Task one - research

Research into existing fizzy drink adverts and campaigns

Task 1 – Secondary research- for this task I will research into existing adverts and campaigns of products in the same market sector.

Coca Cola Commercial I looked at- http://www.youtube.com/watch?v=bg_zxsxyKyM

Open Happiness is a global marketing campaign for The Coca-Cola Company that was rolled out worldwide in the first half of 2009, following the company's "Coke Side of Life" advertising campaign. It was developed by the McCann Erickson creative agency

Strategy

The campaign was launched on the reality television series American Idol on January 21, 2009, and rolled out to other national markets over the following weeks. In the United States, commercials following the Open Happiness theme appeared during NBC's broadcast of Super Bowl on February 1, 2009, and during ABC's broadcast of the 81st Academy Awards on February 22, 2009. Marketing for The Coca-Cola Company based on the Open Happiness theme also appeared in the United States as print ads in newspapers, in television commercials, in outdoor advertising, and in in-store advertising

Music plays a central role in the campaign. The first Open-Happiness-based song was initially featured in a television commercial for the American market. The song was released as a single. It is a collaboration between Cee-Lo of Gnarls Barkley, Patrick Stump from Fall Out Boy, Brendon Urie from Panic! at the Disco, Travie McCoy And Janelle Monae with Polow Da Don and Butch Walker as producers. Directed by award-winning director Alan Ferguson, the music video for the song debuted on MTV in July 2009

The Coca-Cola Company has always believed in advertising, and that belief has taken it to the top of the mountain. Fantastic, colourful, wholesome, and memory provoking are just a few of the words and phrases that can be used to describe Coca-Cola advertising. Here is a collection of 50 Coca Cola ads from the 1889 till present days

task 4

After researching soft drinks and from the results of my survey I am now a lot more clear on what it is exactly I want to create. I am going to create an advert aimed at 14-18 year olds, I want to aim my fizzy drink at boys because I feel there is a larger audience for fizzy drinks than girls. I want to create a bright fun full of action advert I think this is fitting for the product and target audience. From my research I found that boys like energy drinks more than just regular fizzy drinks. I’ve decided I want my drink to be in a can, I think that boys prefer cans because they feel more grown up, than holding a bottle.

I want the design of my bottle to be striking and bright with bold lettering a imagery. The music I plan the use will be upbeat and energetic much like my advert itself. The editing with will be snappy and quick I want long shots too extreme close ups. The advert will be cut to the music.

A typical profile for my target audience would be a boy ages 14-18 who enjoys playing outside with mates, having a laugh and chilling out at the skate park or at the park in the sunshine. He likes watching extreme sports on TV like snowboarding and motocross racing. He likes upbeat music, rap, hip-hop. His style is carefree but old school trendy. He wears baggy jeans, vans and converse. His favourite colours are green purple and blue, or red white and blue. They would be fun to be around and have a lot of friends, love to socialise and plays computer games.

I want my advert to be really bright, but I’m still undecided with the colour scheme. I would either like a dark bright purple, green and blue. Or patriotic colours, red white and blue. As I progress further with my idea I will soon know what one will be most effective.

My idea for my advert is set in a skate park on a really sunny day, bright graffiti colours, and a group of friends hanging out practicing their new skills and tricks, all the friends can do the new trick, apart from one. His friends cheer him on but he still can’t get it, one of them then offers him this drink, he downs it all attempts again and gets it spot on. The friends cheer, come together and carry on enjoying their day all together.

I think this idea will work as its energetic, fun, bright and full of action, a real life situation young boys might find themselves in when they feel alone, they can’t do something, peer pressure, or times when you just need a hand. My energy drink will provide this help, it’s about giving you that extra boost and coming together.

My can will be a larger can than the average size, quite tall and wide. I would like the can to have a slight curve in the centre, to make it easier to hold and different to other energy drinks like relentless and red bull.

