Make A Name For Both Of Us
Why should you spend your time on this brief?
- It’s feel good... our drinks are tasty, healthy and based on previous YCN awards they should get the creative juices flowing a little faster than most.
- We’re up for a challenge... even though our business is growing quickly, we aren’t afraid of change and taking risks.
- We’ll make it real... finally and most importantly, if your idea is good enough we’ll use it. That’s what happened to Debbie Hulme’s Feel Good gnome animation which became an E4 campaign. A YCN winning idea will also feature prominently in our 2013 brand plans.
The creative challenge is detailed below, so if you want to make a name for yourself and create a CV which is second to none, then read on!
A Little Bit About Us
We are a relatively small, privately owned company which makes tasty, healthy drinks. The business was started by Dave, Chris and Steve in 2002 with a range of 3 juice drinks in 375ml glass bottles. We now offer 5 ranges including Feel Good Kids, Feel Good still & sparkling juices, Feel Good non alcoholic cocktails and Feel Good vitamin waters.
The “golden rules” we stuck to since the start of the business are that we only use 100% natural ingredients and never add sugar to our drinks. One major challenge we have is that consumers aren’t aware that almost all of the supposedly healthy drinks have lots of added sugar or artificial ingredients.
As the name suggests, our brand is all about making people feel good. We keep things simple and quite light hearted, after all we’re not rocket scientists we just make tasty, healthy drinks. We do try to do our bit and have a Feelgoodness Days volunteering scheme for our team, along with our weekly Feel Good Fridays and our Feel Good Fund for good causes.
The Challenge
Because we love seeing new ideas we’ve given 2 briefs below. Brief #1 is focused on pack design. Brief #2 has a broader scope with the challenge of raising brand awareness. So let your creative taste buds be tickled and take your pick (if you’re feeling very industrious, we won’t stop you doing both!)
Brief #2 - Make the nation Feel Good
The biggest opportunity in our business is to raise awareness of our brand. We know that when someone tries one of our drinks, they’ll give it a big thumbs up. The trouble is, currently only 2 out of 5 of our target market are aware of Feel Good Drinks when shown a picture of our bottle.
That’s where you come in! We are looking for creative ideas for a national communication campaign to raise awareness of Feel Good Drinks. We need you to think big - we want to see ideas that stop people in their tracks and make them feel good, an ear to ear grin kind of good.
The communication objectives are really simple: people need to know our brand name, what our drinks look like and that our drinks are choc-full of tasty goodness. We want the communication to be unique, memorable and very feel good. We’re up against some soft drinks giants with very big pockets, so be brave, be cheeky if you want, but above all be noticed!
Creative Requirements
Brief #2 we have a completely open mind as to which communication channels we use for the national campaign. We like outdoor advertising because it can be confident and impactful, TV has also worked well for us in the past. We’re big fans of digital, our Facebook and Twitter family is growing quickly and provides the opportunity to spread our message virally. Whether an idea works across a number of media channels will be one of the judgement criteria, so get stretching!
Feel free to incorporate the Feel Good Drinks logo and images of our bottles into your work where appropriate. For the communication campaign we’d like you to focus on our small bottle still and sparkling juice drinks. Images of these can be found in the project pack.
Target Audience
16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk. They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.
Tone of voice
PMA people - you can’t call yourself Feel Good Drinks and be miserable! The message should always be friendly, fun, and just a little bit cheeky. Please don’t get all serious on us now. It’s about talking to people on their level, making a connection and making them smile.
Additional Information
Read all about us at our site and stay up to date with what we’re doing by becoming a Facebook fan or a Twitter follower.
And remember, Drink Good….Feel Good!
Feel Good Drinks is keen to support young, creative talent and will be actively looking to develop ideas submitted for this brief. If your idea is chosen to be developed and implemented as part of Feel Good Drinks’ marketing plans, as well as seeing your work come to life and the publicity that will come from this, you’ll be given full credit for your idea and will also receive £1000.
Deliverables, Artwork and Additional Information
Any additional supporting information referenced in the brief can be found in the supporting project pack.
QUESTIONS:
Why have you chosen to do it?
This brief was the most interesting for me, when reading the description it sounded broad in terms of what final design I could make. I am within the target audience age boundary which will make it easier for primary research and allows me to consider design that would catch my eye for this type of product. There is a lot of emphasis on 'feeling good' and being playful and friendly within the design, this is something that appeals to me, I want to create something that portrays this kind of mood. Also the product is something I like and so will make it easier to appeal to people if I feel I'm being genuine.
What do you want to get out of it?
I want to create a successful campaign for the company, something that will raise brand awareness and help to cause excitement and interest around the product, I want to hopefully make my work look more professional as this is a live brief and hope to improve my designs for something that could possibly be used professionally and hopefully improve my portfolio.
