Our team came up with the idea of a fictional product launch + brand manual and advertising campaign portfolio. I put together the presentation and did the digital design of the products.

1. Product
Launch
August 2014

2. Introduction
Our focus is on women’s overall health and beauty. Just
Girly believes strongly that beauty comes from within. Just
Girly drops are flavored water enhancers that are specially
formulated with nutritious ingredients that promote health
benefits from within. Our target market
- women of any age group and every lifestyle.
We have the potential to expand to beauty and weight loss
products, such as meal replacement shakes, a line of
skincare products, cellulite creams and more.

3. Contributors
Nurkhudah Hepburn Jacqueline Polanco Britney Streeter Krystal Slate
30 year old undergraduate.
Major in fashion merchandising
management. Merchandiser for
Safeway Inc. Hopes to work as
a brands delivery manager for
Victoria’s Secret someday.
28 year old undergraduate
living in Puerto Rico. Major in
Marketing with a concentration
in Social Media Marketing and
a Minor in Communications.
Hopes to own her online
business one day and be seen
as a thought leader.
22 year old living in southern
New Hampshire.
Who works full time as a
customer service representative
at Northeast Delta Dental.
6 short months away from
graduating with her bachelors
in Business Studies
with a focus in Human
Resources Management. Very
excited to learn more and
move onto bigger and better
things in her career!

4. Situation Analysis
Just Girly uses this to analyze our internal and external environment; to understand our capabilities,
customers, and business environment. The situation analysis is an overview of the circumstances we are
facing. It covers a company analysis, competition analysis, and customer analysis.

5. About The Company
Just Girly is not a multi-level marketing company where members have to pay a yearly fee. Just Girly focuses on selling
products that are available to any women out there. We are launching the brand name with vitamin/water enhancer drops
first to test the market. Just Girly drops will be available as an “on-the-shelf” product in pharmacies and grocery stores.
We are the next go-to for women. Stay-at-home moms, working women, fitness enthusiasts. We strive to be the beauty
company that cares about women inside and out. We hope to expand our line to include more skincare and weight loss
products.
Glow, youth, and elasticity. This is why our Just Girl drops has ingredients specially formulated for beauty, mind, and body. It
gives women confidence, energy, and a boost to their skin.

6. Corporate Objectives
• Introduce the product to the market and grow revenue by 15% in each of the first five years.
• Add 1,000 new corporate accounts generating at least $20,000 per account within three years.
• Become the market leader in the US Health Beverage sector by 2015.
• Supply a minimum of 5,000 samples per month.
• Recruit five suitable distribution agents in the target city within 12 months.
• Reduce average distribution costs to less than 5% of gross revenue
• Reduce the order lead time by 15%.

7. SWOT Analysis
STRENGTHS
• Just Girly drops is targeted towards women with
both active and sedentary lifestyles to make them feel
good about themselves.
• Some women prefer a vigorous lifestyle. They like
going to the gym, running, or kickboxing to keep fit.
While others prefer yoga or meditation. Just Girly
drops are specially formulated to fit each lifestyle.
• It promotes a delicious way of flavoring their water and
increase the consumption of it to keep them hydrated
throughout the day.
WEAKNESSES
• Competing with competitors’ ingredients
• Reinventing taste and inventing new flavors
• Finding effective distributive channels and maintaining
vendor/buyer contracts with pharmacies and beauty
stores, such as Sephora or Walgreens.
• Perfecting the image of perception drink.
• Staying ahead of a fast moving industry.

8. SWOT Analysis – cont.
OPPORTUNITIES
• Potential to get a patent for ingredients in Just
Girly drops that competitors are not using.
• Opportunity to co-brand with another company to
grow the product line and develop other products.
• Woman are always looking for the next big thing,
we love anything promoting health and weight loss.
This is a HUGE market!
THREATS
• Can this product stand out from a flooded market
of water enhancers.
• Threats of potential copycat products, if we don’t
have a patent.
• FDA has heavy regulations, startup cost can be
high.
• Breaking into a market can be difficult, competing
with existing “skinnygirl” products.

