The thesis-APIVITA CAMPAIGN- ''An edible cosmos''

APIVITACAMPAIGN, Page 1
Dalla Dionysia 175823
Communication Thesis
Dr. Miliopoulou
30-11-2018

Table of Contents
INTRODUCTION ......................................................................................................................... 4
MISSION................................................................................................................................. 5
APIVITA IS A WAY OF LIFE...................................................................................................... 5
BIBLIOGRAPHY........................................................................................................................... 6
THE MARKET.......................................................................................................................... 8
POSITIONING ..................................................................................................................... 9
APIVITA................................................................................................................................ 10
TARGET GROUP ................................................................................................................... 10
THE ID .............................................................................................................................. 11
THE PERSONALITY............................................................................................................ 12
THE IMAGE....................................................................................................................... 13
SOCIAL RESPINSIBILITY .................................................................................................... 13
THE CONSUMER .................................................................................................................. 14
LOCATING THE TARGET AUDIENCE ..................................................................................... 15
BENCHMARKING.................................................................................................................. 15
COMPETITION IS MOTIVATION ........................................................................................... 17
THE CAMPAIGN ....................................................................................................................... 20
METHOD.............................................................................................................................. 20
THE IDEA.............................................................................................................................. 20
STRATEGY ............................................................................................................................ 21
OBJECTIVES...................................................................................................................... 21
TARGET GROUP ............................................................................................................... 22
STRATEGY ............................................................................................................................ 27
MESSAGE ......................................................................................................................... 27
LANGUAGE....................................................................................................................... 27
TIME LINE......................................................................................................................... 27
INNOVATION ................................................................................................................... 28
TOUCHPOINTS ................................................................................................................. 28
CAMPAIGN EVENTS ......................................................................................................... 31
MEASUREMENT................................................................................................................... 31
CONCLUSION....................................................................................................................... 32
REFERENCES ............................................................................................................................ 32
APPENDIX ................................................................................................................................ 36

EXECUTIONS ........................................................................................................................ 36
POSTER- OUTDOOR ......................................................................................................... 36
MAGAZINE AD ................................................................................................................. 37
INSTAGRAM STORY ......................................................................................................... 38
CONSISTENCY AND SYNERGY .............................................................................................. 38
IDEOLOGY............................................................................................................................ 38
A VALUABLE BRAND TO INVEST........................................................................................... 38
PRODUCTS ....................................................................................................................... 39
BRANDING ....................................................................................................................... 39
IDEOLOGY ........................................................................................................................ 39

ees are the most
important species in
nature. They are
responsible for the pollination of
all plants; therefore, they are
responsible for their life. they are
also responsible for the oxygen
production; therefore, they are
responsible for every species’ life
on earth (Miller, G. T., & Hackett,
D. F. 2011). THE LIFE OF BEE,
APIVITA, is the brand that was
inspired by this mechanism, it
respective the value of bees and
it created a series of products for
body, face and hair that naturally
help the human beauty.
LEARN THE ROOTS
INTRODUCTION
Nikos and Niki Koutsiana, 1979, were two pharmacists who created their
first natural cosmetics made of bee products and herbs. Their most
important inspiration was the bee society, the unique biodiversity in the
Greek nature and the Hippocrates’ holistic approach of health, beauty
and wellness. and their first product was a soap made of propolis. The
product was a best seller. Inspired by the nature and the valuable herbs
of Greece, they created the brand APIVITA, knowing the importance of a
bee in nature.
B

APIVITA is a combination of two word in Latin; Apis is the bee and vita is
life. Therefore, Apivita means ‘’the life of bee’’.
Apivita imitates the bee community, and, as a living organism, as the bee
does in her life, she never stops producing value for this society, nature
and economy. It is a company that has a very high sense of philosophy,
values, social responsibilities, tradition and innovation.
Apivita has developed and established more than three hundred of
natural, holistic and effective products for the body, hair and face
produced by beekeeping materials, Greek herbs’ extracts, essences and
many other green innovative procedures that make the brand more
valuable and closer to the natural resources.
MISSION
Apivita’s mission is to provide natural,
sustainable and effective cosmetics to people,
that will not harm the environment, it will
enhance the ecological impact and it will retain
people naturally beautiful (ΑΠΟΣΤΟΛΗ, 2018).
APIVITA IS A WAY OF LIFE
Apivita is not just a company that creates natural cosmetics. It is a family
brand; A brand that was created by two people and kept growing holding
the same philosophy. The employers and the employees, the beekeepers
and the farmers, the professors and the researches are people that
represent that reputation of this brand. They all care and belong to this
creation and they are the reason this brand has been at the top of the list
of the natural cosmetics in fifteen countries in the world.

BIBLIOGRAPHY
A campaign demands several parameters in order to reach the step of
success. It is not only the single campaign that creates the image of a
brand. It is the brand’s role in the audience’s life as well. In order to have
a complete image of the brands success, IMC is important. Integrated
marketing communication includes advertising, digital, promotions,
public relations and guerilla marketing. If any of those steps fail to
communicate the message of the campaign, then there will be no
awarded campaign (Kelley L., Jugenheimer D., 2015). Therefore, in order
for a campaign to be successful in every aspect, advertising needs a good
team that will work on the audience and their needs, in order to find the
perfect message that will apply to that. Then, digital marketing and
promotions need a budget that will cover the needs of a successful
communication to the appropriate media. Public relations will handle the
good communication relations with the audience and the people who will
have worked for the promotion of this brand. Guerilla will create a strong
word of mouth and a user- generated content that will have a successful
impact in the social media.
Behind those final steps, there is also a lot of work that demands a
thoughtful mind and a good research in order to reach the top. The steps
to create a unique idea, or a campaign or a new business is very similar to
the steps taken in an advertising creative process. In JWT advertising
agency, the former copywriter offers a five-step process for producing
ideas. The first step is a thorough research on the product, the service,
the audience and a general knowledge about people and life –
psychology and sociology. Understanding this part is the most important
part for the foundations. The second step is to go through a process of
masticating the material or the service. The product must be a new need
people can’t live without. A great example is Starbucks, who created a
third place between home and work. People don’t need a coffee after
work, but Starbucks created this culture or need. The third step is to drop
the subject and rest. The fourth step is where ideas will appear. And last
is when the ideas go out into the world (Kelley L., Jugenheimer D., 2015).
For the idea specifically, there are four steps that are taken: 1)
preparation 2) incubation 3) Inspiration 4) Verification. The big idea is not

