Forbidden Fruit booklet

BETTINA ALEXANDRA GJELLAN STUDENT NUMBER 00080963T

IN THIS BRIEF I NEEDED TO FIGURE OUT HOW TO MAKE A CONNECTION BETWEEN VICTORIA’S SECRET AND 100% FRESH FRUIT. I NEEDED TO CREATE A BRAND AND PACKAGING WITH TOUCH POINTS. SO IN THIS BOOKLET, I WILL TELL YOU HOW I DID IT AND WHY. ENJOY!

VICTORIA’S SECRET

03

BACKGROUND BRIEF

11

TOUCH POINT BRIEF

41

VS PERSONALITY

03

PACKAGING BRIEF

12

PRINT CAMPAIGN

43

VS BRAND PROMISE

03

UPS

14

BROCHURE

47

VS VISION

05

PACKAGING OBJECTS

14

BROCHURE MOCK-UP

49

VS CURRENT PORTFOLIO

07

TAGLINE

15

POINT OF SALE

50

IDEA DEVELOPING

08

TARGET MARKET

17

WEB BANNER

51

SURVEY AND RESEARCH

09

CUSTOMERS JOURNEY

19

CONCLUSION

53

FRUITS BENEFITS

10

COMPETITOR PRODUCTS

21

REFLECTION

54

BRAND DEVELOPING

22

LOGO

23

LOGO USAGE

24

TYPEFACE

25

COLOURS

26

PATTERN

27

IMAGE STYLE

28

PACKAGING INSPIRATION

29

PACKAGING DEVELOPING

30

FIRST VISUAL DIRECTION

31

SECOND VISUAL DIRECTION

33

MOCK-UP PHOTOS

35

TECHNICAL INFORMATION

37

PHOTO WWW.EROGLAMOUR.COM

PHOTO WWW.WALLPAPERSUS.COM

4

CLIENT INFORMATION

Victoria’s Secret was established by Roy

Today, Victoria’s Secret enjoys nearly

Raymond in San Francisco during the

a monopoly position on the retail of

1970s. Raymond saw an opportunity

intimate apparel in the United States.

in taking underwear of the time and turning it into fashion. Products stood

Starting from Raymond’s six stores,

apart from the traditional white cotton

Victoria’s Secret has grown into a giant

pieces, which department stores offered,

in the lingerie business. It has virtually

with colours, patterns and style that

no competitors in the women’s elegant

gave them more allure and sexiness.

lingerie market. In the more general

They combined European elegance

category of all underwear, Victoria’s

and luxury.

Secret’s sales also tower over the sales of all other underwear brands.

Even the name Victoria’s Secret was meant to conjure up images of 19th-

UNIQUE BRAND PROMISE

century England. By 1982, Raymond

Victoria’s Secret offers a lot of different

had opened six stores and launched

styles, but every product still promises

a modest catalog operation. He then

one thing

sold Victoria’s Secret to Limited Brands,

A FLATTERING FIGURE.

which took Victoria’s and sprinted away.

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THE CLIENT VISION

“The vision of the business is to create a brand with high emotional content that makes a woman feel alluring, sophisticated and forever young – IT IS ALL ABOUT HER.”

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PHOTO WWW.WALLPAPERSUS.COM

7

PRIMARY RESEARCH

Victoria’s Secret current portfolio

UNDERWEAR SLEEPWEAR SWIMWEAR SPORTSWEAR CLOTHING SHOES PINK BEAUTY FRESH FRUIT? 8

IDEA DEVELOPING

BRAINSTORMING I wanted to expand Victoria’s Secret’s offer to a new range, something more sexy and playful.

So I made a mind map where I tried to figure out what kind of product I could make out of fruits, and I really liked the idea of body paint. It’s a fun way to do something playful from fruits.

9

SECONDARY RESEARCH

Victoria’s secret has always been focused on a healthy life style. They want a woman to feel good about herselvf and that’s all that matters.

This is something we are taking to a new level. I want to develop Victoria’s Secret’s personality and make it more wilder, more playful and even more romantic.

