CM419 Advertising Management Project
Client: Yardley Soap
Team: Media planning Alice Williams Marketing Research Haley Carter Creative Meihua Lai & Alyssa Laicona Competitor Analysis David Candell
Strategy outline:
Assignment: Develop strategic and creative marketing communications approach for expanding/increasing sales of this established “luxury bath soap” product line.
Background: The Yardley brand enjoys relatively high awareness among women 45+ due to its longevity (“since 1770 in London”). The brand is perceived to be a “nice soap to put out for visiting company,” but not a product for everyday use. The company has reshaped, repackaged, and added SKUs.
Our goal: Rebrand Yardley to appeal to a younger audience and relabel it as an everyday product.
Budget: $900,000
Target Audience: primarily women--maintain Yardley's current 45+ audience and attract a new “young professional” audience (women 22-30)
Position: As a 98% plant derived product, Yardley is the best on the market for your skin. We help women of all ages feel beautiful without hurting their wallets, their skin, or the environment.
Creative Strategy Statement:
Rebrand: Packaging Design
Since our objective is to raise awareness among a younger audience but maintain our original consumers, I designed this new package for Yardley but kept the product the same as before. The new package consists of the original logo of Yardley, a sketch of the London skyline which shows where the soap was born, and a visual of hands tearing the box from inside, representing a new image of Yardley breaking free, especially from chemicals, and coming out of the old perception.
Additionally, I designed a new way to open the package: instead of just opening each individual tab on a box, the tear line encourages our consumers to “break” the box. By this breaking soapbox design, I aim to show the creative strategy statement in a more interactive way.
Marketing Tactic: Food Truck
Due to limited budget, our team decided to rent a food truck to drive around college campuses giving free samples.