Developing Advert Campaign and Planning For Pitch

My intentions

I plan to make an energy drink called Enerzee with the target audience of 14 to 18 year olds

My brand

My brand is K-kwik and the typeface will be Arial, my slogan will be ‘K-kwik gives you that kick’ the logo of my brand will be K-kwik with the name written in normal writing and the last K will be written in italics and it will have a tail on the end of it to look like its running away. The colour of my brand will be red and black. The letter K will be black and the other letters and the hyphen will be red. I have called it K-kwik because it will give you energy quickly.

 Character Profile

Name: Louise

Age: 18

Hobbies: socialising with friends and going to the gym

Like’s drinking Enerzee because before she drunk Enerzee she use to have to get up at the crack of dawn, go to university and then work in the evenings, this left her feeling tired and had no energy by the middle of her shift. But Enerzee gives her the boost she needs to get through the day and on it gives her the energy to do stuff on her days off, so now she is no longer spending her days off in bed tired with no energy, instead she is out enjoying herself with her friends and going to the gym.

Characters needed for my advert

To film my advert I need two girls, one to portray the sleepy student and one to portray the mum/ girl, I can have other people in my advert but these will be used as extras and will not have a major role.

Music

The song walking on sunshine by Katrina and the waves will be playing in the background of the advert. I chose this song because some of the lyrics reflect on how people feel after they have had Enerzee. Copyright issues will have to be sorted.

Editing

My advert will not need any major editing, some scenes will need to be sped up and slowed down and then depending on the filming some parts may have to be cut and then pasted into the correct place.

Target Audience

To make sure my advert appeals to the targeted group I am using teenagers and pink. Pink targets girls and girls are my target audience.

Proposal

A student is on their way to college/ school and are really sleepy, they can’t be bothered for the day ahead.  They stop at the shop and buy a can of Enerzee, once the drink the Enerzee it gives them a boost they will need to get them through the day. They will then be seen in college/school doing their work with lots of energy and happy.

The other part of my story is: a Mum/ girl wakes up and has no energy, she sees a long list of things she has to do, she is so tired and emotional she screws the list up and puts her head in her hands. She then has a drink of Enerzee and she is happier and more positive. The advert will then show the girl doing the first activity on the list which will then fade into a clock showing as the hours go by and then this will fade into girl doing last activity on the list.

The way it will be filmed

I would record the entire student story first and then record the mum/girl story after and then I will cut the filming up in editing.

The way my advert will be shown is;

·        The sleepy student on their way to college/school

·         The mum/girl looking at her list and screwing it up.

·         The screen will then be a split screen and show both the student and mum/girl drinking the Enerzee

·        The sleepy student will no longer be sleepy, she will have energy and will be positive and she will be shown doing her work at school/college

·        The mum/girl doing her first activity on the list

·        Screen fades into the clock ticking by

·        Fades into the girl/mum doing the last job on her list

·        Then it will show both the mum/girl and the student holding a can of Enerzee and they will say together ‘Enerzee gives you energee’

Primary Research 2

Feedback

Emma: Enerzee is an exciting drink and it’s something new to the industry. Almost all teenagers are too tired and don’t have any energy but seeing that drinking Enerzee gives them a boost and energy is thrilling.

Sophie: I think the logo is interesting because the drink is targeted at girls and the logo is bright and pink and that it also has the female symbol. The colour pink appeals to girls, so therefore I think pink is the perfect colour to use for Enerzee.

April: I think Enerzee is a good idea because a lot of people think its only boys who have long days ahead of them but girls do too and having Enerzee targeted at girls is nice to know that people understand girls have long and hard days too.

Ellie: It’s good to know that when you’re feeling down and have no energy, Enerzee is there to give you a boost no matter what time of day.

Interviews

Chloe

Do you think Enerzee will be successful?

Yes because it will give people of all ages a boost in life and give them energy.

Do you think the drink will be successful with a target audience of 14-18 year olds or would you recommend a different age?

I think the age is just right because Enerzee is made to give you enthusiasm and energy and that is exactly what teenagers need, energy and enthusiasm.

If you were a boy would you still buy Enerzee even though it is targeted for girls?

Yes, because it I wanted the buzz and energy Enerzee gives I would buy it, regardless of its target audience, it also does not state that males cannot buy or drink Enerzee.

Nikki

Do you think Enerzee will be successful?

I think it will be a popular drink, but there is many energy drinks out there so it may not do as well as other like red bull.

What is your opinion of the logo?

I think the logo is good because it shows that the drink is targeted at females. However some people may think it’s sexist because it has the female symbol.

If you were a boy would you still buy Enerzee even though its targeted for girls?