IF THERE IS ANYTHING ALL HUMAN BEINGS HAVE IN COMMON, IT’S THAT WE ALL ENJOY SEX WITH OUR LOVED ONE. Sex is interesting and it get’s easily attention from everyone.

An article written by Bettina Arndt in CourierMail could tell us that that 39,2% of all men in Australia want more sex with 53.3% also hoping it will be more interesting. This was based on a survey conducted in 2011.

43,3% ARE AFTER MORE SEX AND 44,4% WANT TO ADD SPICE TO IT. She aslo could tell that:

1OF2 Of Australian couples want to make sex more fun.

We wanted to make a product that will improve peoples sex life and focus on fun and romance, because fruit is a playful food.

We will get a new market arena and develop the brand.

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SECONDARY RESEARCH

THE FRUITS I’M USING Mango and pineapple juice have both

Raspberry and strawberry can boost

been reported to improve the taste and

your sex drive because of the high levels

scent of vaginal discharge. Mango juice

of zinc, who’s associated with sex. They

naturally combats unhealthy bacteria

contain large amounts of anti-oxidants

in the urinary tract system, so this will

which help blood flow to the sexual

help improve the smell of urine as well.

organs. In males, zinc regulates the level of testosterone which is needed for

Even if you only drink a glass of one

sperm production. A man can deplete

of these juices a day, you can still see

his body’s entire zinc supply if he has

changes. The pineapple juice trick works

sex three times in 24 hours.

for men too, so if you live with your partner, consider getting him to try it

In women, the higher the zinc level the

with you.

quicker the body apparently prepares itself for sex. So the point is:

EVERY TIME YOU HAVE SEX, OR WANT TO READY YOURSELF OR YOUR PARTNER FOR SEX, YOU SHOULD CONSUME A HANDFUL OF RASPBERRIES OR STRAWBERRIES. And it’s not just the zinc content of the berries which is beneficial in the bedroom. They have the lowest glycaemic load of any fruit, meaning they provide sustained energy levels at only a few calories.

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PACKAGING BRIEF

BACKGROUND Victoria’s secret has always been focused on a health and all the products they are selling promise the same thing; a flattering body. They want the woman to feel good about themselves and that’s all that matters. This is something the new sub-brand is going to take to a new level.

I WILL BRING THE VS’S WILD SIDE OUT ON THE MARKET. Get you and your partner to have a erotic and playful night together in a healthy way so it will make it more comfortable, knowing you don’t lick and suck up chocolate and sugar, but fresh fruit and berries.

Everyone know’s that chocolate can turn you on, but if you didn’t know, some fruit and berries has the same power and also give you more energy at the same time, that’s what Victoria’s secret want to change on the market.

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PACKAGING BRIEF

BRIEF After I did some research on different

you on and even make your intime body

types of fruit’s, I found out that some

parts taste and smell better. You can play

fruit’s has the opportunity to get you

and you can feel comfortable about your

in the “mood” like chocolate has. After

body, and let your partner experience

some brainstorming on chocolate

how fresh and tasty Victoria’s secret

product’s that has a lot of focus on fun

can get you.

and romance but also could be playful, I chose body icing.

It’s not something smutty you’ll find on King’s cross. It’s not something

Victoria’s secret want to take this

you play with on your own, and it’s

concept and make a healthier option.

not something you put on top of your ice cream or cakes. Body icing

IT WILL BE FRESH FRUIT’S AND BERRIES, CRUSHED INTO A PUREE SO YOU CAN ENJOY IT ON YOUR PARTNERS BODY. So now you can get your romantic date to the next level. Play with your partner, enjoy and feel fresh after.There is no product like this being on the market now. For Victoria’s Secret as a brand,

is anything edible applied onto the body and is usually related to

SEX.

Forbidden Fruit are doing this in a more

this will make them more visible as

healthy and tasty way. It’s a romantic

they go the next step on their romantic

and playful opportunity to spice up your

personality.

relationship or to just have fun after a romantic date.

