Feel Good Drinks is a drinks company that uses natural ingredients and no added sugar. They want to increase brand awareness and make people feel good. Their campaign will involve drink sampling stalls in shopping centers across the UK. Customers can take a selfie while drinking a Feel Good product and posting it with #FeelGoodOnTheGo for a chance to win a feel good experience prize. Evaluating effectiveness will include comparing sales before and after, and checking if website traffic increases.

1. #FeelGoodOnTheGo
Megan Rhodes, M00392151

2. Understanding the brief:
1.
2.
3.
4.
Increase brand awareness
Make the nation ‘feel good’
Create a buzz
Reach the target market

3. The Research:
The company:
•
•
•
•
•
•
•
•
•
•
‘Feel Good Drinks’ are a drinks company based in East London.
The company was created by 3 executives from popular drinks brand CocaCola
The first Feel Good still drink was made in 2002 and sold in Superdrug
In 2003 they created a new sparkling drinks range
In 2005 they made £1 million buy selling an alternative drink to Shloer
They gained over 20,00 customers in 2008
In 2011 they created non-alcoholic cocktails
Their target market is people between the age of 16-34
Each team member is given 5 extra days of work every year so they can go
and work with their chosen charity
They claim their mission is “To bring the world gorgeous, fruity soft drinks
that are packed full of natural good stuff and to have some fun!”

4. The drinks:
• Range of drinks include: Still &
Gently Sparkling Juice Drinks,
Kids Juice Drinks and Nonalcoholic Cocktails.
• To make the drinks they use
natural ingredients and they
blend different flavours of fruit
• The drinks count as 1 of your 5 a
day
• No added sugar and have added
vitamin C
• The glass bottles they use are
made with over 35% recycled
glass

5. Social media:
• The company use social
networking sites like
Facebook, Twitter and
Instagram. On these they
promote competitions,
‘Feel Good Friday’ which
happens every week,
pictures of their drinks in
stores or of happy
customers, as well as
pictures of the employees
having fun in the office.

6. A previous campaign of theirs was called ‘Dump The
Lumps’. They were trying to promote the idea of there
being no added sugar in their drinks. The company
posted multiple videos on their YouTube channel where
they got the public to try a Feel Good drink and then
another one, such as J2o. The public then went on to say
which one they liked best- choosing Feel Good- and
were then given the shocking fact that J2o had 4 lumps
of sugar and Feel Good had none. After this campaign,
96% of people said they would buy a Feel Good drink
next time.

8. Other Campaigns:
Bottlegreen Drinks
• Bottlegreen drinks had to relaunch their brand because it
only sold well in Waitrose, so people thought it was a
Waitrose own brand- they needed to create their own
identity. They changed the shape of the bottle as well as
the logo. After this rebranding, sales had risen from
£7.9m in December 2007 to £14.2m by December 2010.

9. Innocent Smoothies
• During winter, all of the product come with knitted hats
on top of the bottles, and this is all part of ‘The Big
Knit’. They are working with the charity Age Concern,
and whenever someone buys a drink with a knitted at
on, they’ll donate 25p to the charity. As well as this,
they’re encouraging people to knit their own hats
similar to the ones found on the smoothies.

10. Market research:
Feel Good Drinks
specialise in still and
carbonated drinks,
and their consumption
is increasing, meaning
Feel Good Drinks
products can become
desirable
Feel Good Drinks pride themselves
on having no added sugar. The
British Soft Drinks report shows
consumers are more likely to
purchase healthier drinks, so Feel
Good will be successful here.

11. However, when it was just
soft drinks involved,
consumers preferred
regular drinks so Feel
Good drinks using no
added sugar might not
draw customers in.
Feel Good Drinks use recycled
glass as the packaging for
some of the drinks. If the
consumers knew that it was
recycled they might be more
likely to buy it.

12. • When discussing the importance of research,
Hackley (2005) said “Research is the foundation
of effective advertising. Effectve promotional
campaigns of all kinds are based on knowledge
of who the target segment is, where they are,
what they do, what they’re like and how they
behave”.
• Therefore it was necessary to look at consumer
activity. We’d need to know what type of soft
drinks they are buying and why. Then once a
desire was found, this can be expanded on to
make the consumer want to buy a Feel Good
Drinks product.

13. The Idea:
•
During the month of February 2014, Feel Good Drinks is going to be
spreading its awareness by having drink stalls set up in shopping
centres across the country. These will be:
Brent Cross, London
Meadowhall, Sheffield
Arndale Centre, Manchester
Highcross, Leicester
Bullring, Birmingham
Brunel, Swindon
Drake Circus, Plymouth
Grand Arcade, Plymouth
• As well as this people will be able to find stalls in their local
supermarkets. They’ll be able to find the details of this on the Feel
Good website.
• The stall will consist of free samples of all the many flavours that are
on offer, followed by the grand idea.

14. • The plan is to get
customers feeling good on
the go. They can do this by
purchasing one of the
drinks and then taking a
‘selfie’ of themselves with
the drink, on the go. This
could be absoltely anything,
from walking the dog, to
climbing a mountain. Then
with this picture, they can
upload it onto Twitter,
accompanied by the
hashtag
#FeelGoodOnTheGo

15. • To ensure people are inclined to take part, there will be
10 feel good experiences to win. Some examples of what
these could be are: a spa trip, sky diving or a concert of
their choice. The better the feel good picture, the higher
the chances will be of that person winning a prize.

16. Any issues we could have and how to resolve
them:
• People not coming to the stalls- there will be
posters and flyers telling consumers to come to
the shopping centres and supermarkets
• It will cost too much- we can source a local
printing company to make it cheaper, use
wesbites such as buyagift.com (where there are
cheaper experiences) to obtain the prizes
instead of going directly to a spa retreat, where
prices might be higher.

17. An example of a tri-fold brochure that could be handed out:

18. Evaluating the effectiveness of the campaign:
• Record the sales of Feel Good Drinks products
in specific shops before the campaign, and then
compare them to the sales after the campaign.
• Check to see whether the amount of hits the
website gets goes up.