Outline Proposal:
I am intending to plan and develop and advertising campaign behind a fizzy drink brand aimed at mainly girls (but also suitable for boys) aged 14-18. I propose to create a healthy alternative that appeals to students in the competitive existing market. My aim is to promote a fruity fizzy drink that is presented as an indescribable, fresh, new choice in between the vast numbers of unhealthy, sugar and caffeine filled bottles already on the shelves. The main focus should be on the fruit itself taking the colours of the ingredients as a palette for my typeface and logo. My idea should be marketed as new and suitable for all kind of teenage social occasions such as breaks between classes and lectures, at the cinema, at the park with your friends and many more. The concept of happiness in summer will run strongly through all design aspects.
Brand:
Logo – using the fruits used in the actual drink I arranged a compact logo that is bright and eye-catching to stand out on the shelf. I played around with different arrangements until the items came together as a logo rather than a collection of pictures accompanied by the brands name. The three colours of the Z's resemble the three fruits in the drink. This could easily lead to an extension of the product range. For example, another Fizzz drink with strawberry, kiwi and peach flavours could use green, red and 'peach' as a colour scheme for its typeface.
Slogan – As the drink is promoted as quite pure with simple ingredients I wanted to reflect this in the slogan. It’s also catchy and memorable as its short and uses loose alliteration.
It’s Fresh. It’s Fruity. It’s Fizzz.
Typeface and colours :
The font I have used for the logo and slogan is “Segoe Print” as I believe its young looking and fun but still simple enough to be legible. The text as it’s bold and unisex as not to stereotypically target either sex as my product will be perfectly suitable for both boys and girls. The colours are warm and happy which supports the theme of summer and carefree happiness that I’m trying to create.
Imaginary Profile of target audience:
Name- ‘Alexis’ Age- 16 Occupation- Student
Hobbies- hanging out with friends, cinema, reading, writing music
Favourite music- mainstream indie and rock
Lifestyle- quite busy with college and social occasions, but always makes time for her friends
Lives in town with a middle class family and younger siblings
Wears in style clothes with her own personal touches, finds her health and diet important but is still just as casual as any another teenager
Outlook on life- always optimistic, loves summer, just wants to have fun and be comfortable in her own skin and around her friends.
Synopsis:
A student just like me and you stands in front of a camera and a plain white background and struggles to describe the drink they just tasted. They can’t find the words because the drink is so new and superior to any others before it that no words exist to describe it. In between these shots of people will be extreme close ups of the fruit used in the drink, whether its an orange being cut in half or a semicircle of a watermelon held in front of someone's face as a smile. Every now and then a shot of the drink itself will also appear, with the camera so close that the bubbles of ‘FIZZZ’ can be seen by the audience. The cuts will be short and fast with the whole vibe of the advert relating to the warmth and happiness of sunny summer days.
Treatment:
‘Fizzz’ (my fizzy drink brand) is a fun, fruity fresh drink aimed at students. Whether it’s at the cinema, on the park catching some rays or in a study session, Fizz is perfect for that naturally uplifting break students need. Made from real watermelons, oranges and lemons, you can carry around the sunshine of summer in a bottle! ‘Fizzz’ can be compared to nothing else out there, it’s that good! So try and describe it after you’ve tasted the bursting brilliance of flavours and the tongue tingling fizz because we believe there are no words out there that can really convey the intensity of FIZZZ. I want to capture this happiness and concept of summer in the advertisement. I came up with the name as a sort of play on words as soft drinks are sometimes referred to as ‘a bottle of fizz’ and so by putting another Z on the end it becomes a brand name, you can actually ‘buy a bottle of Fizzz’.
The target audience of my advert is obviously therefore students aged 14-18, mainly girls but I will be trying to target both sexes. As students do not have a lot of money I will be marketing my product as mid market as not to stop my target audience actually affording what they see on the advert. I will target this audience by using students as actors in the advert, referring to teenage activities in the script, (e.g. “I drink it at the cinema/in between lectures!”) and writing the script from a teenager’s perspective so it sounds chatty and informal. Also, the song I will use to accompany the images and speech is by a band that is popular with many audiences including the imaginary profiler – ‘The Ballad of the Beaconsfield Minors’ by ‘FooFighters’. I will convey the fact that the actors are of student age by using any Mise-en-scene such as clothing to reflect this.
My advert will just be filmed in front of a plain white background to bring full attention to the words of the actors and the images of the product and its ingredients. The location of my shoot will be a photography or TV studio situated in college itself and so there will be no travel or hire costs, permitting that the studios are available for use. If they are already in use we would have to improvise with the plainest wall we could find. The budget for filming will be small as there are no travel concerns and the props (fruit and fizzy water mostly) should cost no more than £20 at most.
The keys shots of my advert will be CU’s and ECU’s of props, alongside MS’s and 2S’s of the actors. I want to create some really interesting scenes using the camera as well as post production editing such as cutting up the fruit and then rewinding the footage so the fruit comes back together again. The editing will be short and fast as I want to achieve as many shots as possible in the 30-40 seconds of air time we are given. They will be made up of creative shots of the fruit found in the drink to emphasis the presence of real fruit in the ingredients, subliminal message shots and people trying to describe the drink. The whole concept of the advert is that the actors cannot find the words to describe the drink , therefore making a simple script including short lines such as “It’s Just soooo...”, “You know how it just...” and “I take it to lectures all the time”. This is to give the impression that the drink is good that it’s indescribable and new. The subliminal message shots are an advertising technique. Using pictures such as people smiling or laughing will unconsciously imprint the idea into the audience minds that the drink makes you happy. Other advertising techniques I will use include Enigma and Teasers (as the actors cannot describe the product it keeps the audience guessing), USP’s and Avante Garde (with the focus on the large quantity of REAL fruit in the drink it gives the impression that this drink is better and ahead of any other before it).
The advert will end after the bottle has been placed on a flat surface by one of the students and the slogan has appeared on the screen (almost to answer the audience’s questions about what the product actually is). This will be followed by “Try and describe Fizzz to us on Facebook”, bringing social networking into the advert as this is popular with my target audience. It also gives the audience something else to explore about Fizzz and could lead to more advertising. The main idea that needs to run through every element of the advert is fun. The period of summer is commonly related to happier times and with the bold colours and enthusiastic actors we can create 30 seconds of distraction from real life that will leave our audience smiling and most importantly remembering the product.
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