Park Avenue Beer Shampoo is a disruptive product among hoard of boring me too shampoo brands.
The brand was made for an individualistic, young audience; primarily men who love chugging beer. However a need was felt to infuse the brand with stronger hair category codes and reinforce the ingredient story too.
When research paved way for a new opportunity at 70ml SKU, it was the right time to start encoding the new message into the brand’s vocabulary.
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A tray of 12 packs (70ml each) was envisaged. Branding of the tray and point of sales collaterals were to be created such that they convey the promotional message, while reinforcing the new brand codes.
THE ATTEMPT
We explored ways of communicating the uniqueness of Park Avenue Beer Shampoo and its benefits, while playing upon the "beer world" as an undertone
THE ENKI MOMENT
Based on the brand essence and product benefits we created the catch line for the Tray
“A Pint a Day, Keeps Dry, Damaged Hair Away”
Elements in the design
FINAL TRAY DESIGN
MOVING AHEAD
Launching the product with no buzz around does not help. Next step was to create Point of Sales collaterals to inform the consumers about the unique product and a lucrative promo offer of almost 50% discount, dubbed "Happy Hour Offer"
COMMUNICATION APPROACH
Unique product with never before seen offer
Welcome consumer to the "Park Avenue Beer Shampoo" world
Communication to get the retailer excited to sell the product
THE ATTEMPT
We explored a range of creative ideas starting from a direct promo communication, to a layered message that reinforces hair care credentials. Core of Happy Hour Offer of Rs.30 per bottle.
ENKI MOMENT
“Right Hair Right Now”
This was the perfect articulation to convey the hair credentials of the brand, while retaining the unique,
stylish tone of voice the brand has
FINAL KEY VISUAL
We extended this communication and visual language to create point of sale collaterals like Poster, Dangler, Wobbler, Shelf Strip and Bunting
POINT OF SALE COLLATERALS