Yes, if I wanted to drink Enerzee I would, there is nothing to stop any gender from drinking Enerzee.

Harry

Seeing as Enerzee is targeted at girls do you feel the drink is sexist?

No because the drink monster is targeted at males in my opinion so having Enerzee targeted at females in a long needed

Do you think Enerzee will attract boy customers as well as girls?

I think at first it will not attract any male customers but as the word gets around it will start to attract more male customers.

Do you think the slogan and name of the drink will tell people the purpose of the drink?

I think it will because the slogan states what the drink does, and the name of the drink is Enerzee and Enerzee rhymes with energy.

Eddi

Seeing as Enerzee is targeted at girls do you feel the drink is sexist?

No because sometime soon I’m sure the brand that brought out Enerzee will bring out a drink targeted for boys, if not another brand will do.

Do you think Enerzee will be successful?

Yes, because it has been a while since a new drink has come out and a bonus is that it’s an energy drink.

The can in pink would this put you off buying Enerzee?

No, because pink is only a colour and it’s only a can on drink you are buying. Some males even like pink so I don’t think the colour will put anyone off.

Primary Research 1

I have researched 5 drink adverts and these are: Shloer, Fanta orange, Pepsi max, Coca Cola and Vimto. The 2 adverts im going to analyse are; Shloer and Pepsi max.

Shloer

The Shloer advert is about adults at a party but not drinking alcoholic drinks, there are 3 main characters in the advert and these are 3 girls.

The mise-en-scene in the advert is a house, a swimming, pool and costumes.

The house is used throughout the advert and this is where the advert is filmed, the swimming pool is in the back garden and is only used at the end of the advert and this is when some men jump into the pool and when the 3 main girls come out of the pool at the end of the advert.

The costumes used in the adverts are dressy clothes such as party dresses and suits, the clothes worn in the advert represent the advert because the advert is about being at a party.

The editing that was done in post-production would be the speeding up of the main characters dancing and when the 3 women come out of the pool at the end of the advert.

There is a variety of shots used in the advert and these are close up’s, long shots, medium close up’s and 3 shot’s. During the advert the camera looks to be on a dolly because it rolls in-between a row of people.

The music used in the Shloer is Frank Sinatra I get a kick out of you, and some of the lyrics in the song are ‘I get no kick from champagne’- champagne is a grown up alcoholic drink and they don’t get a kick from drinking it so instead they drink Shloer.

The narrative of the advert is: the party is quiet and people are just sitting/ standing around talking, the girls then have a drink of shloer and it gives them a buzz and lightens up the party, after the rest of the party see the effect it has in the 3 girls they all want some and by the end of the advert everyone is drinking Shloer and everyone is dancing around. Another narrative of the advert is that you don’t have to have alcohol to have fun.

The advert features adults at a party and they are represented by wearing party clothes they are represented that way because they are at a party and the clothes wore in the advert are typical clothes that are worn to parties.

The target audience for the Shloer advert is adults I think this is because the advert features all adults and there is no children in them, I also this the target audience is adults because the slogan is ‘The grown  up soft drink’ I also think this is the way the advert is aimed at the target audience.

I think the advert could be a comedy orientated advert, this is because it’s funny to see the people in the advert dancing in the way that they are.

The Shloer advert doesn’t use any advertising techniques and the message of the advert is that you can still have the same fun when drinking non-alcoholic over alcoholic drinks.

In conclusion I feel that the Shloer advert is successful this is because it gets the message across to the audience that people can have fun without having to drink alcohol, I also think the message is saying that people can have the same fun they have when they have had an alcoholic drink when they haven’t had an alcoholic drink.

http://www.youtube.com/watch?v=FziEihyw2Qs&feature=feedwll&list=WL 

Pepsi max

The Pepsi max advert is about a man having a job interview but he trashes the interviewers’ office.

The mise-en-scene in the advert is an office, and costume. The office is where the majority of the advert takes places the rest being in a hall way, which is shown during the rest of the advert. The office is used to conduct the interview in the advert and the hall way is where the interviewee’s are sitting waiting to be called in for their interview.

The costume used throughout the advert is smart clothing, men are wearing suits and females are wearing smart trousers and suit jackets. The clothing worn in the advert is typical clothes worn for a job interview so therefore the costume works well with the advert.

The editing would have been done in post-production, I don’t think there would have been any major editing only little bits like tidying the clip up. There was no speeding up or down edited into the advert as was there no effects added.

There is a variety of shots used in the advert and these are close up’s, long shots, medium close up’s and 4 shot’s. During the advert the camera looks to be on a dolly because it runs smoothly through the people from right to left. 

