WRITERKELSEY ELIASON

CunardTHE LUXURY OF ADVENTURE

Despite Cunard’s reputation, it has found it difficult to compete with numerous brands in the luxury ocean travel category.

Solution:Speak to the adventure the audience can experience aboard a Cunard ship using exis-tential copy laced with a little luxury.

There was a day, not so long ago when a ship was the one thing that connected continents. Tackling oceans and parting straights, ships were the shining beacons in the night, even brighter than the stars. There was a time when ships inspired people to explore the world and its abundance of rich culture.

Some ships, we think, have lost their way, forgetting what is real and golden about ocean travel. And some people, it seems, have forgotten what it means to truly explore the world, their lives becoming an endless knot of commitments and obligations.

A voyage is so much more than a means of transportation. It’s about experiencing a culture that is more colorful than your wardrobe. It’s about discovering the perfect place for a spontaneous dance on a starlit beach. It’s about finding the answer to a question you’ve always had. A voyage is about discovering who you are meant to be.

Harley-DavidsonMOTORCLOTHES

Even though Harley-Davidson has been producing the best in riding gear for almost 100 years, it has never positioned itself as a clothing and lifestyle brand. As Harley looks to younger target audiences, it needs to establish itself as a style, not just as a provider of functional motorcycle gear.

Solution: Use inspirational copy from the brand’s perspective, siding with women riders so they feel important and not looked over.

YOUR GEAR NEEDS TO FIT LIKE A SECOND SKIN,

WITH ALL THE MILES YOU’RE GONNA PUT ON IT. AND WHILE THE OTHER GUYS ARE

CUTTING CORNERS

SIZE MATTERS.

AND SIZING DOWN MEN’S GEAR,

WE’RE PUTTING IN THE EFFORT TO

BECAUSE NO ONE SHOULD BE SIZED DOWN.

DELIVER THE BEST SIZING, FIGURE-FRIENDLY

SHAPES AND MOST COMFORTABLE FIT.

Bare EscentualsFAUX TAN

Bare Escentuals offers a great sunless tanning line that is good for the skin, but many teenagers opt for the tanning bed solution to pale skin, not knowing FAUX TAN delivers the same tan with less risk.

Solution:Use witty and fun copy about things that cause girls to be pale.

FAUXTAN(better than real)

bobbleFILTERED WATER BOTTLES

Kiehl’s CREME DE CORPS

A well-known luxury brand with a rich history, Creme de Corps now finds it difficult to stand out in the crowded moisturizer category.

Solution:Use clever, conversational headlines that are on the cusp of being better than you to convey the rich quality in a a subtle way.

We are human. We don’t hide from sunshine and adventure. We won’t stay tucked away inside a small, dark room for more than a few ticks on the clock. We live, we breathe, we play. We have felt the thin air at the summit of Mount Hood and the warm wind of a thousand-mile motorcycle tour of the United States. We have been, will be, love being weathered and worn, but never worn down. We feel the constant tug forward in life, not to simply enjoy the ride, but to make it our own. What can hold us back? We are unstoppable.

No, you cannot wire transfer moisturizer.

Creme de CorpsU N S N O B B I S H L Y R I C H C R E M E D E C O R P S . C O M

I apologize, but we don’t insure moisturizer.

Creme de CorpsU N S N O B B I S H L Y R I C H C R E M E D E C O R P S . C O M

Sorry, I can’t accept moisturizer as collateral.

Creme de CorpsU N S N O B B I S H L Y R I C H C R E M E D E C O R P S . C O M