Odo Hair- advert campaign

Odo Advert Campaign Writing

Within the advertising campaign, the product advertised will be a line of hair products mainly made for black women. This product range has been chosen since there is a very limited range in mainstream society- creating many problems for the target audience. For example, in Boots the only two brands, that I could find, that cater for black hair is Shea Moisture and Cantu and they're not strictly obvious to find on the website or in stores.  Not only are the choices limited, compared to hair products created for more white hair types, the products are significantly more expensive- thus causing further issues.

Idealistically, the advert campaign will get inspiration from L'Oréal campaigns alongside the Dove 'Self-Esteem Project'. By using these campaigns as inspiration hopefully our campaign will effectively reinforce a positive message about black hair and black culture in general. In more depth, the campaign should overcome the ideology that afro hair is too messy for schools and colleges meaning younger generations with this hair type struggle with the 'uniformed' outlook on this hair type; the campaign should provide inclusivity to people with afro hair- especially younger generations who perhaps suffer with their self-image and body confidence. However, unlike the Dove 'Self-Esteem Project', hopefully our campaign and adverts will be carefully constructed and inspected to avoid any controversies or criticisms from the population. The slogan for the campaign should be something similar to L'Oréal's 'because you're worth it' in order to influence the target audience to believing in themselves and their beauty- even if it's stigmatised in education. Our slogan could due along the lines of 'embrace yourself', this would in theory provide the confidence needed in our target audience.

Our own product line will be called Odo hair derived from the African language Twi. This name was chosen as it represents the demographic out product is trying to reach. Typically speaking, the range of products should aim to please a wide demographic of consumers who will have a black hair type. The consumers will be me and women, since the products will be unisex, of all ages and social class since this issue of limited range of black hair care affects most people of black ethnicity and isn't based upon social class or age. Furthermore, the name is also an acronym, On the go, Defining hair, Organic.

The unique selling points of the products will be that it's very eco-friendly as it's purified, uses only natural nutrients and is biodegradable. This will be an advantage as many hair brands use harmful chemicals and not only harm the hair, but also the environment, by making the products eco-friendly, the environment will not only be protected, by also wider audience may be attracted; people who are described by Young and Rubicam's audience theory as 'reformers'.

The created logo for our product is a silhouette of a person with the afro hair type to represent the target demographic the product is aimed at. The head og the woman featured in the picture is supposed to represent the two 'O's in the products name, so overall the logo will spell 'odo'. However, the image doesn't work as effectively as hoped, and the image could have been improved by making the proposed 'o's look more like 'o's by perhaps removing the rest of the body from the two silhouettes.