CHOOSE 5 BRIEFS FROM YCN AND D&AD: This are the five briefs I have chosen to do
1.DOUWE EGBERTS
Generate excitement about Douwe Egberts coffee, and create a desire for better coffee at home.
Background
Douwe Egberts has been roasting and blending coffee since Egberts Douwes opened his first shop in the Netherlands, in 1753. Since then it’s grown and become the third largest coffee roaster in the world. In countries like the Netherlands, Germany and France, Douwe Egberts ground coffee enjoys a commanding market presence, and in the Netherlands it outsells even Coca-Cola!
Douwe Egberts came to the UK in 1984 with a range of instant coffees and two years later brought it’s ground coffees to market. With its established heritage in Europe and superior quality, Douwe Egberts Ground coffee quickly became the market leader in the UK. Never one to rely on its heritage, Douwe Egberts has been at the forefront of innovation, and created the single serve coffee segment with the launch of the Senseo system in 2001.
Over the last 10 years, Douwe Egberts have tried to maintain relevance with consumers, through new products such as the Inspirations range of Instant coffee, and the new-look range of ‘Lifestyle’ ground coffee. In the last year, we have also launched our new brand identity, with the hope of appealing to younger consumers. Most recently we have launched ‘The Flavour Collective’ – a range of three flavoured instant coffees designed to bring variety for coffee lovers and engage younger consumers with instant coffee.
Coffee, and more broadly hot drinks are becoming the territory of older drinkers, and that is particularly true for Douwe Egberts. Our main consumers are 50+ with very few younger people choosing to drink coffee at home.
Background to the Business
For more than 250 years, the company and the Douwe Egberts brand have been synonymous with high quality coffee. This global company is one of the largest dedicated players in the industry, with revenues of €2.6bn for the fiscal year ending in July 2011 and almost 7,500 employees. They are the third largest manufacturer in the world with ambitions to move up to second place through a combination of expansion, innovation and value-added offerings. Their craftsmanship and knowledge of coffee is built on decades of experience and insight into our consumers’ preferences.Background to the Category
Over the past five years, world retail coffee sales have grown year on year by almost 8%, growth has come from every segment within premium coffee sales. The wider availability of high-quality coffee, the fact that most High Streets now have up-market coffee shops and more knowledgeable consumers keen to sample different varieties of coffee are the primary drivers of growth.
The Douwe Egberts Brand in the UK
This brief covers Douwe Egberts coffee in the UK. The brand in the UK has a retail value of £64m. The largest part of the portfolio is Instant coffee valued, followed by Ground coffee and then Single Serve Pods.
The brand in the UK has a mission to ‘Challenge and disrupt the category by building a dynamic brand that consumers love’.
The brand vision is to ‘Inspire and surprise shoppers and consumers to discover and explore the brand’s coffee experiences’.
Brand positioning: Coffee is one of life’s pleasures. Here at Douwe Egberts our master blenders draw on 250 years of experience to bring you the distinguished coffee experience you deserve.
Brand essence: No one knows coffee like we do.
The brand behaviours: Passionate, confident, daring, knowledgeable, expert, optimistic, authentic, warm, trustworthy, engaging, ‘Challenger’, brave, modern traditional, premium, versatile, loyal.
Brand assets: Heritage (250 years of expertise), roasting and blending expertise,the brand name, iconic packaging, master blenders.
The brand acts as a ‘Challenger’ brand, believing ideas are the currency that fund growth, they outsmart rather than outspend. Trying to do more with less is a thought central to the brand’s ‘Challenger’ approach. As the brand isn’t market leader they make sure they make their stamp by being ‘Thought Leader’ in the category.
The Challenge
As the drinks market becomes even bigger, with different kinds of water, energy drinks, fruit teas and infusions, coffee is becoming ever-more sidelined at home, and the coffee shops are picking up that custom. Douwe Egberts coffee has a lot of ‘love’ from people, and a high awareness of the brand name, but people tend to associate it with their parents and grandparents, and the special coffee that gets bought at Christmas. Because of this, the DE brand is seen as old-fashioned, out of touch, and irrelevant to consumers. Whilst our 250 years of heritage are what make us special, it also makes us look old!
We have recently become a pure-play coffee & tea company, DE Masterblenders 1753. This means that now we are totally focussed on creating excellence in every cup of coffee we make. We employ some of the best blenders, roasters and tasters in our business, who live & breathe coffee every day. See the links section to find out more on our website.
The Brief
Develop a creative campaign, new product, new packaging or communications idea for Douwe Egberts in the UK to appeal to younger consumers, to increase their awareness of Douwe Egberts and ideally have a theme that can extend across different media. It needs to present Douwe Egberts as a brand that is contemporary, without losing its heritage and expertise. We know that people in the 18-30 age bracket will happily spend their money in a Starbucks or a Costa, but not drink coffee at home. The challenge in this brief is to find a way of making coffee drunk at home as appealing as coffee drunk in a coffee shop.
