Task: Develop a communications strategy and a creative execution. What do you need to submit: A 5 page report which includes:

Page 1: Cover Page (Names, Section)

Page 2: Creative Execution (you are expected to create a poster for Ponds Cold Cream, the task is described in detail below.

Page 3: Discussion of the main insight. (e.g., What is your insight? How did you find it? How does it translates to your big idea? What makes your message creative?)

Page 4: Discussion of the communications strategy and execution. What theories/findings of scientific studies did you rely on when developing and executing the communications strategy? (e.g., source and message factors, what appeal you use, why? Why should it work? the positioning of ad elements).

Page 5: References

Instructions on the Assignment:

Product: Ponds Cold Cream

Its a classic, iconic skin care product that has been used by women all over the world since1907 to remove even the most stubborn make-up and dirt, while nurturing their skin.

Ponds Cold Cream has been around for ages. Therefore has a bit of an old fashioned image.Younger women are not aware of its iconic status and how well it works. You need to change that by making it desirable to young women in their early 30s, who are ignoring it. Infuseyour creativity into Ponds Cold Cream, in a contemporary and fabulous way, so they wontbe able to resist trying it out.

Strategic Challenge:

Find an effective source, message, and appeal to increase the effectiveness of the campaign. Execute it successfully to maximize the attention and persuasiveness.

Creative Challenge:

Create an original, contemporary poster with a tagline that brings to life one of Ponds ColdCream's fabulous benefits, so that young women in their early thirties will learn about thebrand and wont be able to fight the urge to try it out!

Your poster should resonate with women in their early 30s (30-35) who are always looking for the best solution for their skin. They think all beauty products are the same so you need to be creative to capture their attention.

Heritage: Classic and Iconic, women have been using it for 100 years, stand test of time and cannot be easily replaced

Strong yet gentle: Strong in cleaning all the dirt and makeup, gentle in moisturizing and nourishing. These two benefits symbolize the women who use it: strong in the inside and gently on the outside

Cleansing and Nurturing: The product works very well. It deep cleanses, even removes dirt that other products cannot clean and the complexion feels smooth and soft.