P3

Brief:

Produce a logo and advertisement for the Bubble and Fizz brand with the aim of increasing sales by 10%.

In the beginning of creating this cross media campaign, I started by gathering my initial ideas on a mind map and a mood board. 

They can be linked to the purpose through a logo, slogan, acting and audio/visual codes.

Genres and Conventions:

Different adverts use different messages to conform to genres of advertising. There are 4 examples of these different messages:

Finding a common ground with the audience includes making the advert relatable and realistic to an audience as they will feel as if the advert is directly targeting them, therefore feeling more inclined to buy the product. For example, B&Q's Build A Life advertisement uses footage such as home videos to give a more relatable experience for the viewer. 

Giving a clear benefit includes clearly showing the audience why a product is better than others, and why it will benefit you as a person. For example, laptop brands such as HP and Intel show their products as being better than competing brands by showing the specific benefits for their product. 

Solving an audience's problem includes showing a problem that somebody may face, and giving a clear solution to it (i.e the product advertised). 

Fulfilling an audience's need includes advertising a product to an audience by highlighting the need that the product will fulfil. For example, drinks brands such as Fanta and Coca-Cola fulfil the need of thirst.

For my Bubble and Fizz advertisement I am going to use the conventions of 'Fulfilling a need' as this brand relates to my previous example for that particular genre. This is the best option as thirst is an everyday need that every single person deals with regularly. Using inspiration from brands such as Fanta and Sprite in terms of marketing will benefit my brand, as they also fulfil a need, much like other food and drink companies. 

My campaign logistics are using a bursting method of release throughout the summer period, as I want a refreshing feel to be paired with the drink, which I believe is more achievable if the drink is released around summer. The USP of Bubble and Fizz is its health conscious aspect. Other fizzy drinks in the market are well known for being packed full of sugar, and not necessarily being healthy. This gives Bubble and Fizz a major advantage, as people are always looking for healthy alternatives to different products. These aspects paired with my choices of media will allow me to reach my target audience effectively, while also taking the aims and objectives of the brief into account.

Market Research:

While conducting my market research, I found that the most commonly popular fizzy drink brands include bright colours on their logos, with large, bubbly logos. The packaging of the can also commonly represents the flavour of the product. For example, Fanta use exactly the same logo and font in both of their products seen below, but they have changed the colour from orange to red to indicate a change in flavour. I will take this into account when creating the design of my can and advertisement. 

A common theme among fizzy drink packaging that I have found is that brands will include a picture of the fruit used to flavour the drink on the outside of the can. For example, Fanta and Sprite both use pictures of the citrus fruits used within their drinks. On the other hand, Dr Pepper uses the visual code of the dark red colour, connoting the flavour of cherry.