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The Pringles brand is trending towards an older consumer base. Males
aged 16 - 24 years have described the brand as being outdated and
not relevant to their lifestyles. To address this and take advantage of
the opportunity presented by reclaiming this demographic, Pringles
are launching a new sub brand of adventurous flavours called Pringles
Xtreme. A point of sale display and promotional campaign is needed to
launch this brand in to the market.
• Interactive floor standing map of event locations.
unit. • Festival Presence
• iPhone Application • Guerilla Marketing through
consisting of a game, stickers included in cans.
product information, and a
The point of sale display is an interactive standee inspired by
fairground ‘test your strength’ machines. When a button at
Point of sale floor standing unit the base is pressed a cut-out of a can of Pringles shoots up a
thermometer and stops at a random level, representing the heat
of the flavour. This would also automatically occur at random, to
draw interest to the point of sale.
Running alongside the point of sale is a promotional campaign
involving an iPhone game on the same theme as well as an event
presence at festivals and other events relevant to the ‘Xtreme’
brand consisting of a monster truck with brand livery. Stickers can
be found in cans to encourage guerilla marketing in the form of
Screens from the iPhone application game section
consumers sticking them on their belongings or in public places.
Visualisation of the App logo on an iPhone screen. Game Start Screen. Event screen showing brand event presences on a map.
Stickers included in cans for guerilla marketing Monster truck in brand livery for events.
I later went on to construct the FSDU (Floor Standing Display nit) portion
of the project out of corrugated board. I made some changes to the
artwork to make the unit more visually appealing and changed the
moving can feature in to LED lights. Upon pressing a big red illuminated
button the thermometer lights up to a random point. The final display was
exhibited at the Marketing Week Live In-Store Show 2011.
On show at Marketing Week Live 2011 as part of the STI Line stand in the In-Store show.
The final display, fully assembled with artwork
and a full product load up.
Unit structure before artwork
Blank print guide for POS unit
Completed artwork set using a mixture of supplied key visuals
and original graphics.
Group project with Pinar Aydogan & Deema Zainy
Past marketing for Bacardi Flavoured Rums has been focused on the
‘distinctive and intense fruit flavour’ of the products. Bacardi wishes to
create a deeper and more meaningful relationship with its customers,
centred around the concept of flirting. The aim is to drive visibility and
awareness of Bacardi Flavoured Rum.
• A video advertisement • Builds a closer relationship
• Can be used online as with the consumer through
well as on television and in use of a simple narrative
cinemas. with relatable characters.
• Uses the flirting theme
The advert consists of a male on his way to an exclusive nightclub
after being enticed and invited to it by a mysterious Bacardi
symbol appearing on his hand. When inside the club the man
socialises with friends and drinks Bacardi when a woman grabs
his attention, standing out from the crowd. The two meet in the
middle, out of phase to everything surrounding them, where they
hold each other and are transported in to a snowy forest. Finally
they kiss and fly off together in the form of bats and the Bacardi
logo and campaign strapline is displayed.
There is a mysterious and romantic vibe throughout the advert,
with links being drawn between the characters and bats (such as
glowing eyes), even going as far as the transformation in to bats.
The advert draws parallels between bats and bacardi drinkers. It is
mysterious and flirtatious and uses intrigue to hold attention.
Viewable at www.dparish.co.uk/video/bacardi.html
Enrolling in University presents a major life change for young
adults. For the majority of them it is the first time they have
lived away from home and are responsible for looking after
themselves. Many students slip in to bad eating habits and
rarely cook from scratch. A solution is needed that taps in to
student lifestyles to encourage students that cooking from
scratch can be a fun, social and rewarding activity.
• New brand called ‘ForkOff’ • Promotional campaign
Right guys, this is Right guys, this is
what’s left in the what’s left in the • Desktop Application for the • Campus tour
cupboard. cupboard. sharing and finding of meal • Website to facilitate
ideas. downloads of the application
• Online community and and information.
integrated social networking.
