Analysis of Project in the Real World

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

Creative Content

If I were to do a commercial, the first scene that you would see is the woman waking up in this dry basin next to her male companion.  She then sits up, and he says, “Your lips are amazing.” Then the woman turns to the camera and has a smile on her face as she is holding her EOS lip balm. It is unique because despite being in strenuous heat, the male model and the female model had an amazing time due to the moisture of her lips. Their skin is dry and cracked from the lack of moisture, but the woman has soft and smooth lips from her EOS lip balm. Even while being in the dry heat the woman is still having fun with her male companion and feels beautiful with her incredibly smooth lips. 

“People who think creatively recognize commonalities, visualize metaphorically, modify and elaborate imaginatively, and envision the unlikely.” Advertising by Design pg. 32

“Meaning depends on context; by changing the context, you can imagine a different meaning.” Advertising by Design pg. 35

“You can use reversal to reframe a problem to stimulate ideas or to see it from a different viewpoint, or reversal may help you to see different ways to define the problem.” Advertising by Design pg. 36

“Conventionally, a storyboard is used to plot out the key scenes intended to be filmed for a motion picture, television program, animation, or commercial.” Advertising by Design pg. 41

Promotion

Magazine Print Ad

The Big Idea

The overall idea of the campaign is to get the customers to see that Eos will make your lips incredibly smooth. It doesn’t just have to work for the lip balm; it could work for the hand lotion and shave cream as well. The first page of the Eos website states everything that sets them apart from the competition.

“We know how you feel. We want lip balm whose feel and packaging makes us smile, shaving cream that leaves our legs smooth and moisturized, and natural body lotion that makes our skin oh-so-touchable.
You're going to want to feel the difference.
Try eos and you'll know what we mean.”
The statement represents everything they are about and what it is that they are aiming for when it comes to advertising their products. The packaging of their products is unique in its own. When I bought my first EOS lip balm, everyone was wondering why I was rubbing an egg on my lips. When I explained that it wasn’t an egg but lip balm, they were automatically intrigued. The uniqueness of the packaging is a conversation starter all on its own. 

“A thoughtful, clear brief can foster focused, critical thinking and lead to creative concept formulation.” Advertising by Design pg. 17

“Asking a client to review and sign off on what has been discussed and determined can help avoid misunderstandings down the road.” Advertising by Design pg. 18

“Best practice dictates that you use traditional image-making techniques-sketch by hand using a drawing tool such as a pencil, marker, or pen, rather than using digital media.” Advertising by Design pg. 20

“The purpose of this stage is to flesh out a few of your best ideas-to explore each design concept and how it can best be expressed through the creation, selection, and manipulation of type and visuals in a composition.” Advertising by Design pg. 21

Competitive Analysis

My two biggest competitors are Burts Bees and Chapstick. The advertisements that they both offer are on two completely different spectrums. Burts Bees advertisement isn’t really appealing. It says, “Bee spit never taste so good.” I understand and know what the ingredients are in Burts Bees products, but that advertisement is kind of repulsive. It is one of those scenarios that you know and get where a product comes from, but you don’t want to hear about it. My other competition is Chapstick. Chapstick is a classic that has been around for awhile. Their advertisements however are more humorous then informational. The advertisement that they have is, “Never let your lips go naked.”The product is then dressed in an outfit created from the label itself. It's cute and funny, and yeah it makes you want to try a new flavor of Chapstick, but if you haven't tried Chapstick already or don't like it then it isn't intriguing at all.

“Advertising takes many forms. From the earliest days of radio and television, there have been commercial sponsorships of broadcast programming.” Advertising by Design pg. 5

“Product placement, in which brands are embedded into television or web programs, banks on the same cachet, hoping the viewer associates the brand with the characters on the show.” Advertising by Design pg. 7

“Once an idea is chosen, the art director is responsible for the art direction (the overall look and feel, the visual style, and the selection of photographer or illustrator) and the visualization and design, and the copywriter is responsible for the writing.” Advertising by Design pg. 11

“Creative solutions are produced by a keen and imaginative mind or by a team of keen, imaginative minds.” Advertising by Design pg. 14

EOS Lip Balm -Your Lips Are Amazing

My slogan for my project is, “Your lips are amazing.” The concept of the company is that “EOS fits a woman's sense of style and also lets her have fun in the process of getting more beautiful.” Even while being in the dry heat the woman is still having fun with her male companion and feels beautiful with her incredibly smooth lips. The point of the slogan is to get across the long lasting moisture, added shea butter and the vitamin E that are all benefits of the EOS lip balm. It is unique because despite being in strenuous heat, the male model and the female model had an amazing time due to the moisture of her lips.