Avaline Print/OOH Ads
In my Elements of Creative Advertising class, we had to select one consumer packaged good to advertise, and choose one specific audience to advertise to. Our job was to come up with a new use for the consumer packaged good that appeals to that audience. We chose Avaline wine.
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Our task was to create one full-page magazine ad, one out-of-home (OOH) billboard, and one OOH transit ad.
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​ This project could not of been done without, Victoria Fontana, Julia Kupczak, and Anjali Sharma.
First Things First... Research
Competitors
On an opinion/blog website where people can ask questions and get answers, someone asked, “where is the cheapest place to get flower vases?”
--> Ikea was a popular response.
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- Wedding Wire
What?
This campaign will create brand awareness and show customers that Avaline wine bottles have a life beyond the wine. Instead of tossing the bottle, you can turn it into a flower vase, which helps cut down on waste and adds a unique touch to your space.
Who?
Our target audience are women in their 30s to 40s who identify with a granola lifestyle, enjoy DIY projects, love flowers, and spend their free time sipping drinks at their book club.
Big Idea
To make people see the wine bottle as more than just a container; it’s a chance to be eco-friendly and creative.
Inspiration & Sketches
Lots of Brainstorming...
Transit
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Bottles with flowers on a bus shelter
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Cameron Diaz ad
Billboard
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Painted building with rooftop flowers, plants, and trees
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Recycle logo (bottle life cycle)​
Magazine
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Hand pouring wine with flowers coming out instead of liquid
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Saturday night vs. Sunday morning (visual comparison)
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Cameron Diaz ad
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Dinner party set up --> showing Avaline bottles for drinking, and Avaline bottles with flowers used for table decor)
Creative Brief
For the brief, my team and I brainstormed and discussed things like...
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What is the single most persuasive idea?
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What does the intended audience currently think (about this product/service/idea)?
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What competitors are trying to reach this same audience?
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What do we want them to think?
Final Deliverables
Billboard Ad
We chose to go with a "date night" type of billboard because wine and flowers are key elements of a date night. To maintain consistency, we used the same flowers featured in the other two ads. The tagline "double use, single price" highlights both the wine and the flowers. This ad would be displayed on billboards in a popular shopping area, as it attracts a high volume of women.
Transit Ad
For the transit ad we wanted to convey the timeline of a Saturday date night and what follows Sunday morning. On a date you receive flowers and wine, so in this ad we tried to convey that you can repurpose those things the next day by using the wine bottle as a vase, making the memories last longer.
Magazine Ad
For this ad there is a visual “split” between the concept of Saturday night going into Sunday morning. On the left there is this woman who is lounging and drinking Avaline and then to the right is her bedside table with the Avaline bottle being used as a vase. The association of having a person in the ad makes it more personal. The woman symbolizes the concept of how drinking Avaline can be a girls night, date night, or just casual drink at dinner.