What do you want to make?
I want to create a brand awareness campaign, I have a few ideas for what I could create, either a series of pop up leaflets that are distributed in places where the target audience would be, this plays on the whole 'playful, colourful' aspect of the brief requirements, however, I need to stay clear of making them look too childish as the target audience is 16-34, I need to create a leaflet that is eye catching and highlights the areas the brief asked, without appealing to a younger audience. Another idea was to create some kind of 3D poster or using paper in a creative way to look at designing a campaign thats something more than just 2D posters.
Why do you want to enter it?
I feel like this brief appealed to me, the product and general nature of the campaign is something I find interesting and would like to try and broaden the appeal to a wider audience. I feel like I could design something fitting for the brief.
This brief was the most interesting for me, when reading the description it sounded broad in terms of what final design I could make. I am within the target audience age boundary which will make it easier for primary research and allows me to consider design that would catch my eye for this type of product. There is a lot of emphasis on 'feeling good' and being playful and friendly within the design, this is something that appeals to me, I want to create something that portrays this kind of mood. Also the product is something I like and so will make it easier to appeal to people if I feel I'm being genuine.
What do you want to get out of it?
I want to create a successful campaign for the company, something that will raise brand awareness and help to cause excitement and interest around the product, I want to hopefully make my work look more professional as this is a live brief and hope to improve my designs for something that could possibly be used professionally and hopefully improve my portfolio.
What do you want to make?
I want to create a brand awareness campaign, I have a few ideas for what I could create, either a series of pop up leaflets that are distributed in places where the target audience would be, this plays on the whole 'playful, colourful' aspect of the brief requirements, however, I need to stay clear of making them look too childish as the target audience is 16-34, I need to create a leaflet that is eye catching and highlights the areas the brief asked, without appealing to a younger audience. Another idea was to create some kind of 3D poster or using paper in a creative way to look at designing a campaign thats something more than just 2D posters.
Why do you want to enter it?
I feel like this brief appealed to me, the product and general nature of the campaign is something I find interesting and would like to try and broaden the appeal to a wider audience. I feel like I could design something fitting for the brief.
What is the problem?
The biggest opportunity in our business is to raise awareness of our brand. We know that when someone tries one of our drinks, they’ll give it a big thumbs up. The trouble is, currently only 2 out of 5 of our target market are aware of Feel Good Drinks when shown a picture of our bottle. The companies brand is not well known enough, the idea is to raise brand awareness.
What do they want you to do about it?
CREATE BRAND AWARENESS - The communication objectives are really simple: people need to know our brand name, what our drinks look like and that our drinks are choc-full of tasty goodness. We want the communication to be unique, memorable and very feel good. We’re up against some soft drinks giants with very big pockets, so be brave, be cheeky if you want, but above all be noticed!
What is it trying to achieve?
It is trying to appeal more successfully to the target audience, to make its brand more well known.
What are the 10 most important words in the brief?
Feel-Good, healthy, light hearted, brand awareness, friendly, fun, 16-34, smile, up beat, tasty.
What is the message?
1. People need to be aware of this brand
2. 16-34 year olds need to be engaged and purchase this brand
3. These drinks are healthy and tasty
4. 100% natural ingredients and never add sugar to our drinks
5. Feel good
Who is the audience?
1.16-34 year olds
2. Post graduates
3. People who are willing to spend more for quality
4. Fruit/smoothie lovers
5. Healthy, active young people
What is the context?
1. Cafes
2. Coffe shops
3. Supermarkets
4. Workplace
5. The gym
What products are associated with it?
1. Fruit
2. Glass bottles
3. Juice
What do you have to do? (IDENTIFY)
I have to create a successful advertising campaign that raises the brand identity of Feel Good Drinks. I have to make the brand more well known to the target audience and encourage people to try this healthy and tasty drink.
What do you need to do? (UNDERSTAND)
I need to create a campaign that will appeal to the target audience but still be considered playful and light hearted. I need to include an image of there bottles on however I choose to display the campaign and make it appealing and well known.
What can you do? (DEFINE)
I can work on a campaign that draws attention to this brand and possibly do some re branding for the packaging
What could you do? (EVALUATE)
I could create a campaign that gives a whole new feel to the brand, something different that can raise awareness of these drinks.
What hasn't been done before? (INNOVATIVE)
I've seen quite a few poster campaigns, I think doing something in 3D would be interesting as an idea, or something to do with folding paper creatively.
What do I need to fulfil the brief?
- Effective communication
- Appealing and eye catching designs
- Meeting the requirements of the brief
- Fresh ideas
- Understanding the audience
- Meeting the deadline
- Perfect presentation
- Suitable format
- Informed decisions
- Professional finish
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