The sound in the Pepsi max advert the speech of the actors, paper being rustled and a can of Pepsi max being open. 

I think the narrative of the advert is that Pepsi max will ‘max’ your mood and will make you lighten up and do weird and wacky things such as trashing a man’s office.

The advert features all adults waiting for a job interview, I think the advert contains all adults because they are trying to show that the drink will make you lighten up, and I think the man in the interview who messes up the interviews office shows this. The man in the interview is represented by acting like a child in an important place like at an interview and this shows that he has lightened up. 

The target audience for Pepsi max is children, I think this is because the man in the interview is acting like a child, he is misbehaving and trashing someone’s office and this is the behaviour you expect from a child.

I think the Pepsi max advert is a comedy, this is because it’s funny to see the man in the advert acting the way he does, he goes for a pretend job interview and acts as if he was being attacked by the interviewer, this makes the people outside waiting to have their interview uncomfortable so they leave without having their interview. By the end of the advert the man’s friend is the only person left to have an interview and he gets the job.

The Pepsi max advert doesn’t use any advertising techniques and the message of the advert is that Pepsi max will lighten up your mood.

In conclusion I feel that the Pepsi max advert is successful this is because it gets the message across to the audience that drinking Pepsi max will lighten your mood, and make you have fun and act silly.

http://www.youtube.com/watch?v=HKV0QuQsonk&feature=feedwll&list=WL

Secondary Research

Shloer

I think the target audience for Shloer is adults, this is because the advert features all adults and the tag line of the drink is ‘Shloer the grown up soft drink’. I think the producers have targeted the audience by having the advert being at a party where there are no children. The group that has specifically be targeted is that they wanted to be seen as trendy I think this is because they want people to think that Shloer is as good as any alcoholic drink such as wine. Shloer is sold in all supermarkets and kept up on a high shelve, I think this is because it’s in a glass bottle. Sometimes you can find the drink at cheaper shops and on market stalls, many supermarkets sell their own flavoured drinks which are similar to Shloer, but these drinks are considerably cheaper than Shloer, therefore I think this is a disadvantage for Shloer. The pricing of Shloer is not cheap so I think they make quite a profit from each bottle that is bought. Shloer use their own slogans which happen to be ‘Shloer the grown up soft drink’ and ‘Get your sparkle!’ so therefore they do not have any copyright issues. They don’t use many colours only white, I think this is because there are a number of flavours of the drink and they have to be careful that the colours can be seen over the drink colour. The logo for the drink is the flavour of the drinks fruit piece floating around and surrounded by bubbles. Every flavour of Shloer has no preservatives, no artificial flavourings, colours or sweeteners and all of the flavours are suitable for vegetarians and contain no fat. Shloer doesn’t have any promotion so I think the drink sells well enough without any promotion.

www.shloer.com
http://www.youtube.com/watch?v=FziEihyw2Qs&feature=feedwll&list=WL

Vimto

I think the target audience for Vimto is children/teenagers, this is because the advert features pieces of fruit talking to each other. I think the producers have targeted the audience by using talking pieces of cartoon fruit. I don’t think the drink has been targeted at any specific group, I think it is targeted at all children and teenagers because it’s a very popular drink amongst children and teenagers and it’s a drink made with lots of fruit juices mixed together. Vimto is sold in all supermarkets and convenient shops and it is situated 3 or 4 shelves up in supermarkets so therefore it’s within reach of children. Vimto is priced at an average price so I think a small profit is made from each bottle/ can they sell.  Vimto uses its own slogan which is ‘Seriously mixed up fruit’ so therefore it does not have any copyright issues. The colours they use are purple, red and green. The logo for the drink is the fruits in the drink with juice running over them, on a purple background. Vimto is made up of Blackcurrant, grape and raspberries, the flavours are also flavoured together along with herbs and spices, as well as drink Vimto makes ice-lollies and sweets. Vimto doesn’t have any promotion so I think the drink sells well enough without any promotion.

www.vimto.co.uk
http://www.youtube.com/watch?v=bsvvZia2m68&feature=feedwll&list=WL  

Fanta Orange

I think the target audience for Fanta orange is children/teenagers, just like Vimto this is because the advert is an animated advert. I think the producers have targeted the audience by having children and teenagers in the advert. I don’t think the drink has been targeted at any specific group, I think it is targeted at all children and teenagers because it’s a very popular drink amongst children and teenagers. Fanta orange is sold in all supermarkets and convenient shops and it is situated 3 or 4 shelves up in supermarkets so therefore it’s within reach of children. Just like Vimto Fanta orange is priced at an average price so I think a small profit is made from each bottle/ can they sell. Supermarkets sell their own brand of drink similar to Fanta orange but it is very cheap and doesn’t taste as good. Fanta orange uses its own slogan which is ‘More Fanta less serious’ so therefore it does not have any copyright issues. The colours they use are orange, blue, green, white and yellow. The logo for the drink is an orange background with Fanta Orange written on it on an angel, there is also yellow, white and blue and green swirled on the background, As well as that there is a blue shape above the ‘N’. Fanta is from the Coca-Cola company and there are 90 flavours of Fanta worldwide. Fanta orange doesn’t have any promotion so I think the drink sells well enough without any promotion.

