OUGD503 - Responsive YCN Feel Good Drinks Research

Oasis Campaign 

Oasis launched a refreshingly honest summer campaign designed to appeal to the fresh new generation- millennials. 

Oasis Senior Brand Manager, Natalie Whitehead-Farr, said of the campaign: “The 2015 campaign is bold and refreshing – using animation to illustrate some of the absurd and funny truths in the everyday life of teens.

“Each piece of content pokes a bit of fun at a modern trend and delivers an Oasis perspective – whether that be on outdoor advertising, gym selfies, reality TV or slow motion product demos. We think this humorous approach will really resonate with Oasis consumers of all ages.”

We can’t help but imagine that the champagne was flowing at Oasis HQ when they realised the campaign was set to launch on what turned out to be the hottest day of 2015 so far!

This a part of Oasis’s latest series of campaigns that attempts to appeal to the new wave of consumers, who place a great deal of importance in a brand being honest, transparent and communicating their values to them. It reflects the two big marketing trends that have emerged in the race to appeal to millennials: humanised marketing and insane honesty marketing.

Whilst traditionally marketing campaigns have focused on promoting the logical and marketable strength of product and services over it’s competitors, insane honesty is a willingness (or at least a perceived willingness!) by a brand to be transparent with their consumers, even perhaps to the point of actively pointing out and sharing their weaknesses. This builds the trust of the consumer by speaking to their unconscious mind ‘Well if they are truthful enough to tell me about their weaknesses, the messages they put out about their strengths MUST be being true!’ a psychological phenomenon commonly known as the Halo Effect.

Humanised marketing is an approach that has developed astronomically since the popularisation of social media marketing. Research consistently shows that the brands that do well online are those that adopt a humanised voice for their brand, reminding their audience that there are real life humans working behind the scenes. With the hashtag #Orefreshingstuff proudly emblazoned across the front of their ads, from the day the Oasis campaign launched, the social media team at Oasis were ready to engage, re-tweeting and replying to interactions with their brand online.

I thought this campaign was extremely effective and it was ticking most of the boxes I would need to for Feel Good drinks, however instead of enticing people to buy feel good drinks for thirst I wanted to adopt a strategy that they wanted to buy feel good drinks simply because of the health benefits. No added sugar or preservatives and the healthiness and good taste of the drink itself. So therefore I decided to adopt a similar strategy of using bus stop boards and bright colours and a shocking tone of voice but using the brands name and concept to promote ideologies of health and well-being.

OUGD503 - Responsive YCN Brief Feel Good Drinks Research

Feel Good Drinks 

Aim

Spread positivity and put feel good onto the radar of young women.

Background

Nichols plc has recently purchased the Feel Good brand.

Launched in 2001, Feel Good Drinks is a premium range of 100% natural still and sparkling drinks for adults sold in over 20,000 outlets across 15 different countries.

The brand ethos is all about Feeling Good — 100% Natural ingredients with no added nasties, giving 1 of your 5 a day with no added sugar. No added anything!

Feel Good has been marketed in the past but only had Facebook activity since summer 2014.

We want you to show us how we can spread the word about Feel Good and get more people feeling good.

The Challenge

We want you to re-engage 18-35 year old females with the Feel Good brand, and are very open minded as to how you go about doing it.­

We want you to spread Feel Goodness, driving awareness and inspiring people to engage with the brand and buy the product. 

We want to remind and reassure the target audience that Feel Good is relevant for them, that it’s simple and honest and that it delivers against their needs of wanting healthier cleaner drinks.

This is a deliberately very open brief, and you are free to demonstrate your creative thinking in any medium or combination of media you see fit.

We are open to ideas for new campaigns such as press adds, PR, Packaging, social media, sampling, on-pack promotions, in-store engagement; concepts for grabbing people on the streets or fresh thoughts for how our bottles and packs look.

We want you to think about the moments, formats and contexts in which we can most successfully engage with our target audience.

How can we spread positivity and connect with this audience in fresh and memorable ways?

Range of refreshing good, honest, great tasting drinks:

• 750ml Sparkling fruit juice
• 275ml Still & Sparkling Fruit Juice
• 400ml Still Fruit Juice Drink

Available in Tesco, Asda, Sainsburys, Spar and cafes, parks, deli’s and restaurants across the country.

Target Audience

18-35 yr old millennials. 

• United by attitude rather than age, sex, money or geography
• Healthy but not obsessive eg. they go to the gym but they will enjoy that slice of cake
• Want quality at a fair price
• Lead busy lives and use technology to save time and communicate
• Sociable, Ambitious, Adventurous
• Must talk regularly to them, they care and can help
• Marketing savvy..... keep it real!
• They are socially conscious
• Work hard – play hard ethos
• When would they drink FG? At lunch in 275ml or 400ml format and then in the evening with their meal instead of alcohol (750ml larger bottle poured into glass)

What does our consumer think?

I do not want to compromise. I want tasty healthy, natural drinks that have no added sugar that make me feel good.

I’m making a positive choice without compromise.

What do they Think/Feel/Do now?

They may have some recognition of the FG brand but no top of mind awareness and they are not aware of the brands relevance for them.

They are cynical about what is in drinks. Unsure about what has extra sugars in following sensational journalism on proposed healthy options having addition sugar added.

They balance between calorie intake (diet cokes fanatics) and looking for clean labels and healthier products.

Core Communication

100% Natural 

FG doesn’t compromise. Never any added sugar, (1 of your 5 a Day), 100% Natural Ingredients. No artificial colours, flavours, preservatives – so you can feel good every day.

