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Communication messages

Further explanation of 'Sell' and 'Brand' messages

Sell lead messages

Brand lead messages

Promotional and pricing

This is the price point of a product or a promotion that is being run on one or more products. Examples include: '1/2 Price on all John Frieda', 'buy 1 get 1 Free', 'Save £5' or simply '£1.99'.

'new'

Where a product is 'new', and has been launched within the last 3 months.

Campaign

Applies to the event theme. A campaign might be Summer, a Skincare event, a TV launch campaign, Christmas or Mother's Day. The campaign might have its own strapline such as 'Bring on the sun' for Summer or may simply wish a 'Happy Christmas'.

Tactical

A short term promotion to attract sales. Message examples: 'Ends this Tuesday' or 'This weekend only!'.

Value

A value message is used to communicate market leading prices or dramatic reductions in price.

Personality

Where we add a fun comment as a message on communications. To add humour to a Valentine's Day campaign, we might say 'Hint Hint!' or, for a hair promotion, 'Glam locks rock!'. Remember to use the Tone of voice guide when thinking about these comments.

Downloads

Introduction

The logos

Tone of voice

Colours

Typography

Promotional and Pricing messages

Icons and roundels

Photography

Message hierarchy and layout

Property

Pharmacy and Health

HR

TV end frames

Sponsorship and concessions

Charity and third party

Web