a linear and easy process. The idea might come in the bathroom, in
dreams or accidentally on the road. Therefore, a good advertiser will
make a plan or preparation with thorough research of the client and the
products. What the client needs or what is his problem is the number one
factor that he or she examines. Then, he will write down the ideas and he
will have the inspiration. Finally, he will verify the final idea as the idea of
the campaign. Another very important element he will have to examine is
the cultural side of the brand. Either local or international, the respect of
every culture is a highlight factor for a successful campaign. In Greece,
the local products are culturally influenced, because they always have a
sense of Greece, Aegean, islands, sun, traditional and local products like
olives, cheese or tourism. Every country has her own culture. Therefore, a
product’s campaign should be cautious about that depending on the
market and the target audience (Altstiel, T., & Grow, J., 2013).
Depending on the theory above, I will create a corporate brand campaign
about the Greek cosmetic brand, Apivita. This campaign will combine
ethical and practical characteristics that make the campaign special
compared to what other campaigns have done until today. Most
cosmetic brands that have created campaigns in Greece have focused on
the personal feelings and the self esteem and real beauty. This spring, I
wanted to do a more warning and altruistic campaign that will focus on
the environmental problems and the everyday habitual behavior that
humans have. To be more specific, I will use Apivita as an ambassador of
nature’s voice. In order to have a successful campaign, I will make a
thorough research on the brand, the products and its positioning in the
market. Then, I will research the target audience in order to come up
with the creative ideas. I will also examine every aspect that can make the
brand have an impact in the market, such as the media I will use that will
promote the campaign appropriately. Finally, I will verify my idea after I
have done all the steps I provided in the theory. I believe in this campaign
because Apivita is a well established and trustworthy brand, therefore it
has a broad audience that follows it, and the environmental issues are
alarming for a long time ago. Thus, it is an alternative way to
communicate such a special global issue.

In the first part that stand below, I will position several parts that are
related to the Brand Apivita, marketing and consumption psychology,
based on several academic books and journals. The analysis in the first
part will be the foundation of the second part, which will be a strategic
planning and the executions of a new campaign.
THE MARKET

POSITIONING
(Despoina, K. 2018)

APIVITA
TARGET GROUP
This campaign targets a broad audience that will be interested not only
for the products, but also for the ideology and the actions the brand has
done.
The main target is the people who already know the brand, but they are
not very much aware about the environmental consciousness. Those
people will have plus one reason to use Apivita for their personal care.
Another important primary audience is the group that are conscious
about the environmental issues; problem with the huge amounts of
plastic in the seas, the lack of clean water in the planet, the greenhouse
effect, the overconsumption of products and foods. They are the people
who are very carefully choosing their cosmetics, if they can be recycled, if
the product in the packaging is dangerous for the water horizon, or if the
cosmetics are tested on animals or not.
Additionally, there is no limitation in age for this campaign, because it can
move traditional and more contemporary people. This campaign will be
communicated in media that all people can have access. The brand has
cosmetics that apply to every age group, therefore all women are
targeted equally. In terms of the affordability or the product, this is an
informational campaign that aims to create consciousness and awareness
to consumers about the products they buy in relation to the
environmental effect. Nevertheless, Apivita addresses a low- middle
financial status group, because there is a range of prices that can satisfy
consumers.
What is more, people who are up-to-date, have access to social media
accounts and they are interactive with the internet, are also targeted to
this campaign. Technographics play very important role to this campaign,
because it will help people communicate easier with the brand and its
message.

A very important target group is the media. I target opinion leaders and
influencers that will comment on an Apivita product and they will not
sponsor them. Journalists, competitors and PR people, those that they
can have a more influential idea for the audiences are very important
target groups. Bloggers and YouTubers are a very contemporary and
attractive target group, because they are globally accessed, and they
have a broad and wide audience that watch them online.
THE ID
Apivita is a cosmetic company that was first created and established in
Greece. The last 39 years, she has created a cosmetic line made of
natural Mediterranean and especially Greek products, such as propolis,
grapes and cucumber. The products are 85-100 % natural. Today, the lab
and the botanical garden are located in Markopoulos, a few kilometers
away form Athens. It is a brand that people can find only in pharmacies
and brand stores and that makes her an expert in natural cosmetic
personal care and beauty products.
Apivita uses a simple language with a variety of terminology, explaining
the natural products and the way consumers can use them, the natural
effects of face, body and hair that classifies her in the well-established,
organized and specialized brands. In the social media, Apivita uses a more
simple and plain language, because users are younger and through that,
the social media user wants to create a more familiar and cozier
environment, in contrast with the official page that is stricter and more
serious and specialized, providing a better view of the brand image,
identity and personality.
The logo plays the most important role in the brand’s identity. The logo is
not the identity, but without it, there is no complete identity for the
brand. ‘’An exploration of identity without including a logo would be like a
tour in France without a stop in Paris. Including a discussion of brands and
how they relate to identities is like connecting the trip to the culture of
western Europe; It puts it all in context’’ (Budelmann, K., Kim, Y., &
Wozniak, C., 2010). This magnificent idea of the logo can declare the
identity and the image this brand has. It is so perfectly made and so