www.fanta.com
http://www.youtube.com/watch?v=ExDZMbfN1vM

Pepsi

Just like Vimto and Fanta orange I think the target audience for Pepsi is children/teenagers, this is because the man featured in the advert is acting childish. I think the producers have targeted the audience by making the man act childish and naughty. I don’t think the drink has been targeted at any specific group, I think it is targeted at all children and teenagers because it’s a very popular drink amongst children and teenagers. Just like Fanta and Vimto Pepsi is sold in all supermarkets and convenient shops and it is situated 3 or 4 shelves up in supermarkets so therefore it’s within reach of children. Pepsi is priced at an average price so I think a small profit is made from each bottle/ can they sell. Supermarkets sell their own brand of drink similar to Pepsi but it is very cheap and doesn’t taste as good. Pepsi has two slogans and these are ‘Max it’ and ‘Max taste- no sugar’ so therefore it does not have any copyright issues. The colours Pepsi use are black, red, white and blue. The logo for the drink is a red, white and blue circle. Pepsi max is similar to Pepsi but it is a low calorie and sugar free drink and it uses all natural flavours. There are two alternatives to Pepsi max and these are Pepsi and diet Pepsi. Pepsi doesn’t have any promotion so I think the drink sells well enough without any promotion.

www.pepsi.co.uk
http://www.youtube.com/watch?v=HKV0QuQsonk

Coca-Cola

I think the target audience for Coca-Cola is for everyone of all ages, this is because the drink is a very popular drink and there are many varieties and everyone likes at least one flavour of it. I think the producers have targeted the audience by having people of all ages in the advert. I don’t think the drink has been targeted at any specific group, I think it is targeted at all people because it’s a very popular drink amongst children, teenagers and adults. Coca-Cola is sold in all supermarkets, vending machines and convenient shops and it is situated 3 or 4 shelves up in supermarkets so therefore it’s within reach of children. Just like Vimto Fanta orange and Pepsi, Coca-Cola is priced at an average price so I think a small profit is made from each bottle/ can they sell. Supermarkets sell their own brand of drink similar to Coca-Cola but it is very cheap and doesn’t taste as good. Coca-Cola uses its own slogan which is ‘Open happiness’ so therefore it does not have any copyright issues. The colours they use are red and white. The logo for the drink is a red background with bubbles floating and it also has white and yellow stripes on the background, Coca-Cola is joint up written in white across the centre of the background. Coca-Cola is sold in more than 200 counties and is licensed to be sold throughout the world, there are 10 other drinks under the Coca-Cola name and these are’ diet coke, caffeine free, diet caffeine free, cherry Cola, Coke zero, Coke vanilla and special editions with lemon, lime or coffee. Each Coca-Cola drink contains no fat. There are 9 different flavoured Coca-Cola’s which are not sold in the United Kingdom, these are new Coke/ Coca-Cola II, Coca-Cola vanilla, C2, raspberry, M5, blak, citra, light sango and orange. New Coke/ Coca-Cola II is still available in Yap and American Samoa, Coca-Cola vanilla is available in Austria, Australia, China, Germany, Hong Kong, New Zealand, Malaysia and Sweden. Cola C2 is sold in Japan, Canada and United States, raspberry Cola is sold in New Zealand and United States. M5 is available in Spain, Mexico, Brazil, Germany, Italy, Federation of Bosnia and Herzegnovia.  Blak is available in United States, Canada, France, Czech Republic, and Slovakia republic, Bulgaria, Federation of Bosnia and Herzegnovia. Cola citra is available in New Zealand, Japan, Federation of Bosnia and Herzegnovia, Cola light sango is only available in France and Belgium. Cola Orange was available in United Kingdom and Gibraltar for a limited time, but it’s available in Germany, Austria, Switzerland and United States. Coca- Cola also has a Cola green tea flavour but it doesn’t state where it’s available. Coca-Cola has promotion from time to time but I don’t think the promotion helps with the sale of Coca-Cola products because Coca-Cola is a very popular drink within itself.

www.coca-cola.com
http://www.youtube.com/watch?v=bg_zxsxyKyM&feature=feedwll&list=WL