9. Competitors
DIRECT
Skinny Girl has the same concept as ours except they
lack the beauty and energy aspect of it. Skinny Girl
focus mainly on low calorie products.
INDIRECT
Coca-Cola with Dasani Drops
Kraft Foods with MiO

10. Audience Research – Target Market
Just Girly brand is targeted to women from the millennial generation (born between 1980’s – 2000’s) — a notoriously
inconsistent and hard-to-reach group, particularly in the ultra-competitive beverage enhancing aisle.

11. Audience Research – Buyer Personas
SHAR - BEAUTY
She is:
Shar is a full-time fashion merchandising management
student. She is 24 years old. Lives with her parents and
currently has a boyfriend.
• She wants:
Since she would like to work with models and designers,
she knows how important it is to take care of herself. She
wants to look young and fashionable. Her favorite stores
are Sephora and Victoria’s Secret online or in-store. She
doesn’t mind spending more money on something
special.
• She needs:
She wants to feel appreciated and spoiled. She needs a
product that makes her feel beautiful and that assists her
while going to the gym.
BRITNEY - BODY
• She is:
Britney is a 22 year old women, she is a divorced mother
of a baby girl. She works full time as a customer service
representative and makes around 30-50K a year.
• She wants:
She has a very busy life, so she doesn’t have the time or
budget to go to a gym. She is constantly struggling with
her weight. She barely drinks water, because she can
hardly leave her desk. She is also constantly going to
Safeway to buy food for her and her child.
• She needs:
She needs to drink water to lose weight. She wants to feel
like she found a hidden gem and that she is a part of a
community that makes her feel special. She needs decent
products for her and her family for a very good deal.
JACQUELINE - MIND
• She is:
Jacqueline is a 28 year old woman, married with no kids,
with a yearly income of 70-100K. She is a marketing
manager of an online business.
• She wants:
She practices yoga in her house. She likes to buy
everything online and prefers eating out, rather than
going to a supermarket. She drinks water but she doesn’t
like the flavor.
• She needs:
She needs to drink water to help her lose weight and to
control her anxiety. So she is willing to try water
enhancers to make her water tastes good while she takes
anti-anxiety pills. She needs to be able to buy the drops
online and receive it by mail in her country of residence.

12. Brand
Identity
Manual www.JustGirly.com/BrandManual ● August 2014

13. Introduction
Our brand is who we are. It’s the set of ideas, emotions and associations that comes to mind whenever anyone thinks about
Just Girly. It’s in our advertising, our websites, our mailings, and every communication that comes from us. It also tells our
story and shows how we want to be perceived.
The Just Girly brand is a valuable asset, requiring proper care and management. Consistency and accuracy in the way the
brand is expressed and reproduced will build brand strength and increase brand awareness over time.
Just Girly brand is targeted to women from the millennial generation — a notoriously inconsistent and hard-to-reach
group, particularly in the ultra-competitive beverage enhancing aisle. They are also digital and social natives, so the brand’s
marketing strategy is designed with a heavy emphasis on digital and social channels in order to drive acquisition.

14. Brand Guidelines
The Just Girly brand is a valuable asset, requiring proper care and management. Consistency and
accuracy in the way the brand is expressed and reproduced will build brand strength and increase brand
awareness over time.

15. Brand Promise
Just Girly is looking to redefine the way women see themselves, by celebrating inner life over outer appearance. We want
to empower them to “enhance their life!”, by adding a few water enhancing drops into their water to look, feel and be healthy
from the inside out!

16. Brand Voice
TONE
Our tone is mainly friendly and honest. It can be chic,
down-to-earth, but fun.
Use words shaping how users feel, rather than simply
what they think or know.
Make sure you use everyday girl small-talk.
This tone should be used in all communications
including blogs, articles, website content, social
networks, packaging, and even personal interactions.
EXAMPLES
“Watch out! We’re sending a new offer in your direction.”
“Just Girly adds just the right amount of sweet and
healthy into the good ol’ plain water.”
Embracing colloquial, everyday language helps people
to forge an emotional connection with the text.
Exclamatory remarks such as “woohoo”, “yay” and “woot
woot” convey the feeling of excitement, for example.
Likewise, humor is used when describing difficult or
negative things such as a customer unsubscribing from
our email list: “Bummer! We hate to see you go. Would
you like to take some time to think about it? We can
remind you again in three months.”

