With the Evolution of Smooth, they haven’t had a lot of advertising. It is kind of frustrating because they are such a great company and offer great products, but they don’t have a competitive advantage when it comes to advertising. I think with an ad campaign like with this project they could benefit from it because then it will step them out above their competitors. They should just do a provocative advertisement, something along the lines of what I did, and saturate the market with it. EOS is one of those brands that you only know about through word of mouth, or picking up at Ulta and experiencing for yourself.
There are a lot of brands out there that are on top of their game because of the types of advertisements that they do. Even brands that you would never expect have a risque ad. Take Sketchers for example, they have the Kim Kardashian commercial that is provocative none the less, and it got their name out there. Before when you thought of Sketchers, you didn't think high profile celebrity. Now, you associate them with Kim Kardashian and her Shape-ups. EOS just needs to partner with a celebrity like her, and then their name will be out there on the market.
“Not only do you need to think critically about formulating a core campaign idea, you must think critically and creatively about communicating something specific about the brand or group, not a generic message or pedestrian design.” Advertising by Design; Landa, pg. 204.
“An advertising campaign is a series of coordinated ads, based on an overarching strategy and closely related ideas and connected by look and feel, voice, tone, style, imagery, and tagline.” Advertising by Design pg.188
“By focusing on the attributes of an object, person, place, character, topic or theme, product, or service, you can find a characteristic that might lead to an idea.” Advertising by Design; pg.38
“It can be useful to first break the object down into constituent parts and examine the attributes of each part.” Advertising by Design; pg. 38
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