P3 - Pitch documentation

 




                              Market research mood boards


Firstly, we looked at different drinks in the market to see what flavours and designs they have, we want to make the Effervescent healthy fizzy drink unique and find a USP for the product.









                     Where does my brand sit in the market?


I am tasked to make a healthy fizzy drink with one of these natural ingredients: apple, banana, strawberry, mango, pineapple. I have looked at the different healthy and unhealthy fizzy drinks in the drinks market, and I have evaluated that Banana will be the best flavour to use for my healthy fizzy drink. Not many other fizzy healthy drinks have banana and this is the USP of my drink product, therefore this drink will stand out from others in the market. 

This Lotte Milkis fizzy drink is one of the only banana fizzy drinks I could find. This is more for a child target audience.





   Genres and conventions in advertisements

Advertisements all have different rules they follow to fit in with the genre. This helps the adverts be successful and more engaging.

Propositional messages are messages that advertisements use to tell us or show us why we need to buy the product. This is effective because the production team can base the advert around the propositional message. This also tells the target audience the purpose of the product and convinces them to buy it. Here are the different propositional messages that adverts can use:

Type 1: Adverts that establish a common ground with the audience

Type 2: Adverts that fulfil a need

Type 3: Adverts that offer a solution to a problem

Type 4: Adverts that offer a clear benefit

My advertising campaign message “For a happy, healthy and Instagrammable morning” is what all my advertisements are based around. The campaign message is like a slogan that helps the audience remember the product and its purpose. My adverts will be based around social media; the advertisements will tell the audience that they can post photos of the can and post them on social media to possibly get more likes and positive comments. The print and web advertisements will use a phone and tablet borders to show how someone is taking a picture of the effervescent can on the beach (print) and taking a picture of the can with their breakfast (web banner). For the Effervescent advertising campaign, I will use the type 3 propositional message: adverts that offer a solution to a problem. For my TV advertisement, the problem is the character is only getting a few likes on social media and a few negative comments which makes them feel sad. However, the solution will be that drinking Effervescent and posting pictures of the can on social media could get the target audience more likes and positive comments. 

Celebrity endorsement is when an advertisement uses a celebrity to advertise the product and to connect to the target audience. The celebrity catches the audience’s attention and the celebrity promoting the product alone will make an advert more popular and will influence some people to buy the product. A celebrity can also relate to the target audience based on their age, the celebrity’s career… I won’t be using this convention for my Effervescent advertisements because I cannot take a picture of a celebrity and it is very unlikely to get any good creative commons or royalty free image of a celebrity.

Another convention of advertisements is Shockvertising. It is mostly used by charity adverts to help scare the target audience to donate to the charity or in general terms, shock or scares the audience into remembering the advert and its message. I won’t be using shockvertising in my Effervescent advertisements because I am aiming for a happy and optimistic good vibe around the Effervescent canned drink, I don’t want to scare my 16–25-year-old target audience because this is the opposite effect I want, and this could stop people from wanting to buy it.

A USP (Unique Selling Point) is a convention used in adverts that helps the product stand out from other competitors in the market, this tells the audience why they should buy that specific product and not others in the market. For my Effervescent canned drink advertising campaign, I created a market research document and found that only a small minority of drinks have a banana flavour, I didn’t find any fizzy drinks that are banana flavoured. As a result, I am going to use the banana flavour of the Effervescent drink as the USP of the product.

A logo is a key convention of advertisements, they are very recognisable and memorable and help create a strong brand identity. I am going to use a logo for my Effervescent canned drink and advertising campaign to help convey the happy and fun nature of the drink, I want my target audience to remember the brand and by creating a memorable logo I can achieve this.

Hard sell is when the advertisement tells the target audience straight to the point what the product is and why they need it. Adverts that tell you to “buy the product now” and create a very forward call to action for the target audience are hard sell techniques. Soft sell is when the advertisement shows the product through the narrative or storyline set up by the advertisement and the product isn’t in your face. For my Effervescent advertisements (especially the TV advert) I want to use soft sell advertising. I want to connect with the target audience by using a storyline based on the can getting more likes on social media, I want to be relatable to the target audience and plant a seed that tells them they should buy the Effervescent healthy fizzy canned drink to possibly get more likes on social media. I also want to show them how the Effervescent drink could make them happier. This convention won’t annoy my target audience and it will create a happy and positive brand identity.

Technical codes are how the camera is positioned or how something is edited to create a certain vibe or show off the product (this links to mise en scéne which means placing in the scene, camera shots, angles and movements are all elements of mise en scéne). I will use technical codes in my Effervescent TV advertisement especially because I will be using close ups and extreme close ups of the can to show it to the target audience and other camera shots, angles and movements. I will also be editing the TV advertisement so the first morning is monochrome (to show how sad the character is without the Effervescent drink) and the next morning is bright and colourful (to show how happy and optimistic the character is with the Effervescent canned drink). I will also edit the can, so it looks bright and heavenly. 
Audio codes are speech, dialogue or sounds in an advertisement. Audio codes will be used for TV adverts to make the advert more interesting and catch the attention of the audience by saying a slogan. I will be using audio codes in my Effervescent TV advertisement. I want to use the click of a kettle, a fridge opening and background music to captivate my audience and create a more interesting TV advert.

My print advertisement is A4 so it will fit in a magazine (210 x 297 mm), and my web advertisement is 336 x 280 pixels because pixels are how things are measured on a device and on websites.






Here I have created a production schedule and GAANT chart to help me plan the production of my canned drink. I have considered the pre-production and production process for these. 

 Launch dates and logistics of advertising campaign



I have been asked to create an advertising campaign for a healthy fizzy canned drink by Coca Cola LTD, I will need to consider the launch dates and logistics for the campaign. The client brief has asked me to create a new drink design and create an advertising campaign that includes a print and web banner advert, I will also be creating a TV advertisement for the canned drink. I have decided to create the drink brand called Effervescent and the advertising campaign is going to be based around how Effervescent has a sleek and trendy look that could possibly get you more likes on social media. My advertising campaign message will be “For a happy, healthy and Instagrammable morning”.

Logistics refers to the times in the year when the Effervescent multimedia advertising campaign will run. I want to use the pulsing logistic. This means the advertising campaign will run all year around, but it will also mean the advertising campaign will pulse more around certain times in the year. I chose this logistic because the Effervescent drink looks very tropical, therefore it would make sense for the advertising to pulse in the summer. However, anyone can consume the drink anytime and the purpose of this drink is for it to be consumed in the morning so the consumer can have a happier and optimistic day. 

I will use the launch date of the 1st of May 2022 to take advantage of the upcoming summer season. This will also mean the general public will be aware of the Effervescent drink before summer so when they do see the can in supermarkets, they will pick one up.  




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