BEAUTY COMES IN MANY FLAVOURS
Every brand comes with their own flair and flavor of expression. Appealing to their every sense can often be difficult when their first point of interaction is through a screen on social media.
Create content experiences in support of iCool’s sponsorship of Miss Universe Jamaica. Highlight the product range while keeping true to a brand voice that celebrates youth, playfulness and living your best life.
LIKE. COMMENT. SHARE
When iCool originally introduced itself to the market, their first step was to partner with other organizations which uphold the values of the brand (sexy, youthful, full of vibes) as well as the values of the parent company, Lasco (passion, excellence, innovation). The team at Lasco partnered with me to build a campaign which visualizes the brand in a way consumers will appreciate and inevitably align themselves with. Each contestant in the pageant was assigned different colours, along with fruits which carry the spirit of the flavour they represented such as Team Passion Fruit, Team Grape etc.
VOTE FOR YOUR FAVE
The strength in a good campaign comes from how many ways you can utilize the content produced to your own advantage. The photoshoot was combined with digital animation videos as well as exclusive behind the scenes content which extended the lifespan of the campaign without significantly increasing the budget. The Miss Universe Jamaica photoshoot was also used as a medium through which fans could join in on the fun in voting for their favourite contestant. Followers flocked to the iCool social media page to vote on their favourite which allowed contestants to win special prizes at the main event, thereby connecting the consumers online to the real world of iCool.