Spec Piece: Covergirl Lipstick, Full Page Magazine Ad
Client: Covergirl (US cosmetics company).
Product: TrueYou Match Lipstick; an innovative lipstick that matches the wearer’s natural lip color and enhances it, while hydrating the lips. (fake product).
Target Audience: Confident make-up lovers aged 24-40, who like looking their best and enjoy shopping for beauty items.
Tone: Fun, Stylish, Promotional.
Challenge: With so many lipsticks on the market, the challenge is making the consumer want to purchase this specific product over all of the others available.
Solution: My copy is strategized to drive make-up lovers to purchase the lipstick. The heading appeals to the deep benefit of looking and feeling your best natural self.
The subhead makes clear that this is a brand-new cosmetic technology on the market, while the body copy highlights the features that make this product unique.
Spec Piece: Appleberry Farms, Newspaper Ad
Client: Appleberry Farms (fictional frozen produce company).
Product: Simply Healthy Steamed Veggies, a bag of frozen vegetables that turns from white to green when cooked to perfection.
Target Audience: Busy mothers, aged 25–45, who want to feed their school-aged children healthy food.
Tone: Friendly, Promotional, Sincere, Empathetic, Fun.
Challenge: The objective is for mums to cut out the coupon and purchase the product. Since it’s a new product, the challenge is making the reader aware and interested in it enough to try it.
Solution: My copy acknowledges the prospect’s existing desire to provide healthy, tasty food for their family. It focuses on the deep benefit of saving them time that they can then spend with their kids.