For the graded unit of my HNC I was given the following Brief: traditional sweetshop, who are not doing as well as they used to. They want an advertising Campaign to help raise awareness of their market profile “tell everyone how great Glickman’s is”. They need to rebrand to remain competitive. Glickman’s background: The oldest Confectioner store in Glasgow, established in 1903. They are famous for their cough drops and their wide selection of sweets.
Considerations: Try to bring the old traditional Confectionery shop into the 20th Century without losing their quaint charm. Let adults reminisce about the forgotten joy that sweets brought them in their childhood and show their children / grandchildren how wonderful discovering traditional sweets can be.
Marketing homemade traditional confectioner has become very difficult with the twin developments of worldwide mega brands, with their associated glossy packaging and advertising, alongside the movement away from small shops to supermarkets.
Concept: “Reminisce”, Tag line “remember when…” Deliverables: strong brand identity, Logo, signage, packaging (in all its forms), stationary (invoice, sweet bags and receipts), Social Media (Facebook and Instagram), website (Landing page), Trip adviser and Campaign (through bus adverts, tourist information and local advertising E.g. Metro and free newspapers).