THE ASK
Create a limited edition Fragrance line for Hard Rock. Strategize a launch campaign to increase brand awareness for Hard Rock and amplify sale of their new fragrance.
TEAM
This was a group project. I worked as the strategist, copywriter, and I oversaw the whole campaign as an art director. I was also the presenter for pitches.
THE HARD ROCK STORY
Hard Rock is a legacy that celebrates music every day. They commit to delivering:
- AUTHENTICITY
- INDEPENDENCE
Hard Rock’s brand architecture allows it to compete not just as one whole brand, but also on every individual level with various companies. Merchandise acts as a common thread across Hard rock’s cafes, hotels and casinos.
COMPETITOR ANALYSIS
TARGET AUDIENCE
The target audience for Hard Rock are Gen Z and Millennials between the ages of 18 and 32. The
target audience is split into buckets based on songs that resonate with their personalities.
THE MUSIC X SMELL CONNECTION
Why Fragrances work well with Hard Rock?
The connection between music and smell is a deep and scientific one that led to a lot of interesting insights and truths. In the spirit of Hard Rock we bring to light what truly connects us to an emotion, a feeling or a product. A story of the senses and how it can be woven into Hard Rock, creating a kaleidoscope of memories that can enhance the experience.
THE BIG IDEA
INTRODUCING THE HARD ROCK FRAGRANCES
This is a story of diversity, inclusivity and connection. A harmonization of color, music, scent, and feeling. A composition where all is one. The silhouette that holds the antidote to bring you back to a memory or create new, meaningful ones.
A kaleidoscope of legends and icons, artistry and sustainability, passion and culture. Shifting and changing at the turn of a hand, with the same story echoing true: embrace everyone. Hard Rock fragrance sets the stage where music pulses through all things and leaves a lasting impression on your skin and the planet. It is time in a bottle. Where emotions flow freely to the tunes played in the name of humanity, bringing to life the sensations within.
The colors are based on the personalities of the artists. The waves are a flow of the sensations people feel when they hear music. As more artists are added to the series, these fragrances can be expanded into an entire collection. The limited edition fragrances can be bid for on the Hard Rock Website. These premium items will be numbered and authenticated.
The Co-brand is derived from Hard Rocks original logo. It is simple and easily recognizable.
TINDER X HARD ROCK
Hard Rock will Partner with Tinder to create a game where swiping right on your favourite artists will match you to someone with similar taste in music. It will also introduce you to the new line of fragrances and give you a chance to win passes to the launch event.
MERCHANDISE
The merchandise will be made ethically using sustainable materials. The proceeds from the sales will go towards conservation initiatives.
THE LAUNCH
The launch event will take place in Hard Rock Tampa. The entire hotel will be in theme for the event and the fragrances will be a part of all activities at the venue. The entrance will feature an AR Activation where the user can see what the inside of the fragrance would look like, almost like a kaleidoscope of the artists music and personality.
PROMO VIDEO
Team: Shruthi Venkatesh, Tristan Needham, Sami Ladouceur, Prayag Nair, Maitrei Kamdar, Samuela Cheri, Sarah, Hannay Wu, Gracy Liu, Tricia Belk, Mijin Han, Lachelle Robotham, Claire Cronin.
AWARD WINNING PACKAGE DESIGN
I designed a few bottles in the initial stages of the campaign that won the reddot package design award. These were not expanded to be a part of the whole campaign, and are individual pieces that will be limited edition.
Thank you
shruthivee.com 