JOB TITLE. Chew- Bright Colgate sugar-free chewing gum PARTIES INVOLVED. Client: Colgate- Palmolive Designer: Jacquie Synnott INTRODUCTION

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1 Jacquie Synnott

2 JOB TITLE Chew- Bright Colgate sugar-free chewing gum PARTIES INVOLVED Client: Colgate- Palmolive Designer: Jacquie Synnott INTRODUCTION (Description of the background findings based on research) About - Chew-Bright is a healthy alternative to sugar gums, it is a sugar-free chewing gum that as well as tasting good, cleans your teeth -Sold in small packages with only 6 pieces in each for fast consumption and to be shared around -For people with busy lifestyles, Chew-Bright is essential when on the run, before a meeting social situation or after lunch to freshen up. -Colgate own 63% of the oral-health market -#1 most trusted brand worldwide -Colgate is not about the product as much as it is about their personality -Colgate spend money on advertising to show their fun and relatable personality REASON FOR BRIEF -Colgate have not expanded into the chewing gum market yet -Cleans teeth as well as tasting good and being sugar-free -People would purchase Colgate sugar-free gum because they trust the brand will produce a product that will benefit them -It is both healthy and efficient -It is fun sized i.e can be bought on the run and can easily fit into pockets without looking obvious Why would this be positive for Colgate? -Resonates well with current advertising style which is fun, personal and relatable -Different from the current boring Colgate style of packaging design- as this gum in entering a new market it is important for it to be visually pleasing And to resonate well with its target market BACKGROUND Market Trends Health Trend- Chew-Bright is sugar-free and cleans teeth at the same time Instant Gratification Trend- This gum has small packaging and only 6 pieces of gum are sold in each pack. Intended for a one-day use only and to be shared around Current Competitors -Wrigley s Gum consisting of: 5 gum which owned 1/4 of the gum market in Australia in 2012 Extra which owns 25% of the gum market in Australia in 2012

3 Wrigley s is a trusted brand that is thought of as a safe choice when buying gum. They are respected and have been around for a long time that they have earned their respect -Juicy Fruit -Orbit -PK TARGET MARKET Age group, gender, socio economic group Primary -Generation X and late generation Y -Both female and male -Young professionals -Graduates -Inner city lifestyle and home -Lead very busy lifestyles -Social -Career involved -Socially Aware -Health Conscious -Medium to Medium- High income earners -Travel Secondary -University Students as people aspire to their elders -Professional, head strong, together -Dedicated students who may already be involved in the work force -Also lead very busy life-styles -Both female and male -Social -Would share Chew-Bright around to friends as there is not much in the packet Tertiary -Baby Boomers -Busy lifestyles -Parents -Into their careers -Social with family and family friends -Go on short holidays

4 SINGLE MINDED PROPOSITION- UNIQUE SELLING PROPOSITION In a statement what is the product/ brand service offering? What makes it the only? - Chew-Bright is the only Colgate gum available on the market and is also the only gum that freshens breath as well as cleaning teeth at the same time. -There are only six pieces of gum in the packet, which means the gum is to be consumed in one day, and due to its small size, Chew-Bright is for sharing. OBJECTIVES What are the perceived communication objectives of this project? What is your message? Will you outcomes be original, flexible and lasting? - Chew-Bright is original, as Colgate does not have any products within the chewing-gum market -The product is healthy, tasty and efficient (cleans teeth) which is typical of a gum made by the most trusted oral health brand in the world -Most gums have a large number of pieces in the pack, Chew-Bright has only six pieces, this means it is intended to be shared around -The product will last between one and two days. The packaging is small, sleek and is meant to slide into pockets DESIGN TASK Name: - Chew-Bright by Colgate Tagline: - When you re too busy to brush Master Brand Logo possibilities:

5 Look and feel/ Communication Approach: -Clean design using both bold aspects and white space -Bold writing, easy to see/ understand/ relate to -Resonates well with brand advertising which is fun, colourful and relatable -Colours to be dulled blue/green (mint aspect) and dulled down red (brand colour) -Colours reflect the brand yet has a point of difference Colour Pallete: Font: -Bebas Neue -Gotham Light Design/ Media outcomes: The design style of Chew-Bright will be based on the elements shown in the following photographs. -White space - Fresh colours -Simple yet popping font -Bold

6 Media Outcomes: - Chew-Bright will initially be handed out for free around the CBD and North Sydney so the intended target market will recognise and have even tried the product before it goes on sale. -As well as these locations, it will be availble for free at reception desks of most office buildings within the CBD areas. -Lastly, the gum will be for sale in dispensers in bathrooms inside bars, appropriate clubs and restaruants within the CBD areas of Sydney. TONE AND MANNER/ BRAND PERSONALITY What the brand is: -Convenient -Small/ pocket sized -Fun sized -Efficient -Fun What isn t it: -Feminine -Obtrusive -Boring -Hard to use -Confusing Personality: -Humorous -Helpful -Consistent -Approachable If it were a car it would be a Mazda2 as it is intended for the inner city as it is well equip for the surroundings. PROJECT TIMELINE Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Concept design (first presentation) Work off feedback from first presentation and touch up design development. Continue to RESEARCH. Research is finalised, continue on design development. Have ready for interim presentation. Interim presentation Make quick, yet necessary changes from feedback PRESENT!