Creative Requirements
To get younger people to re-appraise or discover the Douwe Egberts brand. Generate excitement about Douwe Egberts coffee, and create a desire for better coffee at home using any form of communication you feel appropriate. Get younger people talking about Douwe Egberts Coffee in a positive way, and try to shake the ‘old-fashioned’ image, without losing the heritage and expertise.
You can incorporate ‘For the Love of Coffee’ or ‘No-one knows Coffee like we do’ (our taglines) into the piece, but that is not essential. The new brand identity, logo and packs can be found in the project pack.
Target Audience
Coffee Lovers & Coffee Connectors. 25+, demographic classification ABC1, educated, a thirst for knowledge, curious, pursuers of pleasure, like to travel, experimental, foodies, passionate, love life, pay for quality.
Brand Benefits
At Douwe Egberts, we’ve been roasting and blending coffee for over 250 years, which means nobody knows coffee like we do. Every cup of our coffee is expertly blended, roasted and tasted by our Master Blenders to ensure that it’s perfect before it leaves our factory.
Mandatories
The DE logo (red seal + wording) must be used, this is included in the Project Pack. The Brand Guidelines that you’ll find in the Project Pack refer to our corporate logo so please disregard this and just use the relevant information within the guidelines.
The creative/campaign/product must bring a modern/contemporary feel to the brand.
Deliverables, Artwork and Additional Information
Any additional supporting information referenced in the brief can be found in the supporting project pack.
2. THE FEEL GOOD DRINKS COMPANY
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.
3. UK GREETINGS
Design a range of greetings cards
Background
Imagine seeing your card designs on the shelves of Tesco, Sainsbury’s, Waterstones, Paperchase, Clintons and independent card shops, and on window sills across the country.
UK Greetings are the UK’s market leading direct-to-retailer publisher, and manufacturer of greetings cards.
Based in West Yorkshire, we supply to the major supermarkets, high street specialists and independent retailers in the UK and internationally.
UKG have several established sub-brands, each priding itself on delivering something unique, giving UK Greetings a distinctive edge and sound reputation for diverse and eclectic product. More information on these can be found at ukgreetings.co.uk
The Creative Challenge
The greetings card industry is a very competitive market. We are constantly looking for ways to stand out from the crowd, whether this be through an exciting card format, interesting use of finishes (emboss, foil, glitter, varnish, gems, googly eyes, printed card attachments, bespoke attachments, buttons etc), or simply stunning designs that stand out from the competition.
Target Audience
16-34 year olds.
Considerations
Think about the sending situation. Why would you be sending them a card? What is the occasion? Birthday card to a friend or to a family relation? Something to say good luck, get well? Congratulations? You’re getting married? Simply ‘I love you’ or ‘I miss you’?
Who is the recipient? At what stage in their lives are they? Single, married, with children, off to college/university, passing their driving test, losing someone close to them?
Remember who you are targeting. Who is going to be actually buying the card for the recipient? Although you need to design a card that targets the recipient, it’s the person who is buying the card we need to impress and convince.
Also please note: Women buy far more cards than men.
Is the card design-led or copy-led (could be a quote, just a ‘hello’ or a longer message)?
Mandatories
You must design at least 4 cards. These will include:
- Front page designs.
- Designs for the inside of the cards (this may or may not include an insert).
- A range name and logo to be printed on the back page.
- Remember to think about the envelope colour or design.
- Suggested card sizes – 159mm x 159mm, 121mm x 184mm, 137mm x 159mm, 110mm x 210mm but don’t let that restrict you.
- Add 3mm bleed to all artwork supplied.
Preparation
Take a look at what is out there. Visit Paperchase, Clintons, WH Smith and local card shops. A successful range often does something different to what is already out there.
Do some research into what types of cards are being sent to this target group and why.
Deliverables, Artwork and Additional Information
Any additional supporting information referenced in the brief can be found in the supporting project pack.
Brief
Re-envisage the L’Artisan Parfumeur brand for the 21st Century by creating a design solution for a new unisex range of scents.
Creative challenge
Traditional French fragrance houses are steeped in a rich history of style and imagery. L’Artisan Parfumeur wants to break with this convention. Their latest collection is uniquely based around bottled emotions. Your challenge is to showcase this range by breaking the rules of conventional perfume packaging.
There are four scents, each capturing a different human feeling:
Scent a: Passion and desire. Sex and lust. Raw and physical.
Scent b: Perfect, sublime love. An interior emotion.
Scent c: Excitement and fear. Adrenaline, exhilaration and thrill.
Scent d: Elegant and dignified. Stormy yet still.
Re-envisage the L’Artisan Parfumeur brand for the 21st Century
by creating a design solution for a new unisex range of scents.
Background
in 1976 by perfumer-chemist, Jean
Laporte. As the first niche perfumer,
the brand broke the rules in the 70s
by taking inspiration from unexpected
places to create some of the most
intriguing, singular and deeply personal
scents in the world.