We have chosen the name Forbidden fruit, because forbidden fruit is a metaphor that describes any object of

POSITIONING:

desire (especially sexual desire) whose

Victoria’s Secret has a exclusive and

appeal results from the knowledge that

romantic positioning in the market

it should not be obtained.

world wide. Since Forbidden Fruit is going to be sold in Victoria’s Secret

BRAND CONCEPT

store, it will be an exclusive product

Forbidden Fruit is a fruit icing that will

compare to what the fruit would cost

give you a romantic, wild and playful

in the supermarket. But the price is not

night with your partner. Some fruit’s

going to be so high, we will focus more

and berries has the opportunity to turn

on the romantic and fun part.

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BRAND PERSONALITY

If the product would be an animal, it would be a big and wild, e x c l u s i v e a n d p l a y f u l l e o p a rd .

If the product would be a person, it would be Megan Fox because she’s a sex symbol, has an amazing body and you can feel the wild from her.

If the product would be a car, it would be Ferrari F70, because it’s a wild car how looks so sexy, that you have to turn around if it’s drive past.

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EXPLORE FRUIT WITH YOUR PARTNER

PACKAGING BRIEF

SINGLE MINDED PROPOSITION (USP)

PACKAGING OBJECTIVES

The product is offering a new way to

The package will keep the fruit fresh

explore fruit with your partner. Fruit can

and make it easy for the customers to

be a erotic and fun thing to play with,

communicate.

and give you a happy ending on your romantic night. It’s delicious, you’ll get a

It will look sensual, but it’s a Victoria’s

wild experience and you’re still keeping

secret product, so it has to look exclusive

your healthy lifestyle.

and classic.

The product is within the category of

Forbidden fruit will resonates with a bit

impulsive buys, you don’t plan to buy it

femininity and elegance, because it will

and try it. You’ll see it and get tempted

mostly be the woman who is going to

to buy it, and surprise your partner.

buy the products.

THE LANGUAGE WILL BE CLASSIC AND SEXY

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PHOTO WWW.WALLPAPERSUS.COM

BRAND TAGLINE

Classic but wild “Wild and erotic” “Let’s get wild” “Wanna be my playmate” “All good things are wild” “Feel wild” “Let the wild side out” “Classy but wild” “Inside all of us, it’s a wild thing” “Taste the wild” I have chosen to use “classy but wild”, because Victoria’s secret is classy and elegant, but this product will show a wild and playful side of you.

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TARGET AUDIENCE

Approx 28% of population Mostly female (and male) age 20-30.

Average/good work, good economics and high education. Respond to new idea’s, messages that acknowledge they are smart, fun and sense of community.

My typical target audience has a good confidence and are sure about her/his body. Feel comfortable naked when she/ he is with her/his partner.

The typical girl who buy this product are a girl who is study or working. She has a boyfriend, who’s study or working as well, so they get together on the evening. The girl love to make dinner for her boyfriend and use to have it ready then his home from work. They love to watch a movie together and cuddle on the sofa, and later move to the bedroom.

The typical couple for this product have been together for a long time, have a healthy and adventurous sex life and know what each other likes. Foreplay is important and they think

SEX TOYS ARE FUN.

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PHOTO BETTINA A.GJELLAN

PRIMARY TARGET AUDIENCE: GEN-Y

TARGET AUDIENCE

SECONDARY TARGET AUDIENCE: GEN-X

more. When they come home from

Approx 17% of populations

work, they’re having dinner with the

Male and female age 30-40.

whole family and after that they need

They have an average economics, is

to make sure the children do what they

educated and have a average/good job.

need to do until they are going to bed.

Respond to themselves reflected in

By the time they are going to bed, the

images or messages, style and luxury

parents are exhausted.

good and mass-market.

They feel that they need to do something A lot of married couples feel like their

with the SEX LIFE, and want to spice it

sex life need to be spiced up. They don’t

up. They know each other very well and

enjoy the sex that much any more, and

don’t mind exploring new stuff.

feel they don’t have time or energy for it.

A typical couple who buy’s this product

TERTIARY TARGET AUDIENCE: OTHERS

has been married for a long time, and

Some younger people can be in age 16-

has 2-3 kids. Has a really busy week

20 and been together with their partner

with, job, children, activities and other

for a while, who’s not afraid to explore

stuff, and they feel they don’t have that

new things with his/her partner. It’s also

much time to enjoy each other any

some older people, from the age 40-60 who could enjoy this.

