Thursday, 5 June 2008

'Get on the move campaign' Always pad!

To all those who have helped in getting this far with their comments, observations and honest criticisms on the 'use a condom campaign', I would like to say a BIG THANK YOU!
I hope that is big enough!

So much about the men and the need to use a condom. I think it's time we talked about women!Lets talk about sanitary towels...

While I was at Orange Academy, my group was charged with the responsibility of coming up with a Brand/creative strategy on 'Always sanitary pad' one of the products of Procter and Gamble (P&G)! We had to come up with a brand strategy which would ultmately lead to the creative. We carried out a survey to identify the motivation for the use of always sanitary pad among Nigerian women at the 'moment' and we had a tie between safety/security and self esteem.
Looking at Brand quadrants, safety and security falls under quadrant 1, while love and self esteem constitute quadrant 4. Since ALWAYS as a brand is positioned in quadrant 1 (safety and security) as reflected in most of their ads, we decided to reposition the brand by moving it from Q1 to Q4(Self esteem) using the approach-approach method. The mainstream ALWAYS brand promises 'protection' but we changed ours to 'confidence', since we have repositioned the brand and this form the basis for our creative.

We finally came up with a print ad that reads 'Wet But Confident' with a picture of a diva who is drenched, revealing her curves and giving it a sexual appeal, yet she is still going about her entertaining business in style , exuding much confidence! We adopted the same copy for other print ads under this campaign, only that the character changes on each occasion but it must reflect an active woman who is unusually wet, yet going about her business with confidence!

I decided to take a cue from that and I came up with this print ad. I will call this the 'get on the move campaign'.

Lets see what you think about this...







Your ON days
shouldn't be your OFF days!




Get on the MOVE with...


















Always logo from P&G website


19 comments:

Femi B said...

Hmmm...I Love the visual, very direct and on point. I love creativity in people.Great minds are creative minds...but i think the "wet but Confident " thing sounds quite disgusting (i hope i speak for all women). Its just something about the "wet" word.

bumight said...

well, i cant comment on this. i thought sanitary towels were phased out in favor of tampons?

i like the visual, but i just have a problem with 'wet, but confident". i dont want to be wet, and prolly wont be confident about it

darkelcee said...

i need to be dry, comfortable and confident but the ad is cool

Howdy?

Dammy said...

@Everyone: Thanks for your comments but I need to explain that I am not working on the "Wet but confident" campaign. I only gave that explanation as a clue to what arouse my interest in coming up with my own campaign which I titled 'Get on the move'.

I need your comments and suggestions on this and not on the "Wet but confident' campaign.

Thanks

sdk said...

Hmmmm........I think I like the word wet. Well not when it comes to that time of the month. But as far as the traffic light it shouldnt be a representation for a women's cycle.

I am sure that you will come up with other solutions as you always will. Keep up the good work, looking forward to feeling more!

NigerianDramaQueen said...

*I like the slogan alot. 'Your on days shouldnt be your off days'- its concise, clear and catchy.
*Im not completely sold on the traffic light-it's a bit blah. *Other than that, I love it! I also really like your blog btw. I was going to minor in PR/AD but switched my minor to Business. Im glad I didn't do PR/AD because I dont have the mind for it...so its g8 to see creative people like you! Keep doing what you do!

NigerianDramaQueen said...

@bumight: some of us are still terrified of tampons oh!

Phoenix speaks.... said...

hi dammy...
this print ad is catchy.specially the tag line.and the concept of not even using anything feminine to depict it attracts me personally.But I'm sure you could do better than the traffic light.The tag line rocks though. :)

Anonymous said...

your idea is breathtaking but i think you should explore product in relation to its protective ability as in that is its use and women need to see that with ALWAYS they are secured and safe, and no matter how long the traffic light takes yo switch they are on course

i think i like you

Beyond said...

This is an interesting concept which i think will work perfectly with another slogan cos the line attribute to the yellow light kinda threw it off a lil bit.

Qverall, good job.

Macadamia The Nut said...

As usual you're imagery is bang on!

uNWrItten* said...

this was very well written dammy..interesting concepts..
thanks for stopping by my blog :)

Charizard said...

I've been by your blog a couple...didnt realize that you were a branding strategist...hmmn...*wheels turning* we should do a lil networking you know...

zara (my alter ego) said...

realli cool advert.. loving the concept.. makes wanna use already..lol

Manda said...

the traffic like makes it kinda confusing but the phrase is just rite! Nice work,

Dammy said...

@Everyone: Thanks for your comments and suggestions. I guess I would have to really work on my graphic in the next campaign. I promise to do that....thanks everyone.

Love you all!

Buttercup said...

i like the fact that the traffic light concept is absolutely abstract...nice..

Dammy said...

@Buttercup: I am happy you like the traffic concept!

Appreciate you stopping by!

Tairebabs said...

Hi Dammy, I liked both the tag line and the traffic light concept. Very creative and works for me.