Splash Corporation, Inc. an advertising campaign for biolink green papaya whitening bath soap with pearl cream essence

• Main Authors: Choa, Gimra Lynne N., Racho, Margaret F., Sy, Lorraine Philipps N.
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17589
• Institution: De La Salle University

To homogenous products, it can be a challenge for one brand to stand out and set itself apart from the others. This paper proposes a plan, which based on quantitative and qualitative research, can potentially bring the Biolink brand to another level in terms of its identity and position in the skin whitening industry. Focusing on Biolink Green Papaya soap's newly found competitive advantage, which is the Pearl Cream Essence a new perspective on skin lightening is to be introduced. Contrary to the ubiquitous notion of white skin equating to beauty and attractiveness, the campaign shall establish the concept of Skin Brightening which is not just about having a whiter complexion but rather one that is glowing, radiant and luminous. In involves having a more even skin tone, free from dark spots and other discolorations thereby resulting to a more youthful appearance. This is to be perceived as more superior than just having plain white skin, which has a tendency to look dry, dull and pasty. A unique approach to the target audience is also discussed, most especially in the choice of media mix in which the advertising message is to be channeled through. It makes use of non-traditional ways of communicating ideas in order to give the brand a fresher image. Apart from re-launching Biolink Green Papaya's new formulation soap, the campaign also targets sustainability in terms of buzz and word-of-mouth marketing. It aims to have and keep people talking about the product and the campaign itself because it has been found that recommendations rank highest among reasons why a consumer decides to try and use a product.