‘Feel Good’ Final Advert Idea.

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 U.K. being placed in different cities where people can participate in the fun.

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.

'Feel Good': Ideas Wall

We have now started to think of potential adverts. We gathered around a blank wall then sketched whatever ideas came to us and added them to the wall.

We then selected a few of our favorite ideas that we felt we could work on a little more or help generate new ideas. 

 Some of our ideas....

'All you need is  Feel Good'. Person pictured with a bottle of 'Feel Good' having a happy life. shows the joy it brings.

An apple on a date with water having fun when a bottle comes out of nowhere and squashes them together inside. This creates the juice in the bottle. 'Capture those Feel Good moments'.

'Feel Good Fridays'. This ad would show an office situation where the workers are drained of energy. A 'Feel Good' drinks trolly passes by a desk hands a drink to an employee. After he drinks it his grey face changes he now looks energised. The whole office is now buzzing. 'Thank Goodness for Feel Good Fridays'.

We were still thinking of staying with the cartoon style that 'Feel Good' already has as they do want it to be cheeky and fun. However we think that it shouldn't be as cute as it is at the moment as this seems to be aimed at much younger people than their target audience.

Hmm... still more work to be done I feel. Group meeting later so hopefully some more ideas will emerge.

What makes you Feel Good?

As a group we did a quick brainstorm on what makes us feel good then what makes us feel bad. We did this in the hope that it would help us come up with some good advert ideas. It did in fact loosen us up a bit before we began on our ideas wall.

                                     

Family, friends good food, t.v and home comforts were the main thinks that make us smile.

 Surprisingly thinking up things that make us unhappy was more difficult. Bad drivers, annoying people, spiders were a few of these.

‘Feel Good’ …Research.

Meeting up with my group again we decided to do some more research.

Questionnaires were made up to give us an idea of the lifestyles of people who drink juices like ‘Feel Good’.  We asked their name, age, occupation before asking them; to tell us a few words that describe their lifestyle, what they do to keep healthy, if buying healthy drinks is important to them and which one they buy and why. We also presented them with a sheet of paper that showed the ‘Feel Good’ logo and the logo of its competitors to see what they recognised the most and if they’d ever heard of ‘Feel Good’. The majority of people we asked said they mainly drank water or orange juice if they were being healthy. If they were to drink any other type of drink it would be ‘Innocent’ as they think it’s good for them. A few people had tried ‘Feel Good’ before as it happened to be there when they were buying a drink. However no one bought ‘Feel Good’ on a regular basis even though those who had tried it enjoyed it. I still feel the main problem is that people can’t easily get their hands on a ‘Feel Good’ drink. Something I’m interested to look at next is how other juice companies started, how they managed to get retailers to stock their drinks and become well known to the consumer…

As a group we drew up another perception map this time looking at a drinks price and its quality, high-low. This again showed ‘Feel Good’ in a crowded area.

The ansoff matrix was used to help us identify how the product stands at the moment and where or what opportunities there are for it.

Advertising and Branding Exam Brief.

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. 

24 Hour Brief… Revisited.

The other week I got together with a couple of members from my group to discuss the final advert we designed for the 24 Hour brief. We wanted to look at the problems of the previous advert and find ways to change it for the better.

Notes from group discussion.

The main problem with our last advert was that it was too serious and may have made people panic unnecessarily. We thought that by keeping the same message but making the advert light hearted and funny might solve this.

Our last advert was a poster campaign but as we were brainstorming we came up with ideas that could be made into a television advert. The general idea of the original ad was used again but to make it slightly humorous we decided to show the illness as a cartoon monster that grows as the condition of the man worsens. The viewers will see an x-ray of his chest with the monster squeezing at his heart. The longer he puts off going to the doctors the stronger the monster gets. Instead of having several different men with different symptoms we decided to stay with the one story from the previous advert. His daughter, work colleague, partner notice his pain and will ask him if he’s alright and he will dismiss their comments saying he’s ‘Just unfit/tired’. After his partner asks him she picks up a trash bag, takes it out to the bin while the viewer hears her making an appointment at the local GP for her husband. The final scene is the monster being left in the bin and the wife closing the lid on it. The revised tag line would be “Take Out the Monster… Make an appointment at your local GP for the man in your life.”

Story board.

The advert still targets women emotionally showing that they can help their friend/partner/father by encouraging them to go to the doctor, it shows that they should make the first step even if their partner won’t. Unlike the last ad where the man felt a slight pain and was told to go to the GP this ad shows the condition worsening before he goes to the doctor. Therefore this hopefully sends the message not to panic but if a problem persists get him to the doctor. 

24 Hour Brief.

As a group we were asked to create an advertising campaign to encourage young adult males to visit their GPs through targeting women.

The majority of men tend to ignore symptoms that could potentially lead to a serious illness. “Taking risks and thinking nothing will happen is seen as being part of the parcel of being a man.” The advert should address this problem and make men go to their doctor before it’s too late.