Creative Challenge
Traditional French fragrance houses are
steeped in a rich history of style and
imagery. L’Artisan Parfumeur wants to
break with this convention. Their latest
collection is uniquely based around
bottled emotions. Your challenge is to
showcase this range by breaking the
rules of conventional perfume packaging.
• Scent a: Passion and desire. Sex and
lust. Raw and physical.
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Scent b: Perfect, sublime love. Aninterior emotion.
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Scent c: Excitement and fear.Adrenaline, exhilaration and thrill.
-
Scent d: Elegant and dignified. Stormyyet still.Modernising the brand and taking on a more innovative approach to packaging are important next steps for L’Artisan Parfumeur.ConsiderationsYou need to ensure that your design retains the quality, craftsmanship and authenticity that L’Artisan Parfumeur is known for.
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Consider how to balance the look and feel of the range with a variety of emotions.
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How can the packaging evolve L’Artisan Parfumeur’s brand?
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Consider if a range name is needed.
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- How is the perfume dispensed?Step away from traditional perfume packaging or material conventions if you wish.Target AudienceDiscerning shoppers looking for a unique perfume experience. It’s not about age, but about a mindset (unique, exuberant, evocative).Mandatories
The jury is interested in the creative process that led to your final idea. This can be hand sketches or alternative design directions you explored before selecting your final route.
• Show designs for both graphics and structure across the four scents.
• Show pack elements / supporting
materials to bring your idea to life. • Create a name for each fragrance. • Bottle and pack designs for each
of the four scents should be shown as a range and rendered on a white background.
• Show mood boards / inspiration materials for your concept.
Deliverables
Main deliverable: Upload up to eight images showing your solution. Optional supporting material: Physical material (prototypes, mockups, etc.); supporting information (up to 400 characters).
Keep any text on images to a minimum; supporting information can be entered online.
For full format specs and guidance, see ‘Formatting Your Entries’ on the next page. Work in formats other than those outlined will not be accepted.
5. ELLA'S KITCHEN
Background
Ella’s Kitchen is a revolutionary baby and toddler food company that strives to be Good In Every Sense.
- We make great products providing all the nutrition a little one needs.
- We instil healthy eating habits to last a lifetime by engaging kids’ senses through all our products, packaging and communications.
- We give stuff back to our friends, our planet, and our team.
Being highly entrepreneurial and values driven has delivered impressive growth: our products are now available in 12 different markets worldwide, picking up lots of shiny awards along the way. We were the first company to put baby food into pouches and are now regarded as thought leaders in the category – always striving to do things differently with innovation is at the heart of the business.
Ella’s Kitchen has a small team of 45 employees working at Ella’s Barn and we work really closely with a vast network of partners that all play an essential role in helping us succeed. This involves us entrusting our brand to them, and relying on them to deliver our vision into the hands of our consumers. As the company grows, so does this network and we want to ensure they understand our brand and live our values.
Our Brand Values
These are core to our brand and should be reflected in everything we do:
- Genuineness
- Imagination
- Inspiration
This is also reflected in five behavioural style values we’d expect of someone who lives by our brand values:
- Childlike: open, honest, imaginative, trusting, spirited and genuine (i.e. behaving like a toddler).
- Thinking differently: stand out from the crowd, open minded, confident, challenging and inquisitive.
- Good to each other: inclusive, approachable, self-aware, friendly, diverse and kind.
- Want to win: try to be top of the class, focussed, persistent, decisive and never give up.
- Business minded: sustainable, professional, grounded, accountable and knowledgeable.
The Creative Challenge
Design a tool kit to communicate the Ella’s Kitchen brand and its values to all of our current and future stakeholders. By stakeholders we mean anyone who comes into contact with Ella’s Kitchen in a professional capacity.
This includes:
- Production suppliers: raw materials, packaging, logistics.
- Agencies: research, design, consumer communications.
- Customers: retailers, distributors.
- Corporate: IT, legal, insurance.
- Potential employees: applicants who submit CVs.
Creative Requirements
You could think about something simple to share with all our stakeholders like an email or .pdf welcoming them to the Ella’s Kitchen brand, as well as a printed version for initial meetings. But also think about an exciting bundle of items that could be sent to our long-term partners to help them understand and live our brand values on a day-to-day basis: they might be in another part of the world where we can’t meet with them personally on a regular basis.
But of course you’re not limited to anything; we’d love to hear your ideas of how we can communicate our brand values to our stakeholders in any media (posters, magazines, comic strips, audio clips, animated videos, uniform, teracycle product, stationary… etc).
Mandatories
- Represent the Ella’s Kitchen brand.
- Include the values.
- Be adaptable for a range of stakeholders: from partners who we work with daily on an extended contract to companies providing an ad hoc service or individuals who have applied for a job at Ella’s Kitchen.
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