An integrated marketing communications campaign for Belo collagen anti-aging drink

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Romeo M. Catap, Jr.

Abstract/Summary

The quest for the fountain of youth is still an impossible adventure, but luckily science and beauty companies have introduced products made to make the most visible part of the body that show the early signs of aging-the skin. For decades, we have seen developments in the beauty industry to retain the skin health and youth. Today, we are lucky to have been offered a solution to make skin look young and supple with the use of nutraceuticals.

Nutraceuticals are dietary supplements for skin health, and one of these are help replenish the supply of collagen, which is responsible to keep skin youthful and radiant. Belo company Intelligent Skin Care Inc. (ISCI), under the brand name Belo Nutraceuticals introduced Belo Collagen Drink which is available in powder sachets that can be mixed with any liquids-be it your favorite drink or soup. A daily dose of Belo Collagen Drink promises youthful and glowing skin, and is scientifically proven more effective than using topical collagen creams or serums that is not 100% absorbed by the body.

This marketing campaign aims to communicate these benefits of using collagen in skin health and the advantage of taking in collagen in digestible format. Thus the use of the tagline, Timeless Beauty is Skin Deep , as Belo Collagen Drink works from within giving its users a timeless and beautiful skin.

This 12-month campaign will use different marketing strategies to promote the new messaging, chosen with the consideration of the target market's demographics, psychographics and exposure to different media.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06863; CDTG006863

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

64 leaves ; illustrations (some color) ; 29 cm. ; 1 computer disc ; 4 3/4 in.

Keywords

Belo collagen anti-aging drink; Skin

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