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CUSTOMERS JOURNEY

FROM OTHERS ANNIVERSARY

VS WEBPAGE

ROMANTIC WEEKEND PRINT ADS AND LAUNCHING STAND

AWARENESS

EVENT

HOW THEY KNOW THE BRAND?

WHAT PROMPTS THEM TO BUY?

SPICE UP YOUR RELATIONSHIP

HIGH QUALITY OF THE FRUIT AND BERRIES, 100% FRESH MAKE YOU FELL SPECIAL

HEALTHIER CHOICE

SPECIAL OFFERS ON SPECIAL OCCASIONS COSTUMERS SURVEY AND FOLLOW UP ON EMAIL

EASY TO USE

POST-SHOP

CAPTIVATE

BRAND LOYALTY?

EMOTIONAL EXPERIENCE?

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CUSTOMERS JOURNEY

PRE-PURCHASE Victoria’s Secret don’t reach out for customers and they don’t use that much advertisement. But if you ever bought COMPAIR PRICE WITH SIMULAR BRANDS INFO GATHERING/ DISCUST WITH OTHERS

something from the online store, you will receive a mail every day. You will also get a catalogue when you receive your pack from them.

COMPAIR WITH SIMULAR PRODUCT RECOMMENDATION

They trust their consumers and don’t feel like they need to do that much more. But since this will be a whole new product for Victoria’s Secret, I’m making

PRE SHOP

a campaign. So the target audience will

CUSTOMERS RESEARCH?

know about the new product thru print ads like posters, shelving system and a folder in store. They will also see web banners on the internet.

PURCHASE When you arrive the store, you will find SEXY AND ROMANTIC ENVIRONMENT

the products in the lingerie department.

The products will be on a shelving SERVICE AND KNOWLEGDE FROM STAFF

system to show off and be placed around beside the sexiest sleep and underwear, so it will be in a sexy environment.

POST- PURCHASE After you have purchased Forbidden RELAXING MUSIC A LITTLE COLD

Fruit, you will tell your friends about it and recommend it to them. It’s always fresh fruits and berries, so the product will be in good quality.

IN THE VS STORE PHYSICAL EXPERIENCE? 21

COMPETITIVE PRODUCTS

This product wont have that much competitive products on the market.

You will find similar products, mostly made of chocolate but some with other flavours as well, but nothing 100% natural and fresh. So this products biggest competitive will be: Kama sutra, Heavenly and Chocoholics.

I like the Kama Sutra one, but I don’t feel like these products is playful as they should be. You get the chocolate feeling of the first one and the last one. But I feel the second one looks like regular paint. I really wants to stand out from these. I need to play with colours and make it more playful.

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LOGO PROCESS

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Fo

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LOGO DEVELOPING

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to se ria’s

LOGO PROCESS I wanted the logo to look classic and

that one, tried to put it in a circle, but

elegant, but also want it to give it a

it didn’t went that well. The Victoria’s

romantic feeling. I don’t want the logo

Secret brand essence was not evident,

to give you a “sex” feeling, that would

so I kept the circle and used a elegant

look trashy and cheap.

and clean font instead.

When I first started with the sketches I

I made the logo romantic and a bit

had no idea what I wanted. After I tried

vintage. Took the two f ’s from the name

a lot of variants, I worked a lot with

and made a heart so it would show that

a handmade one, struggled a lot with

this product is for couples.

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THE FINAL LOGO

LOGO USAGE The logo has the colours black and white, to illustrate the classic and “old” Victoria’s Secret feeling. It is not allowed to change the colours, it will be used like this in everything. You are not allow to put the logo on a black background, but on white, colours and pictures. The logo is a unique element in the sub-brand and will only be used as it is all the time.

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LOGO USAGE AND SIZE

CLEAR SPACE Forbidden Fruit’s logo is most effective when placed with two times the hearts from the logo. You are not allowed to put any text or elements closer.

MINIMUM SIZE The minimum size of the logo is 40x40mm, and are not suppose to be smaller.

