Lovecorp is a pharmaceutical company that sells the ultimate consumer product: Love. Experience the LoveCycle through a set of four pills, which takes you through a range of emotional states; the air phase makes you feel independent and blissfully single, then the fire phase induces the unmatched feeling of meeting your first love, the earth phase gives a strong sense of comfort and commitment and finally, the water phase offers the opportunity to endure deep sorrow, a sense of loss and emptiness - for those bored of feeing numb and indifferent.

In today’s society people are using drugs more frequently and willingly than ever before, which is great news for Lovecorp. But what makes some pharmaceutical products more profitable than others? After researching existing companies and their methods of selling drugs we found that the most successful drugs weren’t necessarily the most effective, success was directly linked to marketing. In fact, in the US it is shown that in the pharmaceutical industry, more money is spent on marketing than on research, and for good reason! Who would trust a product if they haven’t even heard of it!? If we want to sell the LoveCycle, we have to let the consumers know it exists. We want them to crave it, desire it, believe they can’t live without it. Critics call it toxic culture, at LoveCorp we like to think of it as spreading the love.

The largest component of our Marketing Campaign in terms of expenditure, is POS material (packaging) and advertising - specifically, four televisions commercials. The LoveCycle caters for a wide range of consumers, but in the preliminary round of advertising we decided to target people aged 18–35 years. Not only do they have the largest disposable income, they are also greatly responsive to trends, innovation and drugs.