The Big Idea

To attract my customers "Advertising is used in a free-market system to promote one brand or group over another"( Advertising by Design,Copyright © 2010 by Robin Landa, chapt 1 pg 1) which is what I'm planning to use to promote Garnier over Pantene. To start this I need to use 6 phases to begin my products process:

"Knowledge

Comprehension

Application

Analysis

Synthesis

Evaluation

During Phase 1, we gain knowledge—we gather information. In Phase 2, we comprehend—we grasp the meaning of the material we have gathered, gaining insights. And we apply, making use of the material in new, more immediate contexts. During Phase 3, the traditional conceptual design stage, we analyze, examining our material in search of an idea. And, we synthesize, combining different ideas and influences, bringing parts together to form a new whole. In Phases 4, 5 and 6, we evaluate, considering and scrutinizing in order to judge the value of our ideas, first conceptually, in relation to our initial goals, and then practically, as designed, produced, and implemented."( Advertising by Design,Copyright © 2010 by Robin Landa, chapt 2 pg 1)

this long process helps a lot when it comes to starting to attract and promote products or brands.

I will start a commercial to promote the product and boost its popularity through the audience since "The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand." (Advertising by Design,Copyright © 2010 by Robin Landa, chapt 2 pg 2). I want everyone to say “We saw your commercial tonight!”

( Advertising by Design,Copyright © 2010 by Robin Landa, chapt 1 pg 11)

to get them excited and interested in buying the product since it is one of the most popular ways to attract attention.

After the commercial I would start on creating very interesting colorful ads that has to do with the concept or other interesting ideas that revolve on the slogan and the products use. Since color in ads and the commercials are very alluring to buyers and every person in the world that is one of the big main concepts I would use
as an advantage against my competitors since they are more focused on selling the product instead of adding a
bit of color and playfullness to a make it interesting instead of boring.

I guess a big key in my ideas for more sells and to distinguish it against my competitors would be the design of the bottle and making it playful to fit all ages. "In this phase, the idea is articulated in visual form. Several distinct and targeted options are presented to a client. Therefore, for every project an agency or studio must conceive, design, and present several creative solutions." (Advertising by Design,Copyright © 2010 by Robin Landa, chapt 2 pg 7) Making art out of shampoo is unthinkable and it adds a bit of charm to the product since many of the other competitors don't have that idea of making there products towards every age and person in the world. "The act of creating art—painting, drawing, sculpture, ceramics, collage, photography, any traditional or nontraditional art—activates several parts of the brain, sharpens thinking, provokes the mind's associative network, and increases focus to a point where creative thinking can occur." (Advertising by Design,Copyright © 2010 by Robin Landa, chapt 2 pg 9) Their is 3 steps you must follow when your in the art process:

"Start making Art

Keep Working

Move From Surface To Surface Or Medium To Medium" (Advertising by Design,Copyright © 2010 by Robin Landa, chapt 3 pg 9 )
This will help me focus more on the artistic views of the product and toward what audience it is made for. The playful design of the product will attract kids and will make the parents to choose the product, and since it is made for all ages it will definitely benefit the parent also. Many kids don't like showers so maybe with a bit of playful design and color for the bottle kids will be more willing to want to take a shower since it makes the product seem very fun. The color attracts every person of every age and who doesn't want color on products. Color makes the product shine and look very appealing to every person of all ages. Pantene does not offer a lot of color for their product and it does not look very appealing, it makes it look dull and plain. The bottles design does not attract kids because it is more towards the adults since the product is more adult like, with Herbal Essence we provide every person of every age the ability to use our product because we do not limit it to a specific age group.  I think our product has advantages with all ages with its unique, artistic, colorful bottle design.

"The best adverting works by attracting people to the benefit of a product or service with a story."(Advertising by Design,Copyright © 2010 by Robin Landa, chapt 2 pg 10 )
Herbal Essences wants to put emotions through the product because every person goes through different emotions, each emotion is a different story told that makes memories which is one of our goals creating that unique story to bring out emotion. Using these 7 ideas to create the story to bring out every persons emotion  is what brings the product come to life

"Everyday Experiences

Environments: cities, landscapes, oceanscapes

Emotions

Nonrepresentational patterns, textures, etc.

Rubbings (creating an image by rubbing, as with a soft pencil, over a textured surface placed underneath paper)

Collage

Photomontage" (Advertising by Design,Copyright © 2010 by Robin Landa, chapt 3 pg 10 )

We want to show everyone that we care about how you feel and we don't just care about our product which I think differentiates us from the competitors. Our clients are very important and that of all is one of the hugest and biggest key factors that makes our products be popular among everyone.