Monday, 12 December 2011
Page Spreads
Photographs taken from all target audience realated magazines and more general newspapers.
Sunday, 11 December 2011
Non Alcholic Cocktail Mixes
http://www.cocktail.uk.com/db/viewAllCocktails.asp?type=4
Non Alcholic cocktail mixers I'll be using to inspire the ideas for the Beautiful Blends Cocktail Calendar.
Non Alcholic cocktail mixers I'll be using to inspire the ideas for the Beautiful Blends Cocktail Calendar.
Saturday, 10 December 2011
5 Golden Rules
Saw this up on Feel Good page, was reading through when I saw the term Beautiful Blends. Could be a good idea to run with my calender idea. Beautiful Blends 2012 with a new drink mix every month.
Change of Images throughout Season
What I was suprised to find whilst doing this was that there wasn't much change in image at all. I guess I was expecting warm toned images throughout summer and cooler images for winter. Maybe this is a thing of the past and now it's just imagery for every month? Seems that way from what I've been looking at.
Calendar Examples
A calendar is a system of organizing days for social, religious, commercial, or administrative purposes. This is done by giving names to periods of time, typically days, weeks, months, and years. The name given to each day is known as a date. Periods in a calendar (such as years and months) are usually, though not necessarily, synchronized with the cycle of the sun or the moon. Many civilizations and societies have devised a calendar, usually derived from other calendars on which they model their systems, suited to their particular needs.
A calendar is also a physical device (often paper). This is the most common usage of the word. Other similar types of calendars can include computerized systems, which can be set to remind the user of upcoming events and appointments.
A calendar can also mean a list of planned events, such as a court calendar.
The English word calendar is derived from the Latin word kalendae, which was the Latin name of the first day of every month.
A calendar is also a physical device (often paper). This is the most common usage of the word. Other similar types of calendars can include computerized systems, which can be set to remind the user of upcoming events and appointments.
A calendar can also mean a list of planned events, such as a court calendar.
The English word calendar is derived from the Latin word kalendae, which was the Latin name of the first day of every month.
Wednesday, 7 December 2011
Coca Cola - Girls | CC Research
Brillant book that leads in possible ideas for ranges and generally looks at the advertising and marketing schemes used by THE biggest and most successful brands in the world.
Ways of Promoting the Brand - Possible Pro' Range
Advertisement space within a relevant magazine in terms of target market. Forms such as page spreads or coupons/give aways to promote people trying the drink.
Calendars for work and home environments would keep the brand in the viewers head all year around. Could include illustration work or drink ideas to suit that particular month.
Serving trays for bars and clubs could be used as a way of placing the brand around a bar for the night life side of the drink?
Coasters to match design of tray?
Poster promotion with a clear and simple message. "Dump the Lumps" taken from Feel Good webpage is strong but I don't want to market a healthy drink along side the word, dump.
Cardboard cutouts for the edge of bars and pubs.
Drinks Carrier for sharing?
Calendars for work and home environments would keep the brand in the viewers head all year around. Could include illustration work or drink ideas to suit that particular month.
Serving trays for bars and clubs could be used as a way of placing the brand around a bar for the night life side of the drink?
Coasters to match design of tray?
Poster promotion with a clear and simple message. "Dump the Lumps" taken from Feel Good webpage is strong but I don't want to market a healthy drink along side the word, dump.
Cardboard cutouts for the edge of bars and pubs.
Drinks Carrier for sharing?
Monday, 5 December 2011
Ideas on the 750ml Bottle
Bigger Bottle for sharing which suggests socialising, getting together with friends and enjoying around the home. Generally drinking the beverage with a focus on togetherness. This concept is generally seen throughout everything with the idea of having fun and entertaining with the drink or product.
More relevantly seen with the coca cola advertising strategy. Sharing the product is seen as an exciting way of socialising with friends that is marketed in such a way that it is seen to be enjoyable all year round, at any occasion.
The main focus that Feel Good are driving is the healthy side of drinks. As a premium drink however is something that's commendable or expected by the user.
More relevantly seen with the coca cola advertising strategy. Sharing the product is seen as an exciting way of socialising with friends that is marketed in such a way that it is seen to be enjoyable all year round, at any occasion.
The main focus that Feel Good are driving is the healthy side of drinks. As a premium drink however is something that's commendable or expected by the user.
J20 Metter to Bix
Clever way of advertising that doesnt directly reflect their product but instread creates a talking point based around the adverts.
Shloer Sprakle Advertising
Bray Leino is the ad agency putting the sparkle into Shloer, rebranding it as the soft drink for grown-up women.
The ‘It’s your Sparkle’ campaign, created by Bray Leino, aims to broaden the appeal of the brand, encouraging women to embrace the idea of ‘sparkling sociability’ and having fun with your favourite people – the key messaging behind all Shloer’s activity in 2006.
Shloer is launching a new television and print ad campaign as part of a £10 million brand investment.
Making its television debut on 16 May, during the second series of ‘Lost’ on Channel 4, the advert will run throughout the summer until 30 August and again in the run-up to Christmas.
Running 800 times on ITV1, Channel 4, Channel 5 and a number of satellite channels, each 10 or 30-second slot has been specifically chosen to maximise Shloer’s exposure to the target age demographic – 25 to 35-year-old women.
The ad is set within a night-time house-party scenario – with three girlfriends having a great time, enjoying Shloer and sharing it with the rest of the guests. The commercial builds up to a big finish as the girls and the rest of the guests, with Shloer acting as the catalyst, dance the night away to a stunning reworking of Cole Porter’s ‘I Get a Kick Out of You’.
Full of ‘sparkling’ moments throughout, the ad ends with a spectacular firework and synchronised swimming finale.