cleverly decided to use this ancient symbol, that, it this case, the
consumer can read the messages the logo gives; branding, quality,
ideology.
The golden bee pendant was found in Crete Middle Bronze Age about
1700 BC (Maria, G., 2017). The composition is centered round the circular
drop, which is shown schematically as a disc with granulated decoration.
The two insects face one another, their legs touching the drop, their
bodies and wings finely detailed with minute granulation. Gold discs hang
from their wings, while an openwork sphere and suspension ring stand
atop their heads. This masterpiece of Minoan jewelry, brilliantly conceived
and naturalistically rendered, illustrates the fine craftsmanship of the
Protopalatial period. (N.A., 2016)
THE PERSONALITY
Personality represents the main characteristics of emotions, thoughts and
behavior that, if these will be combined, they create a unique form of
personality that each person has (John, O. P., & Pervin, L. A. , 2001).
Apivita has an intellectual and innovative personality. As a brand, it
always wants to satisfy its consumers by providing them with the best
and newest innovations in the market. it is always concerned, and it
never stops overcoming and expanding its standards. Apivita cares about
creating a perfection to the triangle; it demands perfect and
representative branding, high quality product and respect to what nature
has provide to humans. It has high expectations. That does not refute the

fact that it is a traditional brand, which is based on the ancient ideology
of Hippocrates and the ancient botanical power, that gave all secrets of
well being and health to humans today.
A visitor can also recognize the personality of Apivita by looking at its
social media official pages. They are every day updated with posts, stories
and highlights on Facebook and Instagram, which are the most famous
platforms In Greece. It is also organizing give away posts, giving gifts to
followers that participate in their competitions. It is a brand that never
stops following the river of the youth.
Apivita is very energetic and present in social life, it is not a very eccentric
and pop brand though. It has a specific mild personality, but it is strong
and powerful, and it has been established in the Greek market the last 39
years.
THE IMAGE
Brand image is related to abstract and concrete factors such as values,
semantics, sensory, emotional or shape dimensions in relation to product,
service or interaction properties (Elizondo, D. E., Bouchard, C., & Favart, C.
2016).
Apivita is a minimal brand with strong and imposing image. The semantics
are characteristics that describe the attitude and quality of the brand. It
might has a very modern and contemporary appearance, but it can easily
be competed with expensive and more international brands that address
people with a higher financial status.
Through its products, the official page and the social media pages a
consumer can understand that it is a brand with high demands and
standards. It is not a brand who addresses young girls, therefore it is
chosen also from more mature people who love and respect nature. The
image this brand all the potential to address even the most demanding
consumers.
SOCIAL RESPINSIBILITY
Apivita is a brand that has a very high sense of social responsibility.
Animal testing is strictly prohibited, because it is a brand that protects

and respects life and nature. Apivita started based on the way bees work
and live their life. therefore, it is a brand that protects the natural
processes.
Except the animals, Apivita has done a very respectful job in motivating
and creating a lifestyle around recycling, packaging and protecting the
water and seas. It is a brand that exists sustainably, and it tries its best
not only for its future, but also for the future of the whole nature. “We
have invested most of our time in researching the sustainable agriculture
of medicinal herbs and organic beehives,” said Koutsianas. As a
demonstration project, Apivita has re-created the ancient garden of
Hippocrates on the island of Kos (Belisa Silva, 2011).
THE CONSUMER

LOCATING THE TARGET AUDIENCE
TARGET AUDIENCE: Particular groups of people identified as the intended
recipient of an advertisement or message. Also called target population
(N.A, 2018)
The new campaign of Apivita targets a significant number of people, and
especially women. there are many subcategories that would create the
target audience for this brand. It is a brand that can attract many
consumer behaviors from environmental to financial reasons. there is a
special technique which help the company understand and focus better
on its target audience. the target triangle has the correct form and it is
very helpful to understand the importance and the hierarchy of the
segments (Kelley, L. D., & Jugenheimer, D. W., 2015)
BENCHMARKING
context
person's
relationship
to the brand
WHY: attitudinal
(needs, wants)
HOW: behavioral
(frecuency, value, channel)
WHAT: demographic/sociographic
WHO: number

Apivita has not done many brand campaigns in the past. Products
campaigns are in the annual calendar very often.
This period, Apivita is launching an antiaging facial cream made of wine.
The wine elixir is effective for skin’s conservation and there is a huge
reduction on the wrinkles. It contains a four-stockkeeping unit wrinkle-
reducing, antioxidant packed range, and the Aqua Vita line, which
contains 13 active ingredients, including geranium essential oil, chaste
tree extracts, rose, olive polyphenols, oat and honey. The packaging is a
dark read, reminding of the red wine. It is an eccentric product,
connected with the period of launching, the fall.
Α very innovative, altruistic and sensitive campaign, Apivita has done was
to support the doctors without borders. On November 23, 2012, the
company announced the launching of this thoughtful campaign called
‘’Pastilles for someone else’s pain’’ or ‘’ Παστίλιες για τον πόνο του
άλλου’’. The pastilles were made of honey and theme. People could find
it in the pharmacies with only 1,60€ (Apivita SA., 2015).
Every season, Apivita creates a campaign for a new product line, such as
the queen bee, the wine elixir, the facial masks, that where very

innovative and targeted even younger ages than the rest of the products,
the bee radiant and the aqua vita. There is no other campaigns related to
the brand and not to the products in the brand’s history, except the
campaign with the pastilles for the doctors without borders.
It is a brand that I admire not only for the products, but also for the
strategy they have applied in order to distribute their reputation around
Greece, and not only.
COMPETITION IS MOTIVATION
There is a significant number of cosmetic brands that compete Apivita.
Not only International, but also Greek ones have created a very
interesting and successful line in cosmetics, well established and trustful
for the Greek and international standards. Korres and Frezyderm are two
of the most important competitors in the pharmacies that are also Greek,
with an interesting branding, a respectful ideology and a nice quality in
their products. Freshline, Mastihashop and Korres are competing Apivita
in malls such as Hondos center, where consumers can find any kind of
cosmetics, international, local, natural or chemical. Most of the
international brands have done some excellent international campaigns
that have motivated many people around the world. In Greece, Korres,
Freshline and Frezyderm didn’t have a successful and holistic campaign,
yet.
Korres a Greek cosmetic brand based on natural elements and herbs, It
was established by George and Lena Korres in 1996 and today it is a
brand that has many things in common with Apivita. Strong branding,
well established products and remarkable ideology are the phrases that
characterize this brand-competitor. It is a brand that has created a
product line for face, body, hair and skin. From natural syrups for the cold