My slogan will be short catchy and memorable, ‘that extra push’ push being help and also relates to pushing on a skateboard. I’m not set on my slogan I want  to make it more catchy but the basic idea is there.

Results...

 I asked people ages 14-18 to answer my questionnaire, here are the results…

Person	Question 1	Question 2	Question 3	Question 4	Question 5	Question 6	Question 7
1	female	Lilt	design	9-6pm	orange	Orange pineapple	Rom-com
2	Male	tango	design	9-6pm	blue	Apple blackcurrant	action
3	female	KA	advert	After 6pm	purple	Mango and grape	comedy
4	female	Coca cola	celebrity	9-6pm	red	Vanilla strawberry	zombie
5	Female	sprite	design	9-6pm	pink	Lemon and lime	Rom-com
6	male	fanta	celebrity	After 6	blue	Strawberry kiwi	comedy

Person	Question 8	Question 9	Question 10	Question 11	Question 12	Question 13	Question 14
1	Non fiction	animals	pop	outdoors	Natural	yes	magazines
2	Non fiction	footballers	pop	either	sporty	yes	tv
3	fiction	attractive	Hip hop	either	urban	yes	Tv/radio
4	Non fiction	nerds	pop	indoors	High tech	no	tv
5	Non fiction	animals	reggae	outside	Natural/jungle	no	Word of mouth
6	fiction	attractive	reggae	outside	natural	yes	magazines

Task 3 questionaire

Questionnaire

1.Gender

Male-

Female-1

2.Favourite existing fizzy drink

J2O -

KA-

Kia-Ora-

Lilt-1

 Lucozade-

Red Rooster-

Relentless-

Ribena-

Rubicon drink-

Tango-

Tonic water-

Vimto-

Fanta-

Dr pepper-

Coca cola-

Diet coke-

Coke zero-

5 alive-

Sprite-

Oasis-

Powerade-

Mountain dew-

Sunkist-

Red bull-

3.What made you to try the drink?

Well known brand-

Slogan/catchphrase-

Popular with friends & family-

Word of mouth-

The drinks design-1

Advertisement on TV/internet/magazine-

Sponsored by a celebrity you like-

4.What time of day do you consume the most fizzy drinks?

Before 9am?

Between 9-6pm?1

After 6pm?

5.What’s your favourite colour?

Red

Pink

Purple

Blue

Green

Yellow

Orange1

Brown

Black

White

Silver

Gold

6.What’s your favourite flavour duo?

Apple-

Citrus-

Mint-

Vanilla-

Orange-1

Strawberry-

Blackcurrant-

Raspberry-

Cherry-

Lime-

Kiwi-

Mango-

Banana-

Grapefruit-

Bubble gum-

Cranberry-

Dandelion & Burdock-

Elderflower-

Pear-

Watermelon-

Grape-

Pineapple-1

7.What is your favourite genre of film?

Comedy

Horror

Sci-fi

Action

Adventure

Rom-Com1

Western

Zom-com

8.In adverts do you prefer…

Fictional character’s (real life)?

Non-fictional character’s (cartoons)?1

9.What characters would you like to see in a fizzy drink advert?

Geeks

Attractive males/females

Kids

Adults

Babies

Teachers

Rebels

Skaters

Footballers

Dancers

Nerds

Girlie girls

Animals 1

10.What genre of music is your favourite?

Hip hop

Rap

R & B

Jazz

Blues

Indie

Heavy metal

Pop 1

Drum and bass

Dub step

Classical/opera

reggae

11.Would you rather the advert was filmed

Indoors

Outdoors 1

12.What sort of environment do you think would work well for a fizzy drink advert?

Modern building

Natural surroundings 1

Urban

Run down

High tech

Rural

Fantasy

sporty

13.Does an energy drink appeal to you more than just a regular fizzy drink?

Yes-1

No

14.Where do you listen/see most fizzy drinks being advertised?

Radio

Tv

Magazines 1

Newspapers

Cinema

Internet

Billboards