Project Background
CLIENT
Loverboy, a sparkling hard tea and craft cocktail brand launched in 2018 by TV personality, Kyle Cooke.
TARGET
Financially comfortable adults aged 27-35, who live in highly populated urban areas and are single, looking to date.
TASK
Create an advertising campaign for Loverboy with the following deliverables: three print ads, one television commercial, ten social media ads, two out-of-home ads, one viral video, guerilla marketing, and branded product placement .
THE BIG IDEA
Sip Into Love
Inform the target that Loverboy is a brand with superb alcoholic beverages, spread awareness of the unique flavors offered.
Tone: Playful, daring, romantic, relatable, fun, modern
Campaign Booklet
Program
Adobe InDesign
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Chief Designer
Chloe O'Hallaron
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Co-Designers
Jacob Conda, Nick Lau
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0101 Advertising Team Members
Noelle Clark, Jacob Conda, Cisy Fang, Amanda Hampton, Nick Lau
Our team's campaign booklet holds the entirety of our campaign, including primary and secondary research, a creative brief, a target persona, brainstorming, sketches, and each of our final deliverables.
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Click the icon below to download a PDF of our booklet.
Three Print Advertisements
Programs
Adobe Photoshop
Adobe Illustrator
Photographer
Jacob Conda
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Designer
Jacob Conda
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Copywriters
Noelle Clark, Chloe O'Hallaron
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Our team developed three full-page print ads, each highlighting the brand's unique flavors in a different social scene.
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In the Cosmopolitan ad, Loverboy commands attention in an upscale bar, where the product exudes sophistication and style.
In the Espresso Martini ad, the urban cityscape serves as an elegant backdrop, integrating the product into urban life.
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In the Pineapple Hibiscus ad, the product is showcased against a mesmerizing starry night scene, creating a feeling of ambiance.
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The heart-shaped water element in each ad serves as a visual tie-in and metaphor for falling in love with the brand's unique flavors; it runs through the campaign and emphasizes the big idea of capturing hearts and taste buds alike.
TV Commercial
Program
Adobe Premiere Pro
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Videographer
Jacob Conda
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Editor
Jacob Conda
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In our TV spot, each drink is strategically placed in a location that conveys its personality.
The Espresso Martini, representing strength, found its place in a sophisticated rooftop night setting, while the social and vibrant Cosmopolitan was envisioned in a lively bar scene. The Blueberry Lemon, evoking joy, was situated in an arcade setting, and the peaceful Pineapple Hibiscus was showcased in a sunset scene.
Post-production techniques, like spinning, allow for seamless transitions and the commercial uses the instrumental from Sanctuary by Joji, with lyrics that emphasize the emotional impact of the story.
The voiceover narrates the stages of falling in love, creating an emotional connection with the audience, inviting them to explore and savor the diverse experiences offered by Loverboy.
Five Instagram Advertisements
Programs
Adobe Photoshop
Adobe Illustrator
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Photographer
Jacob Conda
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Designers
Noelle Clark, Chloe O'Hallaron
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Copywriters
Noelle Clark, Amanda Hampton,
Chloe O'Hallaron
Our team chose to use Instagram as an advertising platform for Loverboy because it aligns with our target and offers a variety of advertising options.
Recognizing Instagram's advertising versatility, we utilized the platform's various formats including a post, a carousel, a story, an interactive filter, and a reel.
Our visually creative approach features a
high-quality photoshoot of the product inside a disco ball for the post, a carousel highlighting the Cosmopolitan cocktail with accompanying nightclub vibes, a story with flirty banter for the copy, an interactive flavor-filter, and a romantic reel set to the popular song Take My Breath Away, recently featured in Top Gun: Maverick.
Five Instagram Threads
Program
Canva
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Content Creators
Noelle Clark, Chloe O'Hallaron
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Copywriters
Noelle Clark, Amanda Hampton,
Chloe O'Hallaron
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Meta’s Threads, introduced as an alternative to Twitter in early 2023, has quickly gained popularity, attracting over 100 million users migrating from Instagram and Facebook.
Described as the "Instagram of text-based conversations," Threads has the potential to become a leading social media platform, especially given its similarity Twitter, which has seen a decline post-rebrand.
Leveraging the new platform, Loverboy's Thread captions focus on the emotions associated with the product, transforming mundane activities into exciting experiences.
Brand colors enhance the plain text and engaging introductions and strong calls to action maintain the playful, fun tone of the campaign.
Transit Advertisement
Programs
Adobe Photoshop
Adobe Illustrator
Photographer
Jacob Conda
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Designer
Nick Lau​
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Copywriter
Chloe O'Hallaron
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By strategically placing our transit advertisement at a bus stop, our team's goal was to maximize exposure and capture the attention of our target, extending visibility to bus commuters and pedestrians in urban areas.
The content focuses on the urban experience, as it depicts the relatable scenario of getting home from work, preparing a meal, and enjoying an evening in at home.
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The ad's playful copy ties in with the flavor of the product, Mango Peach, which is infused with chili flakes.
By carefully considering each design element, from color choices to textual nuances, our transit advertisement establishes a memorable association with the brand.
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Billboard Advertisement
Programs
Adobe Photoshop
Adobe Illustrator
Photographer
Jacob Conda
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Designer
Nick Lau
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Copywriter
Nick Lau
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In conceptualizing our billboard ad, the team chose the central theme of self-care to resonate with members of our target audience who are seeking ways to enhance a different kind of love: self-love.
The visual features the product in a spa scene and uses pastel yellow and purple to maximize readability.
The design's copy ensures easy understanding of the message, encouraging viewers to consider Loverboy as a refreshing addition to their self-care routine.
Viral Video
Program
TikTok
Designer
Jacob Conda
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In the world of TikTok, attention spans are fleeting – so, we chose to use a popular trend to advertise our product.
We styled our TikTok in an “attack” style with a CapCut template from the movie Diary of a Wimpy Kid which features a buildup of terrible singing and ends with the main character singing in an angelic voice.
The awful singing was voiced over competitors’ drinks, and talented singing voiced over Loverboy’s spot on the grocery store shelf. The companies we attacked are Loverboy's main competitors.
The template has over 600 thousand uses and receives significant engagement on TikTok. The build up engages users who are waiting to see what drink comes out on top of the others.
Guerilla Marketing
Programs
Adobe Photoshop
Adobe Illustrator
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Designer
Jacob Conda
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Guerrilla Marketing is all about being creative without spending too much money.
Our team developed an idea for a
medium-sized tent that serves as a mobile bar serving exclusively Loverboy. We call it Club Loverboy.
The Club is a traveling pop up bar that tours Los Angeles, Miami, New York, and Virginia Beach. We chose these cities because they align with our target.
The tent is inspired by the Loverboy Spritz collection, showcasing the pastel colors and branding that reflects Loverboy's image.
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Branded Product Placement
Programs
Adobe Photoshop
Canva
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Designers
Jacob Conda, Chloe O'Hallaron​
To strategically reach our target, the team placed Loverboy into an episode of the popular sitcom, New Girl.
The show, set in downtown Los Angeles, revolves around the friendships of four single roommates in our target age range.
We chose to integrate the product, both visually and verbally, into scenes featuring the show's fictional drinking game, True American.
