Did you know:
Santa is openly buying brand loyalty from the youngest demographics by delivering annual bribes direct to their homes.
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O
O
X
X
X
O
X
CUPID brand guidelines
Clear strategy to fend off competitive threats from the Easter Bunny and Santa Claus, and help secure Valentine’s Day as the consumer’s materialistic holiday of choice.
Read moreWHY CUPID?
Did you know?
Santa named one of his reindeer ‘Cupid’ - let the audacity of this sink in for a moment.
Legal action for copyright infringement has been launched.
Cup
Stirs up images of warm, satisfying liquids in your hand - ‘My cup of tea’
Id
The part of the mind in which innate instinctive impulses and primary processes are manifest. (seriously!)
Our logo trademark is
simple yet complex, clear
yet confused, alive yet inert,
red yet a slightly different
shade of red.
Mission Statement:
Make money. Spread love, joy and stuff.
Brand values
Did you know:
Santa is attempting to assume control over our proprietary red colour. Christmas trees are green, snow is white and turkey is brown – yet for some reason Christmas chose red as the leading colour of their palette.
Brand promise:
L
Leverage
O
Opportunity
V
Value
E
Exhaustion
Did you know:
Santa is older and even chubbier than Cupid. Furthermore, he combines laziness with animal cruelty in his use of reindeer for private transport.
Cupid uses eco-friendly wings yet we are still not seeing enough goodwill from this.
BRAND PROMISE DELIVERY SYSTEM
Evolution of Cupid’s brand promise delivery system.
Early prototype, lack of accuracy and customer satisfaction, likely the cause of many wars.
Addition of feather fletching greatly increased accuracy, leading to the free love movement.
Huge strides in tip technology created deeper penetration per contact, inadvertently spurring mass Justin Beiber hysteria (sorry about that).
COMING SOON! Cupid recently revealed an exciting new partnership with Nerf. Decrease in effectiveness made acceptable by all those product placement dollars!
BRAND PROMISE DELIVERY POTION
Our patented Love Potion 2.14(TM) delivers an exciting range of symptoms to the target market; mental illness, dizziness, obsession, single-mindedness, sensation of flight*, possessiveness, anxiety, jealousy, boldness, affection, tearfulness and poverty.
* Not to be confused with similar Red Bull claims
Love Potion 2.14 User Specific Accompanying Ingredients:
FOR HER
Low-fat gluten free double-chocolate mousse with vitamin a,b,d,x and o.
FOR HIM
Beer, tequila, beer, tequila, beer, vodka.* * to reduce expenses, ethanol may be substituted.
FOR SANTA
Laxatives.* * Cupid is a friendly organisation that has nothing against Santa or any other competitors.
BRAND AMBASSADOR
Cupid is not a person. Cupid is not a myth.
Cupid is a state of mind (feels very similar to confusion).
Cupid is
Cupid is not
Cherubic
Pudgy
Cheeky
Invalid your privacy
Au naturel
Exposing himself
Armed with love
A terrorist
Brand Ambassador Uniform
A revolutionised gender-neutral concept from the art district of Kazakhstan. Aerodynamic capabilities with strong overtures of the heart motif and a subtle hint of butt-cheek.
COMMUNICATION STRATEGY
The X™ and O© symbols are the most recognisable brand elements in the world. They denote the footer of all Valentine’s related communication.
Ensure 1.42” of white space around all X™ and O© placements.
(not 1.42")
(also not 1.42")
Did you know:
Santa is flagrantly piggy-backing off the value of our ‘xo xo xo’ communication, adjusting it to the barely differentiated ‘ho ho ho’.
X/O Application STRATEGY
Number of X/O’s in various Valentine’s communication.
Girlfriend /
Boyfriend
XOX
Fiancé
XXX
Wife / Husband
XX
Relative
X
XX *
XX *
*(second cousin variant)
Anonymous
XOXOXO
12-14 Year
XOXXXXXXXXOXOXOX XXXOXX XXOXOX XOXOXXOXOXOXO
etc.
Dynamically aligned tactical experiences
Dynamically Aligned Tactical Experiences (DATEs) are a fundamental part of the client-facing Valentine’s experience.
Males are advised to follow these recommendations to aide boy-tocupid (B2C) transformation and to avoid frequent boy-to-bathroom (B2B) actionables.
Acceptable DATE locations
Italian restaurant
Romantic film
Park (picnic conceptualisation)
Unacceptable DATE locations
Fast food restaurant
Splatter film
Pub (break-up actualisation)
MASSIVE MEDIA
We ran extensive focus groups, A/B tests, segmentation studies, exploratory coffee breaks and diverse nap times. Pavel spent hours disguised as a candle in a restaurant to observe romance first hand while Rich and David held staring contests until their eyes watered with inspiration. We then used none of this in finalising these guidelines.
Show some love to Cupid by clicking your favourite social sharing button.
Then let us help your business gain the edge over your Santa by getting in touch with us at hello@massivemedialtd.com.
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