Dior Project

8/2/2019 Dior Project

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MCM 454: Final CreativeProjectBahareh KeshavarzFerdos Karimian

Walaa Yassin

Professor MohammadIbahrine


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Situation AnalysisBrief History

New Look Campaign 2009

Dior Addict Campaign 2010

Recommended Campaignfor ME

Communication Brief


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The History of

DiorThe brand was established in 1946The first cosmetics line started in1980s

Dior has many boutiques in:

US, Europe and the Middle East

The first Dior ad for cosmetics, 1987


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The History of

DiorDiors distinct brand identity

FashionableFabulousness

Dior relies on CentrallyConceived Campaigns


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Dior Ad

Campaigns

Dior.wmv


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New Look Campaign

Spring 2009Dior launched its New Lookcampaign for cosmetics in Europeand Middle East.

The campaign tried to createassociations between beauty and Diorproducts

successful in Europe, US and also theMiddle East

Global ads with standardized

advertising strategy


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New Look Campaign

Spring 2009Same ads in Europe, US and ME

Standardized approach


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Dior Addict Campaign

Spring 2010New cosmetics and fragrance lineCreating positive associations betweenaddiction and glamour

Dior Addict main Headline and slogan

Standardized advertising strategyCore Market: Europe


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Dior Addict Controversy

Semi periphery Market: US

Campaign criticized by an advocacyorganization called, Detroits Drugs andAlcohol Recovery Org

Counter Campaign, Addiction is NotFashionable


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The White House Office of National Drug

Control Policy disapproved thecampaign

Dior ignored the controversy at firstRecently decided to modify thecampaign in US


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Highly standardized campaign

does not always communicate thesame meaning in differentcultures.

Controversial verbal connotationled to failure in US


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Recommended Campaign

for MELocalizing the Global Dior Addict

Considering:

Dual Coding TheoryVerbal connotations (Language)Visual connotations (Sexual

imagery)


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for MEIn Love with DiorTranslated into 2 languagesArabic and Persian

Using Arab celebrities instead ofEuropean or Americans

Haifa WahbeConsidering Middle Easts differentperception of beauty


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for MEIn Love with DiorTEARS ModelCelebrity and audience match upCelebrity and product match up

Credibility

Attractiveness Likability

Trustworthiness Expertise

Similarity


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for MEIn Love with Dior

Concept of Beauty in UAECollectivist Culture

Affective message Strategy


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Association Map


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Thankyou

Dior Project

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