhowghdconfidencecanhelpwomeneverywheretobecomethe“Belles of the ball” this Christmas.”

Accompanying Print Campaign Even though these prints are not directly similar to the TV ad, you can

tell that there is similar styling, concpet and a motif is carried through the campaign, along all media platforms. What we like about these prints is the copy, using poetry which reffers to the fairy tale and the brand of GHD. We are thinking of following a similar idea, adding poetry to our TV advert, which will be narrated over the top of the moving images, not necessarily part of the dialogue but used as Non-diegetic sound along with relevant music choice.

If we add a script to the project we thought we could ruin the relationship of the established characters already known in ‘Cinderella’. We looked at how perfume adverts such as J’adore and Channel use narration over the top of their adverts instead of scripted copy and how they can still portray the character in which they want to achieve.

J’adore Advert:

Charlize Theron walks down a hallway, taking off her dress, removing her necklace and walking on it, telling us to feel what’s real, advertising the Dior fragrance, j’adore.

TheArtistisanotherprimeexample,asthissilentfilmreleasedin2011,wasablackandwhitesilentfilm,inwhichtheyhavetoengagewiththeaudience and create the character’s personality through gestures, body language and facial expressions opposed to copy.

J’adore - Charlize Theron

Advert Copy: “Gold is cold, Diamonds are dead, A limousine is a car, Don’t pretend, Feel what’s real, That’s it, J’adore, Dior”

Reference from: http://www.youtube.com/watch?v=WhuMhSZESQU

STORYBOARD

COPY

It’s New Years Eve, she has nothing to wearHer friends have gone out with not even a care...

The to her surprise a gift appears Perfectly Smooth, guaranteed to dry her tears

Transformed by its power she steps out with prideGlamorous and elegant, she no longer has to hide

She looked to the left and standing right thereThe mysterious man, approach? Should she dare?

As he gets closer the attraction is clearTall, sophisicated, smooth - drawing her near

The clock strikes 12, to her ultimate horrorShe has to get back before the morrow

Finally she awakes, her face lit with gleeShe will always celebrate life responsibly

Ciroc Ultra Premium Vodka, Celebrate Life Responsibly.

FINAL MOVING IMAGE

PRINT ADVERT PHOTO-SHOOT

We tried editing the moving image with both a voice over and with written text as we felt that the voice over was too heavy ontop of the soundtrack due to recording issues and interupted too much with the music, which we wanted to keep as a signifyer as Ciroc is Sean ‘P. Diddy’ Combs vodka being one of the main USP’s.

Even though the copy reinforces the story behind the moving image, from feedback we were told that the ‘Cinderella’ concept was easily understood and portrayed through just the visuals, not needing the copy.

On this note, we decided to submit two copies of the moving image one without any copy and just the soundtrack over the top and a version with written copy as we feel like this moving image brief should contain some form of copy aspect.

Photo shoot for Ciroc print advert:

These are some of the best photographs from the photo-shoot which we as a group thought would have the best potential to use as a print based advertisement and which we thought was in suiting with the moving image project. Of course to keep continuity in editing stages, we are turning the images black and white and thought about possibly turning certain aspects of the photograph blue, the Ciroc brand colour, to give it something a bit more to offer. Because we want to keep continuity we also were thinking about adding appropriate copy from earlier which also features in one of our moving image versions. Having the copy as a strong aspect in our print advertisement would be a better advantage as people would have time to read the poetic copy and hopefully understand the concept through both visual and verbal elements.

EDITING STAGES

Wereallylikethefittingcopythatcouldpotentiallygowiththisprint:‘Finally she awakes, her face lit with glee, she will always celebrate life responsibly’,usingtheircurrenttaglinefitsperfectlywiththispoeticcopy. The only problem with this edited image is because of so much happening with location and elements of the mask and rose etc it’s hard to place the logo and copy in a place where both are visible, without strainingtofindorreadwhatthetextsays.Thelogointhetoplefthandcornerisverydifficulttoseeandfounddifficultytoplaceitelsewhereforit to be easily visible and too make sure their is a balance within the image because of the close up of the iconic aspects which are vital in the print advertisement.