40 x 40mm

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TYPEFACE USAGE

Vinyl Regular

Adobe Garamond Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Honey Script Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Vinyl is the profile font. It's feminine

Adobe Garamond Pro is the body text. Is

bold font. It is sexy and recognisable.

a classic and nice font that is really good

It is easy to see and easy to read. I use

to read in body texts. The font can only

that in every headings and sub-headings.

be used in black, white and Forbidden Fruits pink and yellow colour.

The font can only be used in black, white and Forbidden Fruits pink and

Honey Script is the support font. The

yellow colour, but it has to be in all-caps

only time you are allowed to use that

all the time.

is in Forbidden Fruit's tagline “Classic but wild” in all the colours Forbidden Fruit are using.

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COLOURS

CMYK: 06, 96, 45, 00

CMYK: 04, 19, 94, 0

CMYK: 75,68,67,90

RGB: 225, 43, 98

RGB: 246, 202, 41

RGB: 0,0,0

WEB: E12862

WEB: F6CA29

WEB: FFFFFF

I picked the colours out of the fruit’s

The yellow colour will illustrate the

and berries I use in the product so it

mango and pineapple, and also the

will get easy to know the difference of

colour of fun and wildness. And I use

the product and the flavours. The red/

a lot of black as well, to get some nice

pink colour will illustrate the strawberry

contrast in the design. The black do also

and raspberry, and also the colour of

illustrate that this is a night product.

love and romance.

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THE PATTERN STYLE

This pattern will be used to illustrate the flavours. The pink is raspberry and pineapple and the yellow is strawberry and mango. You can also use the icons alone in folders.

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THE IMAGE STYLE

I have chose to use duo colours in my image style. I do this to get more sexiness and create more interesting look then just a regular image.

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PACKAGING INSPIRATION

I tried to find some inspiration on what kind of style I wanted my package to be in. I wanted something classic and sexy, but I also needed to look fresh. So the first one is from Victoria’s Secret, here they used images of models on the pack, something I liked.

I picked the second one because I liked the way they show the flavours. I looked up a lot of condoms packaging, to find a suitable way to show my fruit as well, but I didn’t find anything I liked.

The last one is a squeeze tube from Victoria’s Secret. I really liked the way they used the type. Clean and classic!

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PACKAGING SKETCHES

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VISUAL DIRECTION ONE

NEEDED TO BE MORE PLAYFUL

On this idea, I wanted to make it

So I made a texture with colours from

look classy. I made a pattern out of

the fruit to show the variants. When I

illustrations of the fruit's and berries

tried printed it out and build it up, I

I'm using. I also made symbol of hand-

didn't get the feeling of what kind of a

cuffs, whip, heart and lips to get the

product this was. The colours was boring

playful feeling. To get it really classic,

and the package was not playful.

I wanted to have the pattern and the package in black.

So I understand then, that I needed to work with the colours and try using the

To show the two different variants, I

fruit's on the pack so you also could get

wanted to make something artistic since

the Victoria's Secret look.

this is kinda an artistic product.

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PHOTO MOCK-UP

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VISUAL DIRECTION TWO

THE FINAL DIRECTION

After I tried out a couple of different

I used close-up photos so you don’t see

visual directions, I saw what I had to

the whole fruit, I only showed the fruit

do. The product was not as playful and

texture. I also change the typeface to a

fun as I wanted it to be.

bolder one cause I felt that the one I used on my first visual direction was to

You didn’t got that much of a Victoria’s

light. It needed a more playful and sexy

Secret feeling that I wanted the product

font, so you can read the product from

to have. So after I printed them out and

a longer distance.

saw them physically, I figured out what I had to do.

I felt that the product was too classic with the black on black pattern as well,

The first thing I did was to get images

so I changed the it to the colours I use

of the fruits on it, so people can under-

on the different various. With thees

stand right away that this is fresh fruit.

changes, I feel this product fit to the personality. You get the playful feeling

I WANTED THE FRUIT TO LOOK INTERESTING AND SEXY ON THE PACKAGE

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in the same time that you can see that this is a Victoria’s Secret product.