Before we started sketching and discussing ideas we decided it would be valuable to spend the first hour doing research. Our team leader split us into groups, each group focusing on a different task.

 Background Research was carried out by looking into articles about men’s health, gathering statistics on the subject and finding current or past adverts that related to the issue.

 Brainstorming was used to generate ideas about ‘the risks men take in their daily lives’ and ‘how women look at the subject of men’s health’.

Two groups went out on the street; one with a questionnaire to ask couples about their relationship. Another to find out what stage of an illness a man would go to the doctor.

After the research was gathered we re-grouped to discuss our findings. Ideas were then sketched and pinned up. Once the sketching died down we voted for the most popular ideas.  These ideas were worked on for a little longer until we decided it was time to make a decision and choose the final ad.

The advert chosen targets women whilst drawing attention to the fact that men could have an underlying problem yet ignore the symptoms and don’t go to their GP. By highlighting this we are hoping women can make a difference and not brush this issue aside. From our research we found that men tend to wait until the problem is unavoidable. Shockingly one man stated he would not visit his GP even if he found a lump on his testicle! With the encouragement of women perhaps men will not feel that going to the GP is a sign of weakness. Asking couples, siblings and friends about their relationships we discovered how influential women are to men.

The advert created by the team shows a man suffering in some way while the woman brushes  his pain aside saying for example “You just have man flu!” while the tag line reads “Or is it?”. This is to target women emotionally; hopefully they will feel connected, stop and think. It may be something they say to their friend or husband so they will realise they should perhaps look at the situation in a serious way instead. Underneath the tagline there is a short explanation and the NHS24 website for further information. Bus stops, supermarkets, doctor’s waiting rooms or a newspaper would be ideal locations for where this ad should be placed.

Smash.

Last week was all about ‘Smash’. At Wednesdays lecture we were given a booklet of information about the product, this included detail of where it could be bought, its competitors and a SWOT analysis. As a group we were then to create personas using information we would collect the following day. These personas would help us direct our thoughts of possible advertisements, who to aim them at and how to get them interested in the product.

What is a Persona?

A persona is created using peoples personal information. This information is grouped into similar categories to create fictional characters to represent different user groups. Personas can help guide decision making for the product or service. For example what should the website look like?  A persona could be used to show what type of web design would appeal to a particular group.

Example of 'Yahoo' personas. (Details obscured to protect proprietary info.)

Thursday morning we decided to split the group into two teams, team one would head into the town centre and the other to the university campus. Both teams would find out people’s name, age and occupation then ask a couple of questions. The first team would stop people in the city centre and ask them to draw their favourite meal and what makes them happy. The second team asked ‘what’s your favourite meal?’ and ‘if it was a person what would it be like?’

                    

Together we asked a range of people with different ages and backgrounds. Using the information we came up with 3 personas.

Students

Name: Ben Clark

Age: 20

Occupation: Student (Studying Business)

Likes: Sports and socialising with friends. Being on the go.

General Info.: It’s his first time living away from home. At the weekends he sometimes goes home for a visit and to get a home cooked meal. He’s starting to cook for himself and learning each time. Usually doesn’t have much money. He juggles his work, uni and his social life. He’s learning to become more independent.

Retired

Name: Betty Blair.

Age: 70

Occupation: Retired.

Likes: Day time TV. Spending her time with her grandchildren. Bingo.

General Info.: Betty gets tired easily so doesn’t leave the house much. She sees her family once a week and goes to church coffee mornings regularly. She had a pet cat and cares for her elderly husband.

Families

Name: Helen Fields

Age: 32

Occupation: Part time worker at a supermarket.

Likes: Catching up and having a chat with the neighbours. Relaxing when she gets a minute to herself.

General Info.: Helen has 3 young children; a son Jack who’s 8 years old and twins that are 2years old. She works part time at the local supermarket and in between working and looking after the kids she’s studying from home to become a nurse. Her husband works away a lot but is home at the weekends. She’s not got much of a social like and is too busy too spend time on herself.

Using these personas I had a few ideas of possible adverts for the product ‘Smash’.

1. An advert where a student has his/her parents visiting and makes them dinner. Mother says, ‘this is delicious when did you learn to cook?’ The advert then shows how the boy/girl quickly made a proper meal giving the viewer tips on the types of meals that can be made easily and cheaply with smash for example; fishcakes or Sheppard’s pie. The supermarkets can give away recipe cards when someone buys ‘Smash’.

2. An elderly couple sitting down to a meal in their cosy kitchen having bangers and smash. The tag line may be “Classic meals. Even better than you remembered with Smash”

3. This advert would perhaps show a dishevelled looking mother rushing in from work tidying up after the kids then serving up a healthy looking meal in time for her husband returning from work. Children and parents sit happily around the table digging into food and chatting. Tag line could read “If only other things in life were as easy as Smash”.