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I pulled this creative brief from the Dos Equis print advertisement project. This project aimed to introduce a younger male audience to Dos Equis and its products through print advertisements. The print advertisements would appear in magazines with a male-dominant audience, such as Sports Illustrated, Men’s Health, and Esquire. Ads will appear in these magazines every time they are published. Strategies used included testimonial strategy, icon strategy, and humor strategy. The testimonial and icon strategies come into play through celebrity endorsements and appearances in the print advertisements, while humor strategy appears in the copy.

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The headlines are from the Dos Equis headline project. This project aimed to introduce a younger male audience to Dos Equis and its products through new headlines using a variety of strategies. The headlines would appear in advertisements on various male-dominated channels, such as sports channels like ESPN or male-focused magazines like Men’s Health. Strategies used throughout the project include icon Strategy, Humor Strategy, Exaggeration Strategy, Sexy Strategy, and Social Networking Strategy. In the final recommendations, personification and celebrity endorsements were utilized to create the headline.

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These print ads are from the Dos Equis print advertisement project. This project aimed to introduce a younger male audience to Dos Equis and its products through print advertisements. The print advertisements would appear in magazines with a male-dominant audience, such as Sports Illustrated, Men’s Health, and Esquire. Ads will appear in these magazines every time they are published. Strategies used included testimonial strategy, icon strategy, and humor strategy. The testimonial and icon strategies come into play through celebrity endorsements and appearances in the print advertisements, while humor strategy appears in the copy.

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Messaging Strategy

Lume slogan: Better. Different. Everywhere.

Product-centric: highlighting the scents and features of the full-body deodorant product

Feature strategy: highlighting the scents and features of the full-body deodorant product

Make women feel like they need it to be put together

Media Strategy

Workout Playlist Spotify Ad

Midday/Afternoon Radio Spot

Podcast Ad (podcasts popular with women)

Creative Strategy Statement

Lumē's advertising campaign highlights the product features and leads the audience to believe Lume is trendy through storytelling and highlighting product features in the advertisement. By integrating the brand's slogan "Better. Different. Everywhere." into the messaging, Lume will stand out as a unique product. Our ads will target women ages 18-25 through product-centric messaging.

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Messaging Strategy

Lume slogan: “Avoid the summer stink, use Lume to smell good again.”

Emotional Blackmail Strategy- Make the customer feel like they will smell bad if they don't use Lume.

Feature/ Uniqueness Strategy- Lume is not just any deodorant; it is a full-body deodorant.

Belongingness Strategy- The audience should feel as if they will be an outcast and smell bad if they do not use Lume.

Media Strategy

YouTube Ad, Instagram Ad, TikTok Ad

Will Run during summer months

Creative Strategy Statement

The messaging strategy revolves around the slogan, "Avoid the summer stink, use Lumē to smell good again." The slogan shows the benefits of using Lumē while creating a sense of alarm for young adults (18-25) in difficult social situations. An emotional blackmail strategy will be utilized to create a story that instills a fear of smelling bad and being socially outcasted if Lumē is not used. Lume’s features and benefits are also highlighted through the messaging.

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Messaging strategy

Lume slogan: “STOP THE STINK.”

Emotional Blackmail Strategy- Make the customer feel like they will smell bad if they don't use Lume.

Feature/ Uniqueness Strategy- Lume is not just any deodorant; it is a full-body deodorant.

Belongingness Strategy- The audience should feel as if they will be an outcast and smell bad if they do not use Lume.

Media Tactics

Social media

Media plan: Post every day, during the day, throughout the campaign, directing customers to other socials as well. The posts above will be seen on Instagram.

Mobile Email Marketing

Media plan: Drive traffic to social media using email. Email will include links and will be sent to everyone who has purchased the products before or signed up for the mailing list. Emails will be sent out once a week.

Direct mail piece

Media plan: Send mail every two months to customers who have purchased Lume previously or are signed up for the email newsletter. Mail will target individuals who may not be familiar with computers but are still interested in the product.

Creative Strategy Statement

The Instagram posts will target a younger audience and create a buzz using trendy and aesthetically pleasing posts. The copy will convince the reader they need the product to stay fresh. “Make a good impression” lines will target younger women just getting into the working world who may be nervous about the impression they leave.

The creative strategy for this email copy is to address the problem of body odor and offer a solution, such as Lume deodorant. The subject "You Stink!" is direct and grabs the audience's attention. The body of the email emphasizes the benefits of Lume's product and the consequences of not addressing body odor. A call to action was added to drive traffic to Lume's social media.

Target individuals unfamiliar with social media to share new products with them and their families. This will be a product-feature centered mail piece, as well as get the audience aware of the “Stop the Stink” campaign.

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Group Radio Ad Script

Messaging strategy

Lume slogan: Better. Different. Everywhere.

Humor strategy to exemplify the dialogue leading up to the introduction of the product.

Storytelling messaging strategy to bring the viewer along during the ad to make them feel like they are there with the characters.

Media Tactics

Workout Playlist Spotify Ad

Midday/Afternoon Radio Spot

Podcast Ad (podcasts popular with gym moms and dads)

Creative Strategy Statement

To promote a smooth, all-body, fresh-smelling deodorant for men and women and to counter other competitions. Lumē provides a wide variety of full-body scents that change the game of deodorant while appealing to men and women in different target markets. We want the audience to think that Lume has a variety of savory scents in many different products used for full-body deodorant. Lume is made with natural ingredients for sensitive skin.

My Role-

We all played a role in creating the idea and messaging strategies. I worked on writing the script as well as writing the creative brief.