Share the Secret Rejuvenating Purdey's
Georgina Korrison N0391454 FASH30002
To Revitalise, Rejuvenate and Re-engage the health drink Purdey’s with its consumer and restore a strong position in the health drink marketplace.
Contents
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Setting the Scene Methodology Market Place A Large Problem Bittersweet Sugar Naturally healthy, Naturally functional The Rise of the Healthie Culture What this means for Health Drinks The Consumer The need for transparency Health-driven Who are these consumers? How do they behave? Consumer Profiles Key Findings Purdey’s Current Packaging Current Brand Identity Model Point of Sale Analysis Current Communications Trend Innovation Curve The Problem Need for Change What have I found out?
Fig. 1 Detox Water (2014) by Somedayslovin
70 The Big Idea The Big Creative Idea Cultural References Final Design Equation
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Package that Product Why is packaging so important? The Green cup The “Smart Things” Revolution The Forgotten Senses What can Purdey’s take away Creative Outcomes Word of Mouse - A Whispering Campaign The Bottle The Micro Site Measuring Success Future Recommendations Conclusion List of References List of Illustrations Bibliography Appendix
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With greater global awareness of the need for healthier diets and consumer choices, companies are increasingly presenting flavoured and functional waters as a welcome middle ground between soft drinks and water. (Richard Hall in Gelski, 2013)
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Setting the Scene Currently we are in an age of booming health-conscious individuals who are becoming more inquisitive about their physical and mental wellbeing. With widespread access to health information through technology, we are becoming increasingly educated about our own wellbeing. A dramatic ‘62% of UK internet users are searching for healthrelated information every day’ (Mintel5, 2013) and this is affecting consumer’s buying behaviours, despite functional products retailing at a high price. (Key Note, 2013) Crucially, our health conscious nation is providing a unique catalyst for the health drink sector. 62% of survey participants (see Appendix 7) believed that health drinks are becoming more popular due to more health-conscious
consumers, (Survey, 2014) there is a demand.
‘The global functional drinks market has been forecast to increase at a compound annual growth rate (CAGR) of 8.7% for the five-year period 2011 - 2016, increasing from total revenues of $59,103.9m in 2011, to a value of $89,665.6m by the end of 2016’ (Angelis, 2013) The health drink market sector is rising drop by drop and will continue to benefit due to the various health concerns that are sweeping our nation. As Helen Lewis, an author and journalist specialising in food and drink trends, remarks in her Ten Top Trends for 2014; ‘tackling obesity and other health and nutrition issues are forecast to be imperative to the food and drink industry over the next year’. (Lewis, 2014: 9)
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Fig. 2. Mermaid three-quarter-length Run leggings (2014) Sweaty Betty
Our nation is “getting fatter”; half of adults are predicted to be obese by 2050 and (Boseley2, 2014) the UK government are introducing ways to improve this problem, such as the ‘5-a-day’ initiative set up to encourage the public to consume five portions of fruit or vegetables every day, (Key Note, 2011) which also currently operates in the USA and Germany. However, Australia and New Zealand have taken this a step further and promote a ‘7-a-day’ policy. Another health concern is the amount of sugar; it may not be so “sweet” after all. Currently, consumers are concerned about the growing levels of sugar fizzy drinks, such as Pepsi. (Key Note, 2013) However, there is some potential positive news; ‘these sugars are naturally occurring and cannot be removed. The sugar present is equivalent to the natural content of the original fruits and, as such, is perceived as healthier’, (Key Note, 2013)
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a counter-argument to be explored in the sub-chapter Bittersweet Sugar. We should grasp these problems and turn them into opportunities. The main focus for this dissertation looks at Purdey’s, a lightly carbonated fruit-based health drink, and how it can rekindle its flame with the health-conscious consumers of today and thrive in the new, buzzing marketplace. This project will focus on revitalising Purdey’s existing product, Rejuvenate, in the UK market as research has shown that more than half of UK consumers drink health drinks (Price, 2013), reflecting the strength of the diet segment. Key Note predicts that ‘healthier’ options will eventually outsell ‘regular’ versions of traditional brands, (Key Note, 2013) so watch this space.
Fig. 2. Mermaid three-quarter-length Run leggings (2014) Sweaty Betty
‘In general, the health and wellness market is under-developed at this point. By that I mean the market is moving in that direction; consumers want healthier refreshment. It will be around for a long time, and I think we are going to see more innovat[ion] around the corner’ (Gary Hemphill, director of the Beverage Marketing Corporation in Philips, 2012) 11
Methodology
Method
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Why?
What I found out
Health Drink survey sent out to 56 respondents
To find out whether they had heard of Purdey’s, what they know of it and what their opinions are on the current packaging. I also wanted to find out what where the important elements of packaging, what their “go to” health drink was and what colours/symbols were associated with specific words, such as health and energy.
A large proportion (37 out of 56) had never heard of Purdey’s before. They knew it was expensive and packaged in a silver bottle. I had a predominantly negative response on the current packaging, such as that it looked clinical and too expensive. Part of your 5-a-day was the most