Brand Project #4 - Bath & Body Works

Creative Brief

Objective: To produce a scent for everyone that will make them smile and help them make others smile.

Target: The ad communicates specifically to someone not only looking for a signature scent
for themselves, but also for a scent to share with a loved one.

Support: The benefits to buying the package or a particular scent is to feel fresh all of the time.
If it is your favorite scent, you can use it in various different forms (lotion, body wash, body spray, etc).
By purchasing a 3-wick candle, you are guaranteed 45 hours of fragrance or your money back
(makes customer feel better about the purchase).

Brand Character: Bath &Body Works strives towards customer satisfaction.  
In stores, workers dedicate their time to helping the customer find the best product.
Also, B&BW values reasonable prices for their customers to produce customer loyalty.

Tone: The word choice and diction in not only the ads but in the descriptions of the
products are indulgent and descriptive. They often compare their products to nature.

    

Single-Minded Proposition: There is a product in this store for every single customer that walks in.

Big Idea: Make the customer smile.

https://www.youtube.com/user/bathandbodyworks

Presentation:
https://docs.google.com/presentation/d/1H2-U-yL68YZb9_aMTKhwU0azAzghdfkY6QlXO7HjKAk/edit?usp=sharing