2. Brief – MoodWater
The makers of Cheeky Cherryade, Fizz Ltd have invested time and money into researching
how to help young people stay hydrated whilst also enhancing their moods. Working with
King’s College London, they’ve investigated how certain flavours added to H2O can
enhance
productivity, happy feelings, energy and general mood. Fizz Ltd are launching 4 new sugar
free flavours to the UK, ready for the Summer and now need an advertising campaign to
support them.
Flavours include:
Lavender Lush – a blend of lavender, mint and peach to create a calm and chaos-free day.
Party Paradise – a blend of mango, coconut and pineapple which increases energy levels.
Brainy Banana – a blend of banana, strawberry and watermelon to help brain activity and
staying focussed.
Sunshine Smile – a blend of papaya, passionfruit, lychee and apricot to help boost
happiness
and positivity.
Fizz Ltd would like a magazine advert, web banner and television advert created for the
campaign.
3. Target Audience Analysis
The target audience would be young people aged around 15-25, as this
demographic feels most overburdened with work and school, so will be most
interested in gaining energy, happiness, focus or calmness from the product.
However, the campaign should not be limited to this demographic. This is because
all age groups are affected by these problems and so may be interested in the
drinks.
We will also target B-C2 social grades, as the drink is relatively cheap, but will
likely be too expensive for the lower social groups. This is a broad range, but the
groups all look for similar things- expensive feel and cheap price, which can be
delivered on by Moodwater.
Other than age and social grade, we should not set a target market, as the drink
can be enjoyed by all races, genders, etc.
6. Outline of Campaign
This campaign has three parts- a web banner, a tv advert, and a magazine advert.
I plan to make all of these similar, so that when someone sees one of the ads,
they are reminded of it by the other ads in the campaign. This increases brand
awareness.
For my web banner, I plan to have a splash of the drink against a background
representing the mood it represents- yellow splash against a blackboard with
equations on it for Brainy Banana, purple against sand for lavender lush, etc. This
will create a constant theme with the banners, while keeping them seperate from
one another. The colours will also grab the attention of the consumer, making it
distinct in their mind.
7. Outline of Campaign, part 2
The magazine advert will feature four people aged around
20 sat on some steps, each representing one of the
flavours of Moodwater. This will help reach our target
demographic by showing their age group. The four people
will be of different races and genders, as this avoids only
targeting one gender or race. The shot will show them with
a beach visible over one side and the city visible over the
other, showing that Moodwater can be enjoyed anywhere,
while reminding people of the summer through the beach.
At the top of the advert, the Moodwater logo is visible
along with the tagline “THAT’S a big mood!” This will make
it easily identifiable as part of the Moodwater campaign. It
will also feature some text explaining Moodwater was
developed at King’s College, and that it contains 0 sugar.
8. Outline of Campaign, part 3
The final part of the campaign will be the tv advert, in which
Jason Coolice, the character representing the party paradise
flavour, is sat at an empty bar in a nightclub. He sighs and
says “This party is laaaaaaaaaame!” The bartender hears
this, slides a bottle of Party Paradise down the bar, and tells
Jason to drink. He does, and drum and bass fades in as
bright animations spiral out behind Jason. Hundreds of
people rush in through the doors and theres a few shots of
the party, before Jason yells “Now THIS is a Party
Paradise!”. The bottle then appears on screen, along with
the logo and catchphrase “THATS a big mood!” with a
voiceover explaining the drink has 0 sugar and is developed
in the UK.
9. Outline of Campaign, part 4
This advert clearly outlines the key features of moodwater without being over
cramped. I feel the focus on only one flavour allows it to be much more coherent,
at the cost of not mentioning the other flavours. Were the advertising campaign
successful, I would recommend producing similar ads for the other 3 flavours, in
order to create a recognisable structure and advertising the whole product. I would
also recommend the ad to be played on Youtube as well as TV, as out target
market consumed much more Youtube than TV.
12. SWOT
Strengths
Nothing overly complicated, easy to produce
Cheap to produce
Appeals to target audience
Colour scheme is striking but not too bright
Sugar free drinks that are enjoyable are rare, which
could attract people to try new alternatives
Fast turnaround
Weaknesses
The tv advert needs a lot of extras
The magazine advert could be forgettable because
it uses many conventions of the format
The magazine advert has a lot of white space
Web banners are often ignored
Drinks that change how you feel could be linked at
first glance to alcohol or “drinking the kool-aid”
Opportunities
Target market are very easy to market to, due its
broadness
Most other brands focus on bright colours, so our
more pastel colours will stand out
USP is very unique and is shown clearly in all the
adverts
Threats
Target market is somewhat oversaturated with
products, including many soft drinks
Bottle could be mistaken for other brands, such as
Snapple
Magazines are declining in popularity, so the advert
may be better used elsewhere