to cocoa batter for the lips, and from body lotions to hair colors, Korres
knows how to take care of women’s and children’s beauty. it is more
active in the YouTube, Instagram and Facebook. (Heritage, 2018).
Frezyderm is a Greek cosmetic brand that was established in 1986 by
Anastasios Anastasiou. It is a stricter brand, but it also provides products
that the other cosmetic brands provide, too. Shampoos, facial care, hair
and body products are at the top of the brand’s agenda. It is not a brand
that is based on natural elements and herbs; it is a well-established,
competitive and strong one in the Greek, and not only, market, though.
Middle East, Balkans, Canada and Eastern Europe are some of the
markets that this brand has also been established and succeed.
Frezyderm is also a main sponsor in the Greek marathon that supports
women with breast cancer. In overall, it is a brand that supports mother
and child cleaning care. It is an active brand in the social media, and
especially in the Instagram and Facebook (Frezyderm, 2018).
Fresh line is a Greek cosmetic brand that was established in 1992 as a
small family company at the center of Athens. Its inspiration was the
ancient Greek philosophy of the botanic therapy and the old family
recipes. Today, the brand produces more than 300 natural cosmetics for
the face, hair and body that are based on essences, butter extracts and
other clinically tested products for the skin. Consumers can find this
brand in their own shop at several places in Greece and in several malls
and markets with cosmetics. It is active in the media and social media,
such as Instagram, YouTube and magazines. (Freshline,2018).

THE CAMPAIGN
METHOD
This time, Apivita will not pioneer. Instead, it will worship the ancient
philosophers of Greece, who studied and highlighted Mother Nature, and
spread awareness that Nature can keep humans and animals alive.
Hippocrates, the father or medicine, is one if the sources of inspiration
for the following campaign. Combining the ancient great philosopher with
the powers of nature and the contemporary institution of Apivita, this
spring will flourish with that upcoming campaign. The campaign,
according to the bibliography above, will spread awareness and it will
change attitudes towards the natural cosmetics of Apivita, their ideology
and their effect in nature.
‘’When ancient Hippocrates will meet contemporary Apivita’’
A NATURE-HUMAN RELATION
THE IDEA
Humans have lost their communication and contact with nature, due to
their lifestyle. Jobs, family, innovation of technology and automation of
everything have isolated them from what they really are. There are
people in the world that didn’t have the chance to experience the growth
of vegetables, or they are not aware of the importance of the species in
nature. New generations have been growing at the ages of technology
and they don’t know how to respect mother earth.
Apivita take advantage of this challenge. It is a well-established brand
that has a strong voice to its audience, and especially to women. This

brand can be an ambassador of nature. It can bring people in contact
with Her in a contemporary, innovative and engaging way. Apivita is a
natural based brand that collects herbs and fruits, and it produces natural
products that assist the beauty of a contemporary human.
In this campaign, Apivita will explain to people that nature is sustainable,
but humans can’t live without her. The resources that nature provides to
people are numerus, very effective and beneficial to humans, and
humans are not aware. The process of the circle of life in nature is
magical. starting with the value of the bee in nature, Apivita explains the
relation human-nature through her products.
STRATEGY
OBJECTIVES
An opportunity that is given to the brand in order to build such a
campaign is that the environmental issues are gigantic, alarms are on all
over the world and people are still unconscious. There is a small
movement in primary schools, and new generations are aware about that
issue, but in Greece there is no educational campaigns that will hit
people’s consciousness to love and respect nature. Therefore, nature has
been helpful to humans in order to survive through centuries, but this
time, humans will do something good for the nature. Awareness is the
first step for success. Thus, the first objective is to spread awareness to
people who are not already aware about what the brand’s ideology is and
how the campaign will affect the environmental consciousness. The
bigger the mass, the better the result. As an opportunity I can consider
the fact that young generations are very careful to choosing a cosmetic
for their face or hair. There is a very big influence in this generation on
natural products, animal testing free and ecofriendly, that puts the brand
at the top of the cosmetic pyramid.

A threat could be considered the fact that people are so obsessed with
the daily schedule, their jobs and their financial future, that they don’t
pay attention on their future lives. A warning campaign might be one of
all warning campaigns that never touched anyone. This is a b-to-b
campaign that both the company and the public environmental
institutions will have the advantage of the result. Not only Apivita will
enhance its image as a natural product brand, but also it will be an
ambassador and opinion leader for all environmental organizations.
My aim is to create a campaign that will have an alarming, yet
contemporary character that will attract not only adults, but also young
adults and teenagers. And that is because young people have the power
for their future in their hands, and this is called technology and
interconnection through social media. I believe that, according to how
young generations are related to technology, they can create a huge
impact through social media. They have to power to communicate
several important issues through their point of view. Through that, in
combination to my campaign, they ca influence older people to use those
products, and adapt the ideology of protecting the nature. Older people,
such as the baby boomers’ generations are desperate to reach the
rhythm of the innovations flow. Therefore, a contemporary campaign can
be successfully applied in a society that wants a better future.
TARGET GROUP
SOCIOGRAPHIC
Apivita is chosen from people and especially women that are
environmentally and animal friendly. They are aware about the pollution
that cosmetic industries cause, and they chose this natural cosmetic
brand because not only protects the environment, but also is against
animal testing. It is also a brand that enhances recycling actions, not only
for plastic, but also for water, organic material and the packaging of the
band’s products. Therefore, the brand starts targeting a very