17. Logo
The Just Girly logo consists of two components: a symbol and a word mark. Just Girly is two words.
Capitalize the J and the G when written together. Please don’t try to add different components to the logo.
Be sure to use the approved artwork file rather than attempting to re-create our logo.
Approved artwork can be found at www.JustGirly.com/BrandManual

18. Symbol and Word mark
THE DROP WORD MARK

19. Size & Positioning
VERTICAL HORIZONTAL
SIZE 1/8” MINIMUM

20. Logo Color
The Just Girly logo has only one color: Pantone Solid Coated 7709 C. This blue, must be used consistently across all internal
and external communications.
P 7709C
C: 64 M: 10 Y: 19 K: 0 (Print 4-color)
R: 79 G: 179 B: 199 (Broadcast and Web)

21. Background Applications
DARK BACKGROUND LIGHT BACKGROUND

22. Color Palette
The official Just Girly colors are turquoise blue and white. These are the primary colors for use on all JG
products and should be dominant in any and all marketing materials.

23. Primary & Accent Colors
P 7709C
C: 64 M: 10 Y: 19 K: 0
R: 79 G: 179 B: 199
P White
C: 0 M: 0 Y: 0 K: 0
R: 255 G: 255 B: 255
P 11C
C: 0 M: 0 Y: 0 K: 80
R: 88 G: 88 B: 91
PRIMARY ACCENT

24. Secondary Colors
P 527 U
C: 52 M: 71 Y: 0 K: 0
R: 136 G: 98 B: 169
P 212 C
C: 1 M: 79 Y: 0 K: 0
R: 235 G: 93 B: 162
P 1665 U
C: 6 M: 71 Y: 75 K: 0
R: 228 G: 108 B: 75
FLAVORS

25. Typography
Typography also helps to center the Just Girly brand identity and should be used consistently across all
channels. To help ensure that all of our visual communications are consistent, Just Girly uses a main
typeface for logo and one default for marketing and digital materials.

26. Primary & Secondary Typeface
PRIMARY TYPEFACE
Brannboll Fet
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx
Yy Zz
SECONDARY TYPEFACE
Segoe UI
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8
9

27. Brand Packaging
All packaging materials must be best-of-class in order to fulfill our brand promise mission. A warehouse
environment makes packaging more, not less, important. The following provides guidance on packaging
standards. Our brand of water enhancing drops that, using accomplished design and clear differentiation
from competition, successfully competes with more established brands.

28. Bottle Design
The shape of bottle resembles a woman’s figure. We
want a clear message. We built these bottles and
water drops with nutrients in mind that are focused
on women’s overall being.

29. Flavors for Mind
Chromium (moves blood sugar from bloodstream
and turns it into energy)
Vitamin B (improves mood, memory and boosts
energy)
Ginseng (relieves hot flashes, insomnia, and
increases stamina)
Yerba mate (stimulates central nervous system and
reduces stress)
Stevia in The Raw (zero calorie natural sweetener)
Flavor: Mango Sweet Delight

30. Flavors for Body
Green Coffee Bean Extract Svetol (reduce glucose
entering circulation, aids in burning fats, can reduce
body weight because stable blood sugar levels can
manage food cravings)
Green Tea Extract (lowers cholesterol level)
Raspberry Ketones (increases the burning of stored
fat)
Stevia in The Raw (zero calorie natural sweetener)
Flavor: Very Berry Passion

31. Flavors for Beauty
Bilberry Extract (antioxidant properties to protect
skin against free radicals, improves blood
circulation, maintains healthy eyesight)
Coenzyme Q10 (protects skin from sun damage,
boosts skin cell activity, stimulates collagen
production)
Vitamin A (proper skin cell growth and repair,
contains retinoid that helps with wrinkles reduction)
Vitamin C (ascorbic acid produce collagen that aids
in the firming of the skin, keeps skin healthy, and
protects against skin discolorations.)
Flavor: Strawberry Pink Lemonade

32. Disclaimer
*** Statements are not fully evaluated by the Food and Drug Administration. Our products are not intended to cure or prevent
any diseases.

