Looking at various advertising for deodorants I didn't really see any for Garnier, which again tells me that the product is on there way out. I feel that this is something that needs help as well, I looked at other examples of adverts and they all are very simple and straight to the point to keep yourself clean.
Here is Garnier advert this I had to type in to google to find this.
They are all show the product and have a women in a situation in it, as the brand Garnier is all about beauty and finding your inner beauty etc this is something that I should maybe think about.
As my new product is about flower fresh and about your under arms this is again something I should experiment.
To advertise my product my first thoughts were to have a simple advert with a lady and her under arm on show which many adverts do with deodorant products. I was playing around with the background colour and how where the type face should be etc but this has just ended up being a bit to cheap looking.
So I had another thought where I could have the flowers from the bottle on the advert to try and conect the two. However I do feel that this again just doesn't work and won't improve the product like I want it to.
As I felt that the other two ideas didn't really work I had a look around and as my deodorant is all about flower fresh with images of flowers on it I came up with the idea of having a flower garden?
I saw an advert for perfume which made me think of the idea:
These are what made me think of my design above as they are all about the fragrance of the perfume and this is something that maybe should be talked about in the advert. However after doing a few examples and changing positions I feel that this again doesn't work.
I feel that the adverts that I have designed are very much what is expected for this type of product and this is something that I don't want because this hasn't worked for the product in the first place. So I want to find an interesting angle that will give the product an interesting edge to it.
I asked people why they wear deodorant:
- Protection
- Security
- Smell nice
- Clean
- Feel fresh
- Piece of mind
- smell different to people
- unique
After asking the question this I got a lot of the same answers that you don't want to smell and be secure etc which I was expecting. So I chose to look at the word protection and what different meanings you get for it:
- Guard/guarding
- shield
- defence/ self defence
- reassurance
- certainty
- barrier
- camouflage
- shelter
- armour
These words made me have a deeper look and think into what I could use for a different edge, I like the words camouflage, armour, shield as these all make me think of the army and how we need to protect ourselves in war.
Collecting images of women in war and how they protect themselves is a way that I have looked into advertising the product.
Here are some examples that I had for the camouflage idea, I think this is a good clean simple idea that shows women in any situation needs protection even in the army. However I do need to be carefully on the images as this could be to harsh or offensive etc.
Here I looked at the idea of camouflage and thought this is what animals do to protect themselves so this gave me the idea of the above images. The owl image is the most interesting as its unexpected and the eye being open shows that it's there. However many people like the idea of the army and that kind of protection so the next step will be to look into extreme things women do, maybe something men do i.e fire-women, doctors etc?
Jobs women do:
- police women
- doctors
- fire women
- astronaut
- army officer
- sports
I found some images that represent women doing men's jobs, this is something that happens a lot more now and you always need to protect ourselves from nasty things.
I just think this direction hasn't been done before and I could see this growing to a tv advert to billboards as it will capture people's attention to the brand and the product again.
Above you can see that they aren't very pretty or show colours that are again girly because you can be girly and have a man job to. This is something that I have never done before so this is completely out of my comfort zone of making things pretty, this is just a simple idea to go with a dimple everyday product.
The next step really is to look at the type face and the size for the advert however I do like how it's not the first thing you can see this could work? This could be a series of 3 images for the advertisement?
After some thought i'm going to carry on with this idea of having the deodorant being advertised by women in manly jobs. With the words '48hrs' I have played around with '48hr protection when most needed' this is to finish the adverts off to explain that protection is around constantly and you can find this with the product.
I tried different colours with the images to see what would work and if they needed to be positioned in a different way etc. However this just doesn't work as you can't read what is written which isn't good for the advertising.
So to make the words stand out of the image I simply added a block of colour at the bottom of the image and underneath the bottles as I feel that this is a simple way to get my words across.
I need to decide if I should have the black or green base line as I feel they work really well on the image. I like the green as it fits in with the product and the word 'Garnier' however the black base line looks a lot more professional and adds to the importance of the advert.
I might need to have a play around with the typeface?
Here I changed the font to be more of a simple less bold font as I thought the font was to big and didn't fit with the different images that I have for the series of adverts.
Here are the final adverts for my garnier product.