PHOTO MOCK-UP

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PACKAGING FUNCTIONS

This model will show you how to open the box. It’s a classic packaging so it will be easy for the consumers to open it up and get the product out.

The images on the other page will show you.

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PACKAGING KNIFE LINE

FOLD GLUE

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INFORMATION

Bettina Alexandra Gjellan MAY 2013

COLOURS

KNIFLINE BLEED

35mm 75mm 40mm

What is better than fresh fruits and berries?

Better than sex? Having them both at the same time? Write the sweetest declaration of love on your lovers skin with this fresh body icing, then kiss it slowly. Virtually fat free, you will enjoy all the pleasure with none guilt.

PINEAPPLE&RASPBERRY

100%

INGREDIENTS: pineapple 60%, raspberry 40% ALL NATRUAL

FRESH

280mm

130mm

classy but wild SERVE YO UR PARTNER A DELICIOUS FRESH FRUIT DESSERT FROM YOUR B ODY

FRUIT

BODY ICING

BEST BEFORE: 3 DAYS AFTER OPENING STORE IN A COOL, DRY PL ACE

classy but wild

250mL

250mL

40mm 75mm

1 234567 890128

35mm

17mm

60mm

60mm

60mm

60mm

257mm

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TOUCH POINT BRIEF

HOW AND WHERE WILL THE PRODUCT WILL BE SOLD Victoria Secret don’t have their prod-

partner, they will see Forbidden Fruit

ucts anywhere other than Victoria’s

and get tempted to buy it. The product

Secret stores and this is something we

is within the category of impulsive buys.

will continue doing. Victoria’s Secret

You’ll see it and get tempted to buy it,

is almost every girls favourite store,

and surprise your partner.

and you get a special feeling when you are there.

STYLE The package will look sensual, playful

I want the product to be a 100%

and romantic, but it’s a Victoria’s secret

Victoria’s Secret classic product and

product, so it has to look exclusive,

don’t be a product you can find at the

elegant and classic as well.

supermarket or in any adult stores.

The product will have a feminine, So the products will be in every

elegant tonality, because it will mostly

Victoria’s Secret store and the products

be the woman who’s going to buy it.

will be placed beside the underwear and sleepwear.

The language will be classic, wild and romantic. So we have to take some of

42

So when the consumers are coming to

these into our campaign as well. But

by some sexy sleep and underwear for

we want to keep a clean design, so the

a romantic date or weekend with their

product will get the attention.

TOUCH POINT BRIEF

MEDIA I will use media like posters, brochure

chocolate products. I’ve chose take a

and a web banner.

healthy direction with the product, this

EMOTIONAL RESONANCE

differentiates Forbidden Fruit from the competitors, so it a huge difference in

The emotional reaction that I want to

my products. If you want to buy some

give is curiosity, romance and sexiness.

of the products from these brands, you

TONE AND MANNER

have to order it online. They don’t sell the products in any stores and they don’t

The tone and manner of the touch

promote them at all. No advertisement

points should be romantic and wild.

and no other touch points.

The language should be interesting, romantic and a bit sexy, but it should

DISTRIBUTION STRATEGY

play with Victoria’s Secret language

Promotional media will be launched

as well. Naturally, the fruit should be

just before Valentines day. This is the

included somehow as well, in a sexy way.

time of year when most people want to express their love for a partner, so this

COMPETITIVE PRODUCTS

is the perfect occasion for the launch.

Someone does it with roses, cards and

Kama sutra, Heavently and Chocoholics

chocolate. Other does it with homemade

has kinda the same concept that you

dinner, roses on bed or on a hotel. So

can paint your partners body in

this will be the perfect occasion for my

THE PRODUCT WILL HAVE A FEMININE, ELEGANT TONALITY. THE LANGUAGE WILL BE CLASSIC, WILD AND ROMANTIC

product releasing.

Forbidden Fruit are going to do this by print ads in VS stores and in magazines.

Victoria’s Secret doesn’t use that much advertisement, but since this is a whole new product in a new range, they want to make sure that the target audience will notice this. I also want to give out our free tasting samples so they actually can taste it and see what kind of product this really is.

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CAMPAIGN POSTERS

Since the target group were defined as outgoing and open-minded people, we chose to make a print media. This will be placed in magazines like “TIME OUT” and “The Beast”. This is a free magazine that contains everything thats going on in Sydney of events, dining, nightlife etc. The campaign is also going to be inside the stores where the lingerie is, so the consumers can make a connection with the new product and underwear and sleepwear With this campaign people can get to know Forbidden Fruit. With some sexy images of Victoria’s Secret models on, it will create curiosity. It will get attention from the target audience and they will get to know the products.

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CAMPAIGN IN SITU

The posters will be placed around the store, it will mostly be in the underwear section. The products will be around there as well, so people get curious and they will pick it up and have a look.

PHOTO WWW.ISPIRA.COM

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CAMPAIGN IN SITU

This shows you how the campaign will look like in a magazine. Magazine Advertisements will be full page to get maximum attention. Using a free magazine like this, will make it easy to

PHOTO BJĂ˜RN ERIK NYHUUS

show the product to the target audience.

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CAMPAIGN

BROCHURE

BROCHURE Together with our tasting samples I will give the consumers a mini folder/ brochure where the taste will be glued in, so they can ready about that the product is, how you will use it and the benefits of the fruits.

130MM

240MM

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PHOTO MOCK-UP

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BROCHURE FUNCTION

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POINT OF SALE

POINT OF SALE I’m using point of sale so I can put my products and brochure on the counter so when people are wanting to pay they will see Forbidden Fruit and get a brochure. The point of sale will be placed around in the store as well, with the underwear.

On the launching week, they will be giving out free samples of the product.

I feel that this is the best way to launch the product. With this, the consumers

PHOTO WWW.ISPIRA.COM

can taste the product.

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DIGITAL CAMPAIGN

SOCIAL MEDIA Facebook is now at 1.06 billion monthly active users where the average Facebook user is 38 years old. So I made a Facebook page for Forbidden Fruit so people can get an awareness of the product. Victoria’s Secret has a Facebook page for most of their products so I felt Forbidden Fruit needed a page as well.

WEB BANNER I also made a web banner that you will see on pages like “TIME OUT”, Victoria’s Secrets webpage and other gossip pages.It will feature from 4pm to capture the time slot that my target audiene tend to be online.

The size I’ve chose on the banner is 125mm x 125mm and I’ve also using 728 x 90 where I will have my message and tagline.

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ANIMATED BANNER

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MY CONCLUSION

VICTORIA’S SECRET IS KNOW FOR THE MOST SEXY AND ROMANTIC UNDERWEAR IN THE WORLD. BUT PEOPLE LOVE TO EXPLORE NEW WAYS TO GET MORE INTIMATE WITH THEIR PARTNER. FORBIDDEN FRUIT WILL GET YOUR WILD SIDE OUT AND YOU CAN WRITE THE SWEETEST OR SEXIEST DECLARATION OF LOVE ON YOUR LOVERS SKIN THEN KISS IT SLOWLY OFF. SO IMPROVE YOUR SEX LIFE WITH FRESH FRUIT BODY ICING, FROM VICTORIA’S SECRET.

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MY REFLECTION

Our group chose Victoria's Secret as our

do something different from what I

client without. We all got really exited

have made before, and since I could

about and started to do our research.

make whatever I wanted to, I chose

We did all the research about our client

this one. It made my research and

together and everything went really well.

concept developing much more

After this we had to work by ourself

fun and interesting as well. I think

and I started to brainstorm ideas on

packaging is really fun but in the same

what kind of product I wanted to make.

time really hard. But with good help and feedback from the lecture, I'm

I found it a bit difficult in the

really happy with the result.

beginning, it's hard to find a product you can make with fresh fruit and

The design process have been really

nothing else, especially for a brand

long. I have worked really hard with

like Victoria's Secret, but it's no fun

this assignment but I have enjoyed

without a challenge. After I came up

most of the time. Overall I've learn a

with several ideas, I chose to work

lot in this subject and I'm really happy

with the body icing one. I wanted to

with everything. Thank you.

PHOTO WWW.ISPIRA.COM

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Classic but wild

BY VICTORIA’S SECRET