This document discusses the branding and marketing strategy for a perfume targeted at females aged 16-24. The brand, called "Bloom", aims to portray youthfulness, innocence, and vibrancy. It uses celebrity endorsements from singers Ellie Goulding and Anna Sophia Robb and focuses on creating an emotional experience for the target audience rather than emphasizing the product. Flowers, which represent the brand name, are used throughout the advertising materials as a metaphor for the audience's blossoming from teenagers to women.

2. • Youth
• Innocence
• Vibrance
Target market: females aged 16-24
Branding concept

9. YEW TIMELAPSE

14. “Corporations may
manufacture products, but
what consumers buy are
brands”

15. Anna Sophia Robb
“Celebrity endorsements add star power and
trust to a brand as well as the celebrities
personal values”(Harrington, 2013)
• She is beautiful,
young and vibrant
with a strong
sense of innocence

16. ‘Anything can happen’
- Ellie Goulding
•Ellie Goulding is a
young and talented
singer
•Song is catchy and up
beat to distinguish the
advertisement

17. • Advertisement created an experience which
appeals to the target market rather than
focusing on the product
“A brand engages consumers on the level of the
senses and emotions; how a brand comes to life
for people and forges a deeper, lasting
connection.”
Emotional branding

18. • Flowers are a sign
used throughout
the advertisement
•Viewed simply as
representation of
brand name,
‘Bloom’.
•Flowers blooming
acts as a metaphor
for our targeted
audience as
blossoming from a
teenager to a
woman

19. Extratextual framing
• From extratextual knowledge, it is known that
perfume advertisements generally carry sexual
connotations
• ‘Bloom’ differentiates itself by avoiding
associations of intimacy and sexuality and
emphasises youthfulness and feminity to target
its audience
Examples of advertisements using intimacy as selling point:
•http://www.youtube.com/watch?v=zLrUJY4D5Bc
•http://www.youtube.com/watch?v=yTO4FHf8MBs
•http://www.youtube.com/watch?v=JOtfKiCr99g

20. “Traditional brands will increasingly
be separated into those that can and
those that cannot adapt or be invited
by consumers to join their new social
media.”
Social Media