With these images we made Ciroc’s brand colours more dominant by changing the colour of the dress to clarify that because of Ciroc ‘Cinderella’ has ‘transformed’ as from current adverts this is what the Vodka is about, glamourous, but for anyone and everyone to enjoy. Again we have taken the poetic copy, making it look a little more like fairytaletextusingadominantfirstletter,inanoldenglishstyle,similarto the GHD print advertisement but not to the extreme. This hopefully will reinforce the ‘Cinderella’ concept through the print adverts. I have experimented with different distances as the one on the right, you can see more of location and has depth to the photograph which works nicely compared to the close up shot on the right where the two main charactersfittheframe,notseeingmuchofthelocation.Welikedthispositioning of the shot from the background to the body language of the characters. The male character is looking at the female, as if he is longin for her, and she has chosen the bottle over theman, which supports the fact women today don’t need a man to be happy. Because of the image, the text and logo is much better positioned and clearly visible to the viewer, balancing all elements.

This is another potential print photograph, where we turned other elements the brand blue such as the tie worn on the male character, even though in a print advertisement people have more time to view, we believed that the blue was not dominant enough along with the distance away, the contrast perhaps is too high as it is gone very dark, diffcult to see what the characters are holding and also the bottle is facing away, which is what we are advertising and therefore should be clearly visable. Also, we were’nt sure if the background of this photograph is the best shot out of thephotographs we took along with too much of a posed shot where both characters are looking straight at the camera.

FINAL PRINT ADVERT EVALUATIONThebriefwastocreateamovingimagefilmnolongerthan3minutesinlength.

ThegroupchoseastartfilmbasedonthefairytaleCinderellawiththeclientidentifiedtargetingfemalesasaprimaryaudience,andmalessecondary.

Ciroc Ultra Premium Vodka has a predominantly male target audience during the adverts in the USA, these adverts also very often include celebrities and models, which portray it as a very high end drink. However, out research has shown that everyday people in the US also enjoy Ciroc, which suggests to us that the use of these celebrities and models is more for endorsement as it is a new product.

Ciroc has yet to be advertised in the UK although it is known in some circles. Out creative challenge was therefore to advertise Ciroc to a UK market, to a middle market, socio-economic groups B and C, and in doing so maintain an element of celebration and enjoyment.

We chose the Cinderella story as it portrays a not so well off girl, trans-forming into someone mysterious and glamorous with the help of her Fairy Godmother. We decided that Ciroc would play that role, and in the end she rejects Prince Charming in favor of Ciroc.

Welookedatthesignifiersofthestory,e.g.hertransformation;theglassslipper; Prince Charming; the Fairy Godmother; the pumpkin coach she travelled in, the hiding of her identity and that it was a fairytale. We thought of ways we could use them with a slight spin. Our Tutor Letitia suggested she could step onto a bus and step out of the car transformed, which we thought was a great idea, and although we did not use it, we decided to go with that concept of using everyday objects.

The shoe in Cinderella was the lipstick stained glass in out interpretation, Ciroc was the type of Fairy Godmother, and we span the story slightly so that she did not end up with Prince Charming as all she needed was Ciroc

i.e. she didn’t need a man to make her happy - which is a modern day message. She wore a mask to partly conceal her identity, but we used amaskoftheBritishflagtoreinforcetheUKtargetmarket,thisisalsoused in the Print Ads. Finally the use of rhyme in the copy was used to reflectthefairytaleaspect.DamonandCynthiawereusedasthemaincharacters as they are over 21 and therefore in the age bracket of the identifiedtargetaudience,italsoaddedamulticulturalaspect,whichisvery evident in all of Sean Combs Ciroc advertisements in the USA.

The emphasis for us was making it a modern daygirl next-door type of advertisement, with some glamour, fun and celebration, which we feel wedidquitewell.HadwemoretimeandresourceswewouldfilmitinLondon, hired actors, used a more expensive car and had hairstylists and make-up artists.

Thisisdefinitelyaconceptweplantore-visitinthefutureandbuildon.

The group worked extremely well throughout the whole process, we feel we successfully met the requirements of this brief. Everyone used their strengths in assuming their roles, and we were always there to support each other and bounce ideas off one another. We all feel this was the best group work experience to date.

Cynthia Newman. Fay Szakal. Damon Ryall20842619 20749597 20794941