Filmed on location in Palma, Majorca, and directed by Michael Gracey – praised for his inspirational adverts for Marks & Spencer and the creative genius behind videos for Will Young, Charlotte Church and The Sugababes – the advert uses a cast of more than 80 dancers from as far a field as Australia, Spain, Italy and England.
They perform an inspiring dance routine, choreographed by Ashley Wallen, lead choreographer on the movie blockbuster ‘Moulin Rouge’.
‘It’s Your Sparkle’ continues as a theme across nationwide print media to coincide with the timings of the television advert, and will cover a wide range of women’s consumer and trade titles such as Glamour, Cosmopolitan, Company and The Grocer.
The total brand investment for 2006 includes a complete re-packaging of the entire Shloer product portfolio and a PR campaign run by Bray Leino Public Relations.
Mike Coppard, managing director of Shloer, says: “With such a significant financial investment in the brand, this year has already been extremely big for Shloer and it will get even bigger once the advert goes live. We have created a campaign that fits perfectly with Shloer’s products and the target audience, and one which is set to lodge firmly in people’s minds.”
Art director for the advert, Dean Sampson of Bray Leino, says: “This is a great campaign to be involved with and we are extremely proud of it. We embraced the brief from Shloer and really made it sparkle – and both the TV and print ads reflect this.”
Approach
The approach needs to have the angle of promoting the sparkling drink itself in order to inform and promote the ways in which it can be enjoyed in and out of the home. The problem I'm having is that not enough people are well informed about the drink, is it a straight drink, a mixer or something to be enjoyed straight?
The area itself is one of Feel Goods largest sectors and in promoting this, this will hopefully create enough interest and a talking point that will transpire across the whole brand and it's other products.
The challenge of the breif then becomes a little simplified than the current brief. What I'll be aiming to achieve is to find ways of promoting the brand with a clear focus on the possibilities of sparkling jucie drinks within and outside of the home.
Escially for within the home I don't think marketing the brand as an alcholic mixer will do the feel good image any favours so possibly focusing on non alcoholic mixers or maybe even two methods of prmotion, one for the home owner and one for the bars and pubs?
What needs to be clear is the premium side of the drink with a stong reinforcement of the healthy option. Why is this brand better, why am I paying more than other drinks? This is something that I'll be constantly coming back to in finding clearer ways of promoting.
The area itself is one of Feel Goods largest sectors and in promoting this, this will hopefully create enough interest and a talking point that will transpire across the whole brand and it's other products.
The challenge of the breif then becomes a little simplified than the current brief. What I'll be aiming to achieve is to find ways of promoting the brand with a clear focus on the possibilities of sparkling jucie drinks within and outside of the home.
Escially for within the home I don't think marketing the brand as an alcholic mixer will do the feel good image any favours so possibly focusing on non alcoholic mixers or maybe even two methods of prmotion, one for the home owner and one for the bars and pubs?
What needs to be clear is the premium side of the drink with a stong reinforcement of the healthy option. Why is this brand better, why am I paying more than other drinks? This is something that I'll be constantly coming back to in finding clearer ways of promoting.
Feel Good
Feel Good's product range extends from sparkling juice drinks to still and pure juice. The company itself appears to be targetting three main age ranges here with products aimed at kids lunch boxes, dinner drinks and evening socialising.
Within this field Feel Good has two main competitors, Shloer and J20. J20 is a product that is concentrated on the sparkling juice industry and is largely successful within bars and pubs. This is a market that Feel Good is trying to tap into and effectively replace with the angle that they're a much healthier brand in terms of sugar content and quality materials (as mentioned on FG' blog).
The issue that Feel Good are having is that they feel that their marketting is failing them in recieving the awareness that these other brands have. From my expierence working for a well known super market chain in home delivery, the sparkling juice drinks in general are a very low selling product in comparison to your average carbonated drinks such as Coca Cola or Sweppes. The problem is addressing that main issue in terms of the consumer. Is this area of premium drinks a product that can be enjoyed whilst socialising rather than one that can be enjoyed at home?
What I need to address is the current targetted audience and cross reference this with some of my own market research to see if what the company wants to achieve is being achieved. This could be carried out through questionnaires and surveys. Obviously I'm aware my time scales so this will need to be a quick turnaround.
Within this field Feel Good has two main competitors, Shloer and J20. J20 is a product that is concentrated on the sparkling juice industry and is largely successful within bars and pubs. This is a market that Feel Good is trying to tap into and effectively replace with the angle that they're a much healthier brand in terms of sugar content and quality materials (as mentioned on FG' blog).
The issue that Feel Good are having is that they feel that their marketting is failing them in recieving the awareness that these other brands have. From my expierence working for a well known super market chain in home delivery, the sparkling juice drinks in general are a very low selling product in comparison to your average carbonated drinks such as Coca Cola or Sweppes. The problem is addressing that main issue in terms of the consumer. Is this area of premium drinks a product that can be enjoyed whilst socialising rather than one that can be enjoyed at home?
What I need to address is the current targetted audience and cross reference this with some of my own market research to see if what the company wants to achieve is being achieved. This could be carried out through questionnaires and surveys. Obviously I'm aware my time scales so this will need to be a quick turnaround.
Sunday, 4 December 2011
Thursday, 1 December 2011
Channel Rebrand
Arsthanea
Come across these guys before, always excellent work. Inspiring ideas of their channel rebrand.
http://www.arsthanea.com/nfilmhd-tv-channel-rebrand/
Come across these guys before, always excellent work. Inspiring ideas of their channel rebrand.
http://www.arsthanea.com/nfilmhd-tv-channel-rebrand/
Subscribe to:
Posts (Atom)