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.