environmentally cautious target audience (Plomariti D., & Logothetou, E,
2016).
A very interesting role to the cosmetic consumption plays the social
media promotion. there are many bloggers or vloggers in YouTube that
are followed by a significant number of people. Therefore, they can easily
influence and promote those products through this. Thus, it is socially
noticed that consumption is also a matter of trend. Viewers are
influenced by people who recommend the products, because they are
true, realistic and viewers purchase what they see (Hsu M.H, Chuang L.W,
2013). This is a matter of a need that people react in the masses. They
follow the masses, they always need a leader to take decisions
representing them, and then, they are influenced by this opinion leader-
vlogger (Person, E. S., & Freud, S., 2001).
An interesting part of this segmentation is also that the audience, the
consumers have their own policies. It is their choice for what they will
buy, and they become demanding and selective, because there is a huge
competition among the product. People chose their cosmetics depending
on the result, the process of production, the greenness of the company,
or the branding itself. These people are targeted because they have a
voice on how to choose their cosmetics (Boome, M. (2018). They may
want toxins and silicon free products, of green produced products; they
are aware, and they are targeted because Apivita respect the personal
demands and policies that consumers have, and it started as a green and
it continues to be a green effective brand that respects not only the
environments, but also the consumers’ demands.
DEMOGRAPHIC
Apivita’s products have no age or budget limitations. It targets young girls
who start their facial care at the age of 13-15 with the new gorgeous
facial creams and masks that are so youthful, effective and smell great,
and it reached the most difficult age of 60+, providing natural creams and
masks against aging. In between, hair colors, make-up products,

sunscreen creams and the rest of the cosmetics satisfy every demanding
consumer. Therefore, age is not an obstacle (APIVITA, 2018).
Men are also targeted with a special male line for facial care, hair care
and hair loss. Therefore, men bellow their 30’s are targeted, too.
The financial status is one of the most important factors that influence
the consumer. According to a consumption study in Greece in 2017,
consumers are price sensitive rather than brand loyal (Georgousi M.,
2017). Cosmetic consumption is not a primary need for a human. In
Greece, there are people who straggle to pay their obligations,
unemployment is now better that the 6-7 years, and the personal care
has been a secondary priority.
Apivita is not only an eco-friendly brand, it is a brand that is socially
responsible, and it considers the financial condition the society faces. In
other words, it is a respectful and reliable brand, it is provided only in the
pharmacies, and it is very affordable, because beauty and personal care is
not luxurious indulgence. Therefore, it is a valuable brand that any
budget can afford.
Location is not a problem. People do not need to live at the center of
Athens in order to have access to the brand. Not only does it appear in
every pharmacy of the country, it is also available to several countries in
the world. And the access becomes even easier, when people can order
them in online stores and pharmacies.
PSYCHOGRAPHICS
Apivita is targeting people who love their inner and outside beauty.
People who know to take care of their appearance, are those who are
targeted the most, because it is a brand that is neither expensive not
difficult to find. Therefore, due to the fact that it combines the triangle

product quality, branding and ideology, this brand is mostly consumed by
people that are aware of theme and they like to be treated as unique
individuals.
Crisis is not a reason for letting the personal care aside. If you really love
and respect the body you live in, then you have to treat it the best way
you can. It is a fact that Greece has been through a very serious crisis. It is
very correct and understandable that people may have different
priorities. Having a nice personal care is a part of a great living. A good
idea about the self and self-confidence originated from small thing that
makes people feel better (Denmark, F. L., & Paludi, M, n.d).
TECHNOGRAPHICS
It is not obligatory for consumers to have the great technological
knowledge in order to become an Apivita consumer and lover, although it
could make the access to the products easier. People also can be
informed of any new product or event or campaign through the official
social media pages of Apivita.
There are also many people targeted, that are aware of how natural
products are created, why they are friendly to the environment, how they
can recycle, reuse, compost the domestic trash, therefore they have an
overall knowledge around the brand Green actions.

Apivita does not only target people who will consume the products, It is
also targeting people who will enhance their publications, their
reputation and they will assist to a better image. The primary audience
does not need to directly consume the product, for example, pharmacists
are the number one target audience that they need to be aware about
the brand and the products, to attend the seminars and provide the
products correctly in their pharmacy. All this is because those spots are
everywhere, and people can easily have access to the products.
Therefore, pharmacists are more important that consumers themselves,
because they are a main medium to distribute the products.
The press, journalists, Bloggers and Vloggers, influencers, and important
opinion leaders such as doctors, plastic surgeons, dermatologists,
sociographic
•eco-friendy
•animal friendly
•blogger
followers
•blogger
influencers
•stylish people
who chose
pacaging.
•intelectual
people.
demographic
•13-60+ y.old
•at any place of
Greece
•low- medium
financial status
•men above 30's
psychogaphic
•personal care
priority
•self confidence
technographic
•social media
•internet use
•online order
•environmental
issues

pharmacists that will give a more important validity to the products, are
indirectly targeted because they are the direct users. They keep the
publication to their hands, though. Therefore, they are very important for
the brand to have positive critics from them.
Competitors are also a target group of people that keep the standards in
a level, and sometimes, they make the brands even better. Korres is the
most characteristic example of a competitor, because it has a similar
production and ideology with Apivita. Nevertheless, each brand has a
specific audience and loves, different products that cover different tastes.
STRATEGY
MESSAGE
The message of the campaign must be simple and classy, as the brand. It
is a valuable campaign with innovation and ideology. Therefore, the
language and the style of the message must apply to these
characteristics. ‘’An edible Cosmos’’ will be the message of the campaign,
reminding the aim we all have for this future and this world; everything
will go back to normal in nature, and plastic will be replaced with edible
objects.
LANGUAGE
The tone of the voice will be scientific and formal, but it will be presented
in such a way that the audience will be familiar with the content and
everyone will understand any message. The fact that the audience has a
wide age range is not an obstacle in understanding the language of the
campaign, because scientific does not mean difficult or unknown. It will
be a fresh and contemporary campaign with ethos and quality in
language and tone of voice.
TIME LINE
The plan to this campaign is to be released in the Spring 2019. It is the
most appropriate season for this campaign because everything flourishes,

