Brand Persona — Tan Sack
Tan Sack:
Meet Morgan:
Morgan is a 20 year woman who lives in South Carolina. She is currently a student at the University of Alabama and lives in Phi Mu’s sorority house. She is 5’8” and has long bleach blonde hair. She dyes it every 8 weeks and travels to Utah to get her hair done by Hair By Chrissy just like her favorite celebrities do. She only rushed because she saw it on Rush Tok and wanted to gain followers. Once she rushed she became an influencer and allowed her followers to follow her recruitment process on Tik Tok like Hailey and Kailyn. Through this process she gained a good amount of followers but is by no means famous. Morgan uses every social media site known to mankind, SnapChat, Twitter, Instagram, TikTok, BeReal, etc. Morgan takes her BeReal extremely seriously and even found a hack. If she takes her be real picture and it’s not up to par, she clears out the app and retakes it, this does not show the number of retakes it took her. So her obviously staged picture seems completely natural!
Morgan loves watching Tik Toks and staying up with current trends. She goes to Starbucks every morning to get a strawberry acai refresher and egg bites. She drives a white 2020 Mercedes Benz SUV that has the interior lights constantly set on pink. She loves going to the gym, but only to walk on the treadmill and complete the 12.3.30 trend. She enjoys spending time with her friends who she has met through her sorority and loves to go out to parties with other members of Greek life. Morgan is currently single but seeking a boyfriend so she takes her appearance very seriously. She wakes up an extra hour early each morning to apply her makeup, even if she is staying in bed all day. She can’t snapchat her friends without her full face on. Morgan is a Sephora VIB member and shops there often, she purchases her favorite self tanner from there, Loving Tan.
Morgan believes if she is not tan, she is ugly. Therefore she has a strong self tan routine. She exfoliates on Wednesday, Self Tans on Thursday, and is ready for the weekend on Friday. Morgan has white silk sheets which get extremely dirty fast due to her consistent tanning. Since Morgan is trendy she spotted the self tan sack on Tik Tok and purchased it immediately with her dad’s American Express card.
Morgan Loves the self tan sack, and uses it every Thursday night. She has started to tell all of her Sorority sisters about the self tan sack and how amazing it is. She now feels a sense of superiority since she started a trend in her Sorority house.
*Note: This article is a class assignment for BUS 462 — integrated brand promotion and advertising at NCSU Poole College of Management. #ThinkandDo