33. Marketing Materials
Marketing materials will be where most people will see the face of Just Girly. It consists of
advertisements, direct-mail pieces, posters, brochures, etc. Everything is designed to work in harmony with
the environmental design of the product and tied together with the brand colors, typefaces and graphic
elements. This will all help reinforce our brand!

34. Photography Style
The photography style of Just Girly should be appropriate to the communication. However, it will usually be characterized
as natural, approachable, chic and fun! It will reflect similarities to our brand voice, sends a message in every photograph that
the Just Girly brand is fun and down-to-earth.

35. Business Forms

36. Other Guidance

37. Legal Advice
Here’s our friendly legal reminder that these graphics are proprietary and protected under intellectual property laws, so
please use them correctly!
Please don’t:
Display these graphics in a way that implies a relationship, affiliation, or endorsement by Just Girly of your product, service,
or business.
Use these graphics as part of your own product, business, or service’s name.
Alter these graphics in any way, or combine them with any other graphics, without written consent from Just Girly.

38. Resources
If you have any questions regarding the correct usage of the Just Girly brand, or if you would like to request artwork files,
please contact:
Just Girly Marketing Department
1234 International St.
Group A, SNHU 29303
T. 505.555.5555
E. creativeservices@justgirly.com

39. Advertising
Campaign
Portfolio August 2014

40. Marketing Strategy
Our targets are digital and social natives, so the brand’s marketing strategy is designed with a heavy
emphasis on digital and social channels in order to drive acquisition.

41. SMART Strategic Objectives
• Increase brand visibility in the US market within age bracket of 18-45 by 20%
• Grow market share from 0% to 25% from August 2014 through to July 2015.
• Introduce our website and generate a conversion rate from 0% to 50% by 2015 measured by Google Analytics.
• Increase the proportion of sales from repeat business to 45% for the summer season.

42. Creative Brief
Jacqueline, Shar, Britney, Krystal (Just Girly)
The project: To launch Just Girly drops that is specially formulated for each woman’s basic needs. Beauty.Body.Mind
We are different from competitors because we are not focusing on our flavors but rather the nutrients itself specially formulated for
skincare, weight loss/health, and mind focus plus energy.
The client: Arden deBrun
The intended audience: Mainly women of all ages, lifestyle, exercise habits, various careers, beauty-oriented individuals.
Students/Athletes/Professionals/Homemakers
Success criteria: We have what the market has not produced. Current water enhancers are merely favors with high sugar content, or
low calories, even zero calories. However, so far none is entirely focused on beauty (skin benefits), or direct weight loss, and even those
energy water enhancers we see on the shelves now are not specially formulated. It boost energy, but it does not have the benefits of
ginseng or chromium, etc like Just Girly Drops have.
Flavors perception: Body (woman’s body) Mind (woman’s upper torso), Body (woman’s silhouette and curves).
Straightforward but attractive design of bottle.
Strategies: Social Media with links to discounts. Magazines such as Cosmopolitan. YouTube videos.

43. Key Message / Tone
“Bring some flair into your water”
For our product launch, our advertising will be a playful, but informative.
Shape of bottle resembles a woman’s figure. We want a clear message. We built these bottles and water drops with nutrients
in mind that are focused on women’s overall being. Not just energy. But mind, weight loss, stabilizes metabolism, and skin
care FROM WITHIN. Our main goal is that we want our target audience to feel that these drops can be part of their daily lives.
Something that will encourage them to drink more water, and not because of the flavor, BUT the benefits in it.

