Lack of brand awareness because:- Their bottles are not distinctive enough/mimic the shapes of other brands- A lack of targeted advertising- No defined audience- No clear focus of brand ethos/direction- Unique selling point not focussed/advertised enough

This is a problem as they don’t feel they are selling enough of their products.

After extensive brand research we have decided to target the following market:

Age: 20-28Working with Disposable incomePMA peopleHealth conscious.

- Set up in 2002- Healthy drinks that taste good- 3 different product ranges, still, sparlking + kids drinks-100% natural ingredients- NO ADDED SUGAR

The Problem

Audience

Brand Overview

Competitors

- Fruit based juice drinks- Still drinks only- Similar bottle size & shape- Similar price range- High sugar content- Same target audience

- Fruit based juice drinks- Still drinks only- Similar price range- High sugar content- Similar aged audience - more a alcohol replace-ment drink rather than a lunchtime one.

- Fruit based juice drinks- Still drinks only- Similar bottle size- Similar price range- High sugar content- Same audience

- Fruit based juice drinks- Smoothies & Juice drinks- 100% fruit- Very similar bottle size & shape- Similar price range- Same audience

- Health drinks- Enriched with vitamins- Similar bottle size- Similar price range- Same audience- High sugar content

RefreshingTastyDeliciousStunning

JuicyFruityNiceDrink

FizzyFunFruitasticFeel GoodIdeas 1

Visual Direction

Feel Good Fridays:In combination with the advertising campaign we plan to organise a weekly “Feel Good Friday” promotional event throughout June + July, hosted in a different city/festival each week. This aims to promote the brand through he use of fun ‘feel good’ activities, including a mix your own feel good flavours and taste testing. This will have the dual outcome of promoting the brand, and giving some instant market feedback on the more successful product lines, and any areas that could be branched into.

Ideas 2

Rebrand the bottle: No continuity between all of their products and their current bottle designs use the same shapes as competitors containers. We plan to give the product a new distinct bottle shape, helping it to stand out on shelf and create instant product recognition.

New labels:No continuity between label design, changes to shape, position and logos used across ranges. No brand consistency. Also not distinct enough and is too reminiscent of their competitors branding. By changing the labelling we hope to make the brand more distinctive, promoting its unique selling points more.

Advertising:We plan to promote the taste of the drinks/low sugar content through the effective use of language. This will be distributed across a range of targeted media. A type based approach using descriptive language, combined with simplistic imagery/ symbols.