and it is very suitable to the concept of the campaign. To be more
specific, I will release the campaign at the first days of April. 1) the
weather looks more like Spring at this time, and there is not that very
cold in Greece. 2) Easter is at the 21st
of April, therefore people can be
prepared for several gifts, or an update to the cosmetics they need, now
that the sun is more hot and the skin and hair need more protection. 3)
people have a better psychology, because the day is bigger, the time
changes, people feel more like going shopping, they refresh their
products according to their needs, and they are more in the mood to pay
attention to such concepts.
INNOVATION
Apivita supports the Mediterranean products for almost 40 years, and it
has created an amazing number of remarkable products for every person.
This time, nothing will change in the products. Packaging is the one that I
will change. In collaboration to a team of chemical engineers, I will create
a packaging that will be edible. It will be made either from gelatin or from
oats. The products included in the packaging are natural, therefore after
their use, people will not be afraid to recycle them, if they already don’t.
They can put it in the regular bin or compost it. This will be the brand’s
little surprise for the society and the Greek market in general (Beanland,
C., 2018, April 09).
TOUCHPOINTS
I will use Facebook, Instagram, YouTube, women’s Magazines and TV
reality shoes and afternoon talk shows. Greeks trust social media more
than the traditional media for their information. Thus, I will put more
emphasis on the social media use, promotion and strategic advertising.
(News, A., 2017, June 22), (Statistic, 2017).
Facebook: I will create posts and informational small videos that I will
publish in a specific timeline. i will keep the official page updated for 2
months; April and May. The material will be posted every 3-4 days. I
believe that the over-posting is not effective, rather is tiring and people
will end up detesting the whole brand-campaign process. I will not use
Facebook stories, because they don’t have an audience. I support the

official page on Facebook because it is a medium that is accessed for
millions of people every day, not only local but also international. It is also
a medium that has potential in advertising, it has a market place and a
professional background that can support such a campaign.
Instagram: I will create posts, formal for the page and more informal for
the stories and the highlights. I will create separate highlights that will be
only for the campaign. I want followers to be interactive. We don’t need a
passive audience, because this is the purpose of the campaign; to interact
people, change attitudes, and motivate them. I will post 1 picture every 3
days and I will also create a motif in the official page that will indicate the
concept of the campaign. I will support Instagram promotion because it is
the No 1 social medium in Greece for advertising and promoting products
and services. It also has a good relationship with price and easy release of
the promotion. Therefore, the company does not need to spend money
for extra promotion.
YouTube: I will update the YouTube official page with several spots that
will be small, comprehensive, and meaningful. I will also sponsor
YouTubers to comment on the products and the campaign. I will
communicate the message with a pop-up commercial on YouTube videos
that will be related to the target groups through the Cookies. I believe
this is effective because YouTube Is a very strong social medium, people
can comment, like and dislike, share or replay the videos again and again.
They can have the list with what they have watched, and they will always
be there, nothing will be lost.
Magazine: ELLE, Madame Figaro. I will use those two magazines to begin
my printed promotion. The pages will be depicted on the appendices.
ELLE will contain it the April publication and the Madame Figaro in the
May publication.
TV: I will use a TV reality, if there will be any for the spring season, to
promote the campaign as a product placement. I will also use Eleni’s
Menegaki talk show to promote the campaign, she will promote a small
documentary about the campaign and the work the brand has done
around the environmental issues and their support, and she will give
away several gifts to the audience that will call, or they will like the post

she will do in her official page on Instagram. I think that her talk show has
a very huge audience, she has 300.000 likes in Instagram in every post
she uploads, therefore it is the appropriate promotional plan for TV. I will
not create a TVC, because I support that there are other more clever,
successful and cheaper ways to promote a campaign.
Instagram: I will conduct a challenge with videos that followers will have
created. I will make them viral through Instagram and a hashtag. The
concept: people will have το take videos with their phone challenging
others. They will have to eat raw plants, and they will challenge others to
do the same. This will be for a good cause. I will use known people to
begin with it, like Sissy Christidou and her family; she is very influential
and very interactive with natural products and great smells. I will also
propose Filio Metsi, one of the most successful bloggers in Greece and
Tamta, a singing persona that is followed by thousands of young people.
All these people will be effective for the campaign because they have
many followers that they are influenced by them. They will all upload
those videos with a hashtag #EdibleCosmos.
This hashtag will also apply to Facebook YouTube, and it will be used for
the giveaways.
I will create a pop-up store in Hondos’ Center. There will be a promotion
lady with informational leaflets and several products form several lines of
the Brand. I will also create a cooperation with some local hotels that are
closer to nature and are more family related. There are several hotels and
hospitality institutions that prefer their collaborations with natural
products and eco-friendly services. It is a good promotion for the
upcoming Spring-Summer because there is a lot of tourism that can meet
the product and the ideology behind.
As a PR plan, I will create special invitations to people who have
supported the brand, such as pharmacists, bee keepers, dermatologists,
journalists and bloggers, and I will thank them and invite them to the
events that will take place at the experience store at the center of
Athens. I will also use outdoor posters at several highlight spots such as in
the metro and the suburban railway and in the bus stations. This will take
place in all big cities of Greece.