Brand Positioning and Tone of Voice

Honest. Big Fruit. Fun Fruity. Upbeat. Modern. Not worthy. Not Preachy. Good Honest Fun.

Market Context

The soft drinks category is highly competitive and heavily promoted. The areas in growth are healthier ones such as water and flavoured water.

There’s currently a backlash on sugar in the category and products that claim to be healthy but really have additional sugars added in. Feel Good has no sugar added except the naturally occurring sugar in the fruit.

Tesco have recently removed high sugar drinks from kids category.

Deliverables & Additional Information

www.feelgooddrinks.co.uk

Facebook: Feel Good Drinks

After reading over this information as well as looking on their website/blog and videos on youtube I developed a clear understanding of the brand and what they were trying to promote. One video showed customers praising the existing packaging and taste over other similar brands such as J20 which had added sugar in which they could taste they also stated that it clenched their thirst more and made them feel a lot healthier afterwards. I noticed that as the brand itself has already been successful established I wanted to work on the overall promotion of the product. So therefore I decided to create a series of bus stop posters. I looked at similar adverts such as the recent one for oasis.

 

OUGD505 - Show Me The Money Exhibition

Show Me The Money Exhibition Tour

Explore images of finance from 1700 to the present

22 January 2016

Time 13:15 - 14:00

Duration 45 minutes

OUGD504 - End of Module Self-Evaluation

End of Module Self-Evaluation

This module has been enjoyable as a whole, as it focused on a few things I am particular passionate about. These include; leaflet design and logo/branding although these were enjoyable I knew that it was necessary to focus on the other two briefs in more depth as I wanted to acquire more skills sets. I believe I certainly fulfilled this due to the outcome of each brief. 

Studio Brief 1 allowed me to explore and understand the design process by conducting significant research on the subject matter and using this knowledge to process a well thought out production of a leaflet, including folds, typeface choices and colour schemes. Setting myself the aim/concept of wanting people to pick it up and read it, some of my design choices were based upon this. I think it is important to set yourself a goal when designing for a purpose in order to fulfill it. Leaflets are in high demand for businesses and I have produced them for clients in my freelancing business prior to this. However, working on this enabled me to create more skills/knowledge such as different types of folds, which I will be able to use in my future career as well as now in my own little business. 

Studio Brief 2 was also enjoyable as I have a keen interest in branding. As this brief also had time constraints it enabled me to focus and organize my work and get feedback in enough time, however this also gave me some restrictions. For example on a commercial level the logo would have been printed onto some merchandise but as I didn’t have time, I photo shopped some images but this wouldn’t be accepted in a real life industry situation. Branding is something I have always enjoyed and hopefully I will lead down this path in the future.

Studio Brief 3 was developing on my previous knowledge and because of this a few things did go wrong such as accurate measurements and poor stock choices. For example my front cover was printed on a white gloss thick stock but as my design was orange when it was scored some of the print lifted leaving the white of the paper showing. I fi managed my time more effectively on this module I would’ve used an orange shiny stock to eliminate this. The production aspects of this brief were focused on a lot more than the actual editorial design as I knew that this is what the module wanted us to focus on a lot more so most of my time and effort went into the binding method and I believe it to be one of the best pieces of work I have done. The precision and application of the bind made it look really sleek and professional it was just a shame the front cover didn’t work out as well as I had planned.

Finally, Studio Brief 4 was something completely new to me. Having to complete this forced me to find out things I didn’t already know and apply the information I found out to my design. I also found that editing and making slight improvements could completely change and improve your design significantly. For example I decided to change my artist last minute as I found an album cover I really liked. Not only did this influence my design it greatly improved it. This brief also allowed me to think on a commercial level and establish the relationship between the user, designer and developer. Meaning the designer should not only be designing for the user to easily understand and navigate through the webpages but also design so that the developer can easily comprehend what the designer is aiming to do via interlinks/buttons/different pages etc. through the effective use of wireframes. I also found that the use of grid systems could really influence whether you’re designing for desktop and mobile. Once the initial desktop design is produced you can easily modify the design slightly to suit the mobile and tablet versions however the use of grids and accurate dimensions and dpi in necessary in order for it to be functional. 

OUGD504 - Studio Brief 03 - Evaluation

Evaluation 

I really enjoyed this brief as it has enabled me to improve on my previous skills on layouts and editorial design as well as improving my knowledge and skills on book binding. 

Although there are a few things that did go slightly wrong and would’ve had to be corrected if my book was to be published on a commercial level.  These included: the quality of my photos was quite poor due to my photos being taken on an iPhone. This would be easily corrected by using a professional camera. Although I did use a few photo editing and layout techniques on Photoshop to improve the visual appearance of them. I also found it very difficult to design the dust jacket. As it was challenging to ensure it was an accurate measurement and fit around the hard cover bind. After realising I couldn’t do it accurately without actually making the hardback cover first I still found that a couple of my designs on it weren’t in the right place. For example, the wavy circle on the front page wasn’t central due to this. I also used a slightly thicker stock, so it didn’t stay round the cover without the use of sticky tape, I didn’t use glue, as I wanted it to be removable without leaving a mark.

If I had managed my time more effectively I would’ve measured each element out accurately and got better quality photos. But all in all, I was really pleased with the outcome of my book as it looked really visually pleasing and it solved its purpose.

I have carefully considered the production of this book by doing various binding methods rather than the contents. I felt the binding method I chose the most professional looking with also adding my own twist of a dust jacket which was their for visual appearance rather than collecting dust on a library shelf, I wanted people to want to pick up my book and read it in stead! Each page was designed to be easily read and a quick source of information.