44. Integrated
Marketing
Comm

45. Digital
Communications
We will develop a website to capture traffic and provide a credible platform for providing information
about the product, as well as a Twitter handle to seek out and respond to conversations about Just Girly;
a YouTube channel to promote the launch of our brand; Facebook as the brand hub, where we engage
directly with consumers; an Instagram channel to support our digital strategy. Later in, we can establish new
channels always by first defining the channel’s role and brand voice.

46. Website
MAIN CONCEPT KEY PERFORMANCE INDICATORS
Goal conversion rate
Average order value
Days & Visits to purchase
Visitor loyalty
Task completion date
Share of search

47. Mobile
MAIN CONCEPT KEY PERFORMANCE INDICATORS
Goal conversion rate
Average order value
Days & Visits to purchase
Visitor loyalty
Task completion date
Share of search

48. Youtube
MAIN CONCEPT KEY PERFORMANCE INDICATORS
Engaged Views within Target Demographic
Shares and Share Rate
Coverage, Links and Embeds
Audience Retention
Referrals from Other Videos in Channel
Subscribers

49. Facebook
MAIN CONCEPT KEY PERFORMANCE INDICATORS
Number of fans and followers
Shares and Share Rate
Likes and Shares
Comments
Number of Active Followers
Traffic to website

50. Twitter
MAIN CONCEPT KEY PERFORMANCE INDICATORS
Number of followers
Follower/ following ratio
Retweets
@connects: both @replies and @mentions
Brand mentions
Hashtag mentions
Traffic to website

51. Online Advertising
We will develop online advertising campaigns throughout the web to get instant traffic and conversions.

52. Youtube Ads
KEY PERFORMANCE INDICATORS
Direct response
Lead generation
Social engagement
Profit maximization
Traffic towards website

53. Social Media Ads
KEY PERFORMANCE INDICATORS
Direct response
Lead generation
Social engagement
Profit maximization
Traffic towards website

54. Print
A key advantage of magazines is the potential for high-impact messages. Full-page magazine ads rich with
color and visual imagery can attract attention and enhance the visual presentation of our products.

55. Cosmopolitan Magazine
MAIN CONCEPT KEY PERFORMANCE INDICATORS
Direct response
Lead generation
Social engagement
Return of Investment

56. Broadcast
Our broadcast campaign will be just supportive of our digital communications initiatives.

57. TV / Youtube Commercial

58. Broadcast Media Scripts
"I'm always on the go, but with Just Girly I enhance my life by adding a little flair into my water"

59. Proposed Distribution Outlets

60. Other Ideas

61. Thumbnail Sketches of Ad Concepts

62. Other Copywriting and Art Samples

63. Annotated Bibliography
Food Product Design. Flavored Waters Driving Home Soda Machine Sales . 2014. http://www.foodproductdesign.com/news/2014/03/flavored-waters-driving-home-soda-machine-
sales.aspx
This article is based on the NPD’s National Eating Trends Report and it gives some good insight on how the market is growing. It touched on how the growing demand for
water enhancers and customization of beverages has helped with sales for home soda machines. Interestingly, the two relate because consumers want to have a choice in
customizing their drinks while also having healthy beverage options in their home. NPD’s National Eating Trends service states that the consumption of carbonated beverages
in the home has declined over the past two years and bottled water consumption has gone up. Debra Mednick, executive director of The NPD Group, states that overall
consumption of traditional soda in the home has declined, which gives home soda machine manufacturers and beverage companies an opportunity to offset the trend by
introducing new products that capitalize on consumer’s healthier beverage preferences.
Food Product Design. Water Enhancers Driving Bottled Water Sales. 2013. http://www.foodproductdesign.com/blogs/trending-foods/2014/05/water-enhancers-driving-bottled-
water-sales.aspx
This source includes sales data based on the Bottled water in the US report from Packaged Facts. It explains that water—tap/filtered or bottled—represents 46% of beverage
consumption. It also points out water represents nearly half of all beverages consumed by adults, but not as much by children. The article mentions that carbonated beverage
consumption in the home has declined in the past two years and sales of complementary products such as CO2 carbonators, bottles, mixes and syrups more than doubled
overall. This shows the opportunities for companies to introduce new such product offerings that consumers are after. This consumer preference is due mainly to main driving
sources such as healthy living and the obesity epidemic. Importantly, it states that water enhancers have the potential to make a significant impact on sales of bottled water.