I will not use radio because the audience that listen to this medium is
covered by other media such as TV, YouTube and Instagram.
CAMPAIGN EVENTS
I will use the experience store of Apivita at the center of Athens to create
several events related to this campaign. The events will take place in 4
different days, one every 2 weeks in April and May. I will prefer to do the
event on Sunday afternoon- evening. One of the 4 Sundays the shops are
open. That day, I will organize the presentation with the edible packaging
that will contain facial, hair and eye masks. I will not have personal
invitations for that day, rather the store will be available for every
consumer. In the event, the PR people will call the engineers to make a
speech that will explain the process they created the packaging and the
duration of that, the safety for the product included and the safety for
the environment. They will also try eating the packaging, or the material
it is made of, in order to convince the audience. Journalists, bloggers and
influencers will be invited to this day.
The other 3 Sundays, I will organize several informational speeches with
people that are experts on the product, on the environment, on the Bees
and I will invite important people depending on the day and the customer
list. I will also organize workshops and seminars for pharmacists,
dermatologists, aestheticians and other amateurs.
MEASUREMENT
After the end of the campaign’s release, I will measure the success of the
campaign with several tools. First, for the social media, I will compare the
people who responded to the challenges, the hashtag and the user
generated content to the number of people who just follow or like the
official pages. I will also count the views the first stories have in
comparison to the latest ones, because in that case, if the number at the
first story is much bigger than the last ones, it means that people change
the page because they are not interested. Therefore, I will examine if the
stories were effective In the Instagram.

I will also check the popularity at the hashtags. For the rest of the
executions, I can create a small questionnaire for pharmacists, bloggers
and journalists and they will give an objective image of their sales and
their views and the responds people had in their job that concerns
Apivita. For the environmental issues, it is not very easy to count the
people that changed behaviors and started protecting the environment
or they started recycling and reusable products, because the number of
the result and the sample might not be objective. Therefore, I will
measure the response for the campaign with the tools above and, if I see
satisfying numbers, then I can continue the topic with better and more
innovative actions for a next campaign.
CONCLUSION
This campaign will help Apivita create a more eco-friendly image, because
there is a significant number of people that are not aware about the
exact ideology and the exact product quality that this brand provides. It
will also assist the publication, because it will be more engaging with a
more social issue like the one I presented in the campaign.
It is important for a well-established campaign as Apivita to create several
refreshing events, campaign and innovative ideas, because it rises the
quality and the competitive level in the market. In addition, technology
and lifestyle evolve very fast every day, the human needs change and
companies such as Apivita need to be a step further than the rest of
society. And this is how it becomes a pioneer to this market.
In overall, I support that this campaign is innovative, eccentric yet calm,
and Apivita is the perfect match as an ambassador for such a social issue.
It is a win-win campaign where both the company and ecological
institutions will benefit from this project, as a result of a better, cleared
and more ‘’edible’’ world. I believe that this campaign will have a social
effect.
REFERENCES
• Documents

o Apivita SA. (2015). Apivita SA Medtrack Company Profile (pp. 1–5). Retrieved
from
https://acg.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?di
rect=true&db=bth&AN=101579154&scope=site
o Ananda, A. F., & Wandebori, H. (2016). THE IMPACT OF DRUGSTORE MAKEUP
PRODUCT REVIEWS BY BEAUTY VLOGGER ON YOUTUBE TOWARDS PURCHASE
INTENTION BY UNDERGRADUATE STUDENTS IN INDONESIA (Unpublished
master's thesis). 1School of Business and Management, Institut Teknologi
Bandung, Indonesia.
o Beanland, C. (2018, April 09). The edible solutions to the plastic-packaging
crisis. Retrieved from
https://www.theguardian.com/environment/shortcuts/2018/apr/09/the-
edible-solutions-to-the-plastic-packaging-crisis
o Belisa Silva (2011). Bee-Based Apivita Buzzes Into U.S. WWD: Women’s Wear
Daily, 202(130), 8–1. Retrieved from
https://acg.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?di
rect=true&db=bth&AN=70129017&scope=site
o Boome, M. (2018). Cosmetics: Consuners' choice, consumers' policy
(Unpublished master's thesis). The Evergreen State College. Retrieved from
http://archives.evergreen.edu/masterstheses/Accession86-
10MES/Boome_Thesis_2018.pdf
o Despoina, K. (2018, July 1). Η Apivita σχεδιάζει την επέκτασή της σε νέες
μεγάλες αγορές του εξωτερικού, Της Δέσποινας Κόντη | Kathimerini.
Retrieved from
http://www.kathimerini.gr/972598/article/oikonomia/epixeirhseis/h-apivita-
sxediazei-thn-epektash-ths-se-nees-megales-agores-toy-e3wterikoy
o Euromonitor International. (n.d.). Retrieved from
https://www.euromonitor.com/mass-beauty-and-personal-care-in-
greece/report
o Heritage. (2018). Retrieved December 4, 2018, from
http://gr.korres.com/el/heritage
o How Does Nature Impact Our Wellbeing? (n.d.). Retrieved from
https://www.takingcharge.csh.umn.edu/enhance-your-
wellbeing/environment/nature-and-us/how-does-nature-impact-our-
wellbeing
o Maria, G. (2017, December 7). Greece - Beauty and Personal CareGreece -
Beauty and Personal Care. Retrieved from
https://www.export.gov/article?id=Greece-Beauty-and-Personal-Care
o Plomariti D., & Logothetou, E. (february 2016). A Research on Consumers’
Perspectives about Natural Cosmetics in Greece (Unpublished master's

thesis). International Hellenic University. Retrieved October 5, 2018, from
https://repository.ihu.edu.gr/xmlui/bitstream/handle/11544/14509/A
Research on Consumers Perspectives about Natural Cosmetics in
Greece.pdf?sequence=1
o Malia, Minoan Palace and City - The Gold Bee Pendant. (2016, November 09).
Retrieved from https://www.meetcrete.com/minoan-palace-malia/
o News, A. (2017, June 22). Greeks are the only Europeans that trust social
media more than their country's legacy media. Retrieved December 6, 2018,
from https://medium.com/athenslivegr/greeks-are-the-only-europeans-that-
trust-social-media-more-than-their-countrys-legacy-media-463ee58df1fd
o Social network penetration in Greece 2011-2017 | Statistic. (2107). Retrieved
December 6, 2018, from https://www.statista.com/statistics/384378/social-
network-penetration-in-greece/
o What is target audience? definition and meaning. (2018). Retrieved from
http://www.businessdictionary.com/definition/target-audience.html
o ΦΥΣΙΚΑ ΑΠΟΤΕΛΕΣΜΑΤΙΚΑ ΟΛΙΣΤΙΚΑ. (2018). Retrieved December 4, 2018,
from https://www.apivita.com/hellas/natural-effective-holistic
o ΑΠΟΣΤΟΛΗ. (2018). Retrieved December 4, 2018, from
https://www.apivita.com/hellas/mission
o Εταιρεία. (2018). Retrieved December 4, 2018, from
https://www.freshline.gr/el/etaireia/
o Η ΙΣΤΟΡΙΑ ΜΑΣ. (2018). Retrieved December 4, 2018, from
https://www.frezyderm.gr/i-etaireia/i-istoria-mas/