The solution is a brand designed to encourage friendly
With the ForkOff Application for Windows and Mac you can
find meal suggestions based what ingredients you have in
cooking competitions and the sharing of meal ideas. The
your cupboard. Never has cooking interesting meals with
friends been so easy. concept steps away from traditional recipes that use specific
What can we make What can we make measurements and instructions to a more experimental,
Share your creations, challenge your friends to ForkOffs and
from that? from that?
rate meal ideas submitted by the community. ForkOff is the
fun, social, improvisational cooking platform. relaxed and improvisational way of cooking in order to make it
appeal more to the target market.
.com .com The application suggests meal ideas to the user based on
what ingredients they store in their virtual cupboard. Users can
submit their own ideas and they can challenge friends to see
whose creation is more popular. There is heavy use of social
networking features to appeal to the target demographic.
Home screen with recommended meal ideas. Friends section with messaging ability to challenge others.
Cupboard for storing ingredients the user has. An example of a meal idea page after the meal has
The ForkOff Website.
The screen for submitting a new meal idea. On submitting a meal idea the user is given the option of sharing it.
Many users with 3G enabled mobile phones want to access the internet
on their phones, however don’t actually do so. The insight that users
only want to use the mobile internet to visit a few core websites on a
regular basis has led to the need for a redesigned and simplified system
to make mobile browsing provide a more desirable user experience.
• New brand called • Poster for promoting the
• Mobile application and
The solution is a mobile phone application which acts as a visual
front end to the mobile Internet. The Droplets name comes from
the idea that mobile users use the internet in a different way to PC
users. Mobile users are after quick bits of information such as their
emails and the latest news. Droplets gives them just the bits they
need without the noise of what they don’t. In essence they get
the droplets of information they want from the ocean that is the
The user chooses from a selection of web sites, which have been
designed especially for mobile viewing, to create a speed dial
menu of their favourite sites. These websites will load up quicker
and be optimised better for mobile devices than ordinary web
sites are. Using the droplets application the user can get to the
information they want as quickly as possible.
Smarties Group project with Sara-Jane Hammond, Julia Kitchenham
Produce a visual exploration of an object or brand,
abstracting the ideas and qualities of it in to a visual piece.
The object chosen is the brand and product ‘Smarties’.
• Video focusing on colour. • Conveys the fun and
• Use of different devices lightheartedness of the
to represent the bright brand.
colours of the Smarties.
The video demonstrates different ways of showing colour
and fun. Footage of people in brightly coloured clothing
rolling a down a hill is interlaced with swirling colours, and
flying coloured balls and water bombs. The focus of the
video is on the colour of the Smarties, a major attribute of
the product and the chosen soundtrack repeats the word
‘colours’, reinforcing this.
There is a youthful attitude of fun and messing around,
however it is aimed at an older market than Smarties
promotional material generally would. The age of the
people in the video, as well as the choice of soundtrack,
locations and ways of showing colour shift away from
the traditional child audience and closer to university
students. The choice to go for live action rather than
animation also makes a dramatic difference.
Viewable at www.dparish.co.uk/video/smarties.html
The university student website known as blackboard is undergoing a
redesign and rebranding as it is going to being expanded to include
all the student services and information in to a single location. The new
student portal will require a new name and visual identity to address
complaints that it is too messy and disorganised in its current state.
• New name ‘The Hub’ • Tabbed sections
• Use of green, matching the • Quick view access to mail
University logo. and announcements on the
• Clean, streamlined look. home page.
• Panelled Layout
The name “The Hub” comes from the idea that the student portal
will act as a central place, a hub, where students can access all
the resources and information available to them. An important
element of the name is that it will also function well in spoken use,
for example a teacher saying that the latest lecture notes have
been uploaded to ‘The Hub’.
The logo for The Hub, along with the website, uses a colour
scheme consisting of tones of green and green gradients. This
closely links the portal as part of the UCA brand. Content on the
site is arranged in boxes to keep the layout of the pages clearly
separated and defined and also to give the site a less cluttered
Login Page Home Page Example Content Page
feel. Navigation through the site comes from a tabbed menu
along the top of every page, with drop down sub-menus to allow
navigation to more specific subsections. The overall idea of the
site is to have a clean, fresh and simple layout to encourage use.
Personal website for online portfolio and CV. Made in Dreamweaver CS5 using
HTML and CSS.
Website for local roofing company. Made in Dreamweaver CS5 using HTML and
CSS and Jquery.