64. Annotated Bibliography
Just-Drinks. Round-Up - NPD: Soft Drink Flavour Enhancers Look Like a Free-For-All in 2014. 2013. http://www.just-drinks.com/analysis/soft-drink-flavour-enhancers-look-like-a-
free-for-all-in-2014_id111901.aspx
This was an informative article that touched on possibilities for companies in entering the water enhancer market. It mentioned how Coca-Cola has launched and planned on
launching multiple water enhancers through a number of their products. For example, they were planning on introducing Dasani Drops. They have also introduced Powerade
Zero drops, which mimic Kraft’s 2012 introduction of MiO Fit and MiO Energy. These products typically target young male consumers into the water enhancer market. The
article also touches on how water enhancers (especially those that promote energy) can substitute morning coffee for some. The article touches on the opportunity for growth
in the water enhancement market, such as certain products with a specific, unique look for the water enhancement bottle and even cocktail mixes.
Kraft Foods. New MiO Fit: Change Your Water Into a Personalized Sports Drink. 2013. http://www.kraftfoodsgroup.com/MediaCenter/country-press-
releases/us/2013/Pages/us_pr_1222013.aspx
This source is a Press Release for MiO Fit’s Super Bowl advertising commercial. It explains how it is a zerio-calorie “customizable sports drink to make Super Bowl debut”. This
new MiO fit is a water enhancer that is now targeting an athletic market. It is enhanced with electrolytes that turn it into a sports drink, which is an additional market for MiO.
The new line is filled with electrolytes, B vitamins and zero calories. The source states that “it gives you what you want after breaking a sweat”. The source also explains how this
MiO Fit commercial will kick off an integrated marketing effort to introduce the new product, including strong digital and social media, PR, sampling, and consumer incentives.
There are two flavors: Arctic Grape and Berry Blast.

65. Annotated Bibliography
NPD Group. Water is the Top Adult Daily Beverage Choice, But Not So Much for Kids and Teens, Reports NPD. 2013. https://www.npd.com/wps/portal/npd/us/news/press-
releases/water-is-the-top-adult-daily-beverage-choice-but-not-so-much-for-kids-and-teens-reports-npd/
This article explains how water is the best choice for a beverage. It focuses on how Michelle Obama is pushing for everyone, including children, to choose water as their choice
of beverage. Facts show that tap/filtered or bottled water is the top beverage at lunch and dinner, closely followed by soft drinks. Findings show that although this is true for
adults, children do not drink as much water as they should. Children usually drink more milk and teenagers usually opt for soft drinks (14% during all teen meals compared to
8% for all individuals). With the push from Michelle Obama and many consumers wanting to be more healthy, water is a great choice. To tie in with Just Girly water enhancers,
water will be a great top choice with a more flavorful and supplemental kick.
Tate & Lyle. "Three insights to food and beverage product success." Beverageworld.com. 2014.
http://www.beverageworld.com/userfiles/documents/TateLyle_Smoothie_Whitepaper.pdf
This source provided insights from Splenda on what to consider when developing liquid water enhancers. It pointed out that it is a relatively new market, first introduced in
2011. Consumers in all markets expect the best, and as a business, they should aim at trying to please them the best that they can. Consumers are demanding products that are
“good for you” but also “good tasting at the same time”. The source states that 90% of people base their purchase decision off of it is good tasting or not. This is where it will
relate to our market for Just Girly water enhancers. Not only will they add delicious taste to ordinary water, but they will also help girls in healthy and beautiful ways. The source
also touches on the challenges of the market, including knowing how to produce a product with enough flavor packed in while keeping it in a solution and knowing which acid
to use to preserve the product.

66. Thank you!