• Books
o Altstiel, T., & Grow, J. (2013). Advertising creative: Strategy, copy, design. Los
Angeles: SAGE.
o Budelmann, K., Kim, Y., & Wozniak, C. (2010). Brand identity essentials : 100
principles for designing logos and building brands. Retrieved from
https://ebookcentral-proquest-com.acg.idm.oclc.org
o Elizondo, D. E., Bouchard, C., & Favart, C. (2016). Defining Brand Identity
Through a Kansei-Experience Approach, the Creation of the Experience
Framework Boards (EFB). Journal Of Integrated Design & Process Science,
20(2), 101-112. doi:10.3233/jid-2016-0018
o , F. L., & Paludi, M. A. (n.d.). Psychology of women: A handbook of issues and
theories (2nd edition). Westport, Connecticut London: Praeger, an imprint of
ABC-CLIO, LLC.
o John, O. P., & Pervin, L. A. (2001). Personality: Theory and research. Hoboken,
NJ: John Wiley & Sons.
o Kelley, L. D., & Jugenheimer, D. W. (2015). Advertising account planning: A
practical guide. Armonk, NY: M.E. Sharpe.
o Miller, G. T., & Hackett, D. F. (2011). Living in the environment. Toronto:
Nelson education.
o Nather A. Planning Your Research And How To Write It [e-book]. New Jersey:
World Scientific; 2015. Available from: eBook Collection (EBSCOhost),
Ipswich, MA. Accessed July 31, 2018.
o Person, E. S., & Freud, S. (2001). On Freuds "Group psychology and the
analysis of the ego". Hillsdale, NJ: Analytic Press.

APPENDIX
EXECUTIONS
POSTER- OUTDOOR

MAGAZINE AD

INSTAGRAM STORY
CONSISTENCY AND SYNERGY
My consistency and synergy plan will first be presented on my work and research above in
connection to the campaign I have presented below. I have used several key words, such as
edible world, Hippocrates and Apivita that are the main keys of the whole campaign. I have
created consistency because in that way, the overall result has some common characteristics,
it is connected and interrelated with the topic, and, at the end, it created a holistic and
complete result. My consistency is secondly presented in my executions. I have used the
same background, the logo and the script in all executions: in the outdoor poster, the
Magazine ad and the Instagram story. I believe that, when the consumer, reader of viewer
will see those 3 executions, it will be very important to understand the brand, the cause of
the campaign, and the fact that all 3 belong in the same campaign as a whole.
As a synergy plan, I have used strong elements that can make the image and the script
stronger that if it would sand alone as a picture. For example, I have used a picture with a
Greek- Mediterranean herb, lavender, an illustration of Hippocrates’ head and a script that
explains the concept of the campaign in a few words. I also used the logo in all executions in
order to be understandable that this is a campaign from Apivita.
IDEOLOGY
The Values
A VALUABLE BRAND TO INVEST

Apivita combines 3 different aspects that make the brand valuable and
worth to invest time and create a new campaign, as an undergraduate
student; perceived product benefits, banding, ideology. All three have a
very heavy and strong foundation that bakes Apivita a holistic band in
cosmetics.
PRODUCTS
APIVITA has created more than 300 products for the face, hair and body.
From cleaning lotions to relaxing body oils, from facial masks to
sunscreen creams, the brand has used a significant number of natural
elements in order to satisfy every human need in beauty. Pomegranate,
orange, honey, alloy, clay, grapes, cucumber and propolis are some of the
natural components that create all those products.
BRANDING
APIVITA’s creative team has created a unique and impressive branding
that make the products have an identity, a character and an image that
every consumer can recognize them. The black and white logo with the
ancient bees and the colorful labels that provide consumers with some
information about the use and the smell of every product, makes the
branding special, catchy and eccentric. It is the most successful Greek
branding in the Greek market.
IDEOLOGY
APIVITA is a 100% Greek company. It is a family brand made by two
people, and today it has been a powerful and huge one. The owners
supported their idea and honored the Hippocrates’ holistic approach of
health, beauty and wellness. This brand honors the ancient Greece, the
natural processes of life, pollination and value of nature in human life.
When you respect nature, you respect life; And when you respect life,
you are beautiful inside and outside. For over 2500 thousand years now
Hippocrates, the “Father of Medicine”, has been an inexhaustible source
of knowledge and guidance for improving human health and wellbeing.
Both Medicine and Pharmaceutical science are guided by the work of the
ancient Greek medical philosopher. As a tribute to and in recognition of

his contribution, Apivita has embarked on the creation of a botanical
garden with Hippocratic plants where the cultural, medical and
pharmaceutical sciences can showcase and present the magnificent work
of Hippocrates to visitors from around the world (ΦΥΣΙΚΑ
ΑΠΟΤΕΛΕΣΜΑΤΙΚΑ ΟΛΙΣΤΙΚΑ, 2018.). To conclude, Apivita is a brand
worth investing my creativity for a brand-new campaign that will elevate
it a step further.

The thesis-APIVITA CAMPAIGN- ''An edible cosmos''

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