As it’s getting to the end of the semester we have been given our exam brief for the Advertising and Branding module. We were asked to choose one subject out of a selection which included ‘Heinz Salad Cream’, ‘i newspaper’ and ‘Peacocks’. After looking at all the briefs my team and I decided that we would work together on ‘The Feel Good Drinks Company’.
‘The Feel Good Drinks Company’ offered two different briefs; we have gone with brief one. Brief one ‘Make us Famous’ is to create a campaign that makes the brand well know by communicating the brand name, what the drink looks like and that the drinks are full of natural, tasty fruit. It has to be done in a unique, memorable way that makes people laugh. We all agreed on this brief as we thought it seemed like a chance to do a fun advertising campaign with an interesting product.
We started by doing a bit of individual research, then getting together to brain storm the ‘Feel Good’ product and company. Looking at their website and previous adverts we see that they have a childlike cartoon style which we feel is overdone in the healthy fruit drinks sector. Their target audience is 16-34 year olds but it seems their adverts might appeal to a much younger group of people.
Finding a bottle of ‘Feel Good’ is a difficult task unless you go to a large supermarket but even then there are just a few flavours stocked. On a trip into the town centre the product was only found in ‘Costa’.
The taste test… I enjoyed the drink however it wasn’t what I expected. As it’s advertised to be made from real fruit and an advert I watched showed the fruit being squashed into a bottle, I expected it to taste more like a smoothie. It tastes like diluting juice or flavoured water. Maybe exactly what the product is needs to be shown more clearly in its advertising, this may attract those who don’t like smoothies but like a healthy fruit drink.
SWOT Analysis and a Perception Map were then undertaken on the information we had collected. We found its main strength is that it’s a healthy fruit drink that doesn’t contain sugar. Weakness is that not many places stock it. An opportunity could be found in point of sale, having it widely available and in a place customers will notice it. Also they could change their bottle to stand out from competitors as they have similar bottles. A crowded market is what threatens this product.
Our Perception Map was drawn up based on drinks, pricing High- Low, and how healthy it is. The healthy fruit drink market is quite crowded at the moment we need to target the market in a different way from ‘Feel Goods’ competitors to stand out.
What’s Next: more mapping, analysis and surveys.