1. MCM 454: Final Creative Project BaharehKeshavarz FerdosKarimian WalaaYassin Professor Mohammad Ibahrine

2. Situation Analysis Brief History New Look Campaign 2009 Dior Addict Campaign 2010 Recommended Campaign for ME Communication Brief

3. The History of Dior The brand was established in 1946 The first cosmetics line started in 1980s Dior has many boutiques in: US, Europe and the Middle East The first Dior ad for cosmetics, 1987

4. The History of Dior Dior’s distinct brand identity “Fashionable Fabulousness” Dior relies on Centrally Conceived Campaigns

5. Dior Ad Campaigns

6. “New Look” Campaign Spring 2009 Dior launched its “New Look” campaign for cosmetics in Europe and Middle East. The campaign tried to create associations between beauty and Dior products successful in Europe, US and also the Middle East Global ads with standardized advertising strategy

7. “New Look” Campaign Spring 2009 Same ads in Europe, US and ME Standardized approach

8. “Dior Addict ”Campaign Spring 2010 New cosmetics and fragrance line Creating positive associations between addiction and glamour “Dior Addict” main Headline and slogan Standardized advertising strategy Core Market: Europe

9. “Dior Addict ”Controversy Semi periphery Market: US Campaign criticized by an advocacy organization called, “Detroit’s Drugs and Alcohol Recovery Org Counter Campaign, “Addiction is Not Fashionable”

10. “Dior Addict ”Controversy The White House Office of National Drug Control Policy disapproved the campaign Dior ignored the controversy at first Recently decided to modify the campaign in US

11. “Dior Addict ”Controversy Highly standardized campaign does not always communicate the same meaning in different cultures. Controversial verbal connotation led to failure in US

12. Recommended Campaign for ME Localizing the Global “Dior Addict” Considering: Dual Coding Theory Verbal connotations (Language) Visual connotations (Sexual imagery)

14. Recommended Campaign for ME “In Love with Dior” TEARS Model Celebrity and audience match up Celebrity and product match up Credibility Attractiveness Likability Similarity Trustworthiness Expertise

15. Recommended Campaign for ME “In Love with Dior” Concept of Beauty in UAE Collectivist Culture Affective message Strategy

16. Consumer insights Dior products fit into the Esteem section Women in UAE, considering cosmetics with direct impact on beauty and glamour

17. Association Map

20. Thank you