The ‘Feel Good’ brief asked us to create a campaign that communicates their brand name, what their drinks look like and that their drinks only contain natural ingredients. The main problem we found with the product is its childlike image. It’s too similar to the other fruit drinks at the moment and it’s too young for the people they are targeting, the 16-34 year olds. As a group we feel that the idea we have come up with fulfils the brief and addresses these problems.
Our advert will still be fun but in a way that appeals to the 16-34 age group. Instead of cartoons we have designed a TV. advert that involves a ‘Feel Good’ fruit machine being placed in a town centre. Passers by will then be seen going to the machine and pressing the feel good button where they will always win (you’re never a loser with ‘Feel Good’). They will receive prizes such as ‘Feel Good’ drinks, balloons, bubbles… The machine is intended to ‘spread the feelgoodness’. A crowd will gather around the machine and it will turn in to a street party of sorts. The final scene of the ad will show the ‘Feel Good’ drink on top of the machine with fresh fruit beside it, the background is blurry with people having a good time. An ideal channel to show the advert would be E4 or Channel 4.
|Storyboard ideas 1|
|Storyboard ideas 2|
The fruit machine will be colourful and will have the ‘Feel Good’ logo on it. The part that spins will link a picture of a piece of fruit, a drop of water and the words no sugar, to show what’s in the drink, this will be the winning combination. Also written on the machine will be ‘100% natural’.
Not only will this be a TV. ad but to raise awareness of the product several machines will travel around the
being placed in different cities where people can participate in the fun. U.K.
The ‘Feel Good’ website will have a similar game on it where players can collect points which can then be turned into vouchers for money off their next ‘Feel Good’ drinks purchase.
Supermarkets will be given displays which will be set up in store for a period of time so that the product stands out to customers. The displays will be in the shape of the machine so that customers recognise it and link it with the TV. ad.
|Sketch of possible supermarket display.|
This campaign is fun in a grown up way which will appeal to the target audience. As it’s not too childlike it won’t be a problem when trying to introduce their new cocktail range. It makes the product known as the adverts will create a buzz and have people talking about it. The message of what’s in the drink comes across through text and pictures in the ad and the drinks bottle is clearly shown. Those who get the chance to play the machine will get to taste the drink. The ‘Feel Good’ brand will be associated with ‘feelgoodness’ hopefully making people want to drink it.