An integrated marketing communications campaign for Belo men soap

• Main Author: Adriatico, Arianne Grace
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Belo men soap; Advertising > Soap; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18053
• Institution: De La Salle University

This P15 million integrated communications campaign was designed as an introductory launch of Belo Men soap, a product of the Belo Men line. This campaign will run on continuous weights from May to July and the target market is expected to become aware and appreciate the benefits of Belo Men soap by the end of the 3- month campaign. Women are not the only ones who want to look physically attractive nowadays. Men, however, put a minimal amount of attention to the skin care products they use. Hence, they tend to settle for products offered by our competitors: Safeguard, Vaseline, Bioderm, Green Cross and Johnson & Johnson. The big idea is that "There are some things that should not be shared". And the themeline is "Have your own". We targeted the males from ages 20 to 30 from the socio- economic classes upper C to B. Print, ambient, billboard, activation, and event are the media vehicles used for the whole campaign. Using above the line and below the line efforts, this campaign aims to make the stated target audience aware that they have different needs. Therefore, they should change their habits of using communal soaps and we subsequently introduce Belo Men soap as a brand that will cater to their specific needs.