INGLOT

The Brief: Launch a new franchise.

Assignment: As part of the ROCS re-branding brief, the team was asked to study the options of diversifying the groups business into retail. Following a number of studies and meetings the team identified the brand and location for opening the first of a series of franchise concepts around Malta.

Strategy: With Rachels Vella TV personality, the team decided to launch a campaign to promote the use of make up by local celebrities. The campaign was launched in time before Christmas 2007. This helped increase momentum through Christmas sales, and with a national advertising campaign it automatically reinforced the ROCS brand even if the ROCS Retail logo was not used. Contrary to ROCS Group re-branding, which adverts were not associated to any local members, for Inglot the team decided to use Rachel Vella’s popularity. The advertising campaign included TV, Radio, Street pole advertising, Magazines, Events, point of sale and merchandise.