Faded Is Not A Color


WHEN | Fall 2015 - 3 Weeks.
FOR | SCAD Advertising and Copywriting.
WHAT | Promote a product, create print + digital campaign.
ROLE | Copywriter & Graphic Designer.
CONTRIBUTIONS |  Co-ideate and developed hashtag, print ads and social medias post. Created mock-ups, co-ideate video script, and created final video. 


Creative brief

Client: Woolite Darks Laundry Detergent.
Communication opportunity: Print (magazine), hashtag ideas, Facebook (brand page), Instagram, transit.
Target Audience: Men and women around 25-40. Graduated from college, in a medium-high income job. Care about their appearance and can’t afford to dry clean everything.
Current Perception: Most people that buy this product are moms. It’s more expensive than other brands but fits the purpose, maintains dark clothes dark after washing.
Desired Perception: It will make your clothes last longer.
Key Message: Keeps your darks darks.
Insight: It’s the only product on the market that targets specifically dark clothes.
Reasons to believe: No Harsh Chemicals for Longer-Lasting Clothes | Specially formulated to prevent damage to clothing fibers. | Its formula contains an active ingredient that acts as a dye magnet that collects loose particles during the wash cycle- preventing color transfer and fading so dark colors stay dark for longer. | The special formula won't cause fading, shape loss, or fiber damage so your clothes last longer.


#brightsideofdarks     #keepitdark     #brightlydark     #fadedisnotacolor     #lookatthedarkside    
#keepitbrandnew     #nofading     #protectyourdarks     #notricksneeded #darkisyourshade



Instagram posts, individual and carousel.


Facebook Woolite website with individual post and user comments.


2018© Maria Theron  |  All rights reserved, please do not reproduce without consent.