Week 7 EOC - Fragrance Pitch

My concept is to create a woman’s fragrance called Lemuria. The introductory product line will include an essential oil contained in a crystal pendant. It will also be sold as a body oil with a coconut oil base mixed with the essential oil fragrance. They can be sold individually or together in an exotic pouch. All ingredients and packaging will be pure, natural, and organic.

The fragrance will be a sweet Jasmine, also known as Tiare, the Tahitian gardenia or jasmine, which has an exquisite, sensual aroma. Tiare is a popular middle note in many fine perfumes, and blends well with vanillas, citrus scents, and other florals, which will enable the company to develop new fragrances to be included in the Lemuria product line.

Advertising and Marketing will be centered around the mystique of the Legend of Lemuria, an ancient mythical civilization inhabited by highly evolved, spiritual beings. Target market is the baby boomer woman who is environmentally and health conscious, into alternative healing, metaphysics, meditation, and yoga. She is creative, intuitive, and centered. She recognizes the 'Goddess within', and is attracted to clothing, accessories and beauty products that reflect her body, mind, and spirit connectedness. Lemuria, during its introductory phase will be marketed as a specialty product, available only on the internet and selective retail outlets.

Week 5 EOC - My Favorite Super Bowl Commercial

This year’s top Super Bowl commercial, for me, was a Dodge commercial. In the beginning, you would never think it would end up being a car commercial, because it didn’t seem like a real ‘man’s man’ type of commercial, in fact, it looks like it’s trying to appeal to women. It starts out with several different men in each shot obediently affirming that today, they would do things they normally don’t do, that would please women, like; “today I will take the trash out first thing in the morning”, or, “today I will remember to put the toilet seat down”, “today I will really listen to everything you say”, etc. After all these guys promising to do all these things, the last promise is something like, “today, I will get the car I want, because I deserve it”. Cut to Dodge’s version of a sports car speeding around curves and out onto the open road, representing freedom. The commercial used psychographic marketing to relate to the millions of men watching the game, who presumably can never satisfy or please their women by doing little things that make a difference, and also to the women, who, more than anything wish their men would do those little things to make them happy.

The other commercial that caught my attention was a Bud Light commercial that shows a typical husband coming into the kitchen with his case of Bud Light, while his woman watches him call all his friends to tell them he has the beer. Each guy on the phone reacts in a voice that has digital effects on it, commonly used by hip hop artists and rappers. What starts out being just another hum drum day at home with the wife ends up being a party where all the guys come over, make themselves comfortable and proceed to have a great time drinking beer. The final shot shows a well-known hip hop artist who joins them all to watch the Super Bowl game. This commercial appealed to a target market based on lifestyle; those who make up a segment of the population familiar with a specific type of music, artists and recording effect.

There were probably other great commercials, but these two stand out in my mind the most. Not that it matters, because I make up a small segment of the population who doesn’t even watch the game. I only watched the commercials because it was required in marketing class!

Week 4 EOC - Mad Men

Before this television series came out, I watched the previews, and really loved the concept; ad men - becoming Mad Men. A period piece, set in the early 60’s, with those mythical magical all powerful ad men who controlled the minds of millions, right out of New York, wearing suits and cutting throats to get the client and the account. Because my life is so busy, I don’t watch much TV, and never saw one episode of this series, until today in Marketing class. Back in the day, though, I loved watching Bewitched, just so I could see how Darren would get the accounts in his advertising agency, no matter what chaos occured. I imagined myself being in the advertising business, which, eventually, for a while, I was. And I loved it. the difference between then and now, is in today’s society, the internal politics in an ad agency are much more subdued, no so obviously cut throat, women are running things as well as men, and no one smokes in the office.

Week 3 EOC - Favorite Superbowl Commercial

My favorite kind of television commercial is one that can get its message across using little or no dialogue. In my opinion, it takes a tremendously creative mind to use only background audio, visuals, and suggestion to spark the imagination of the audience into understanding the commercial’s meaning, and to remember the brand and product. Also, it proves that we as a society are visual by nature. A commercial with no dialogue actually holds my attention, because it is a relief from all the constant noise of television, and its especially a break from the other commercials with corny lines trying to sell me something. Obviously, I am one of those people who cannot be sold, and when there is a break from dialogue…it’s a relief to my senses. Magically, I pay attention. Another appeal about commercials with no dialogue, is that they usually employ another element with wide appeal; humor.



My favorite Superbowl commercial - Dorito: Power of the Crunch -  was chosen from the top 10 of 2009. I decided to watch the latest, just to see where the mind of society is, these days, when it comes to consumers and advertising. Before I got to this commercial, I watched about 4 or 5 other commercials, and found that the mind of society as it relates to Superbowl Sunday, is an immature minded, 25 - 50 year man married to a witless, annoying wife, and therefore, prefers drinking with his buddies, looking at women with lots of cleavage, thinking random and numerous thoughts about sex, and of course, he loves watching football. This is the market segment being targeted on Superbowl Sundays. No surprise. My favorite brought some of these elements into play/; the immature guy fantasizing about sexy women. The commercial opens with an everyday, ordinary guy, munching on a bag of Doritos on a busy city sidewalk. He puts a Dorito in his mouth and it crunches really loudly, causing a series of fantasy events to occur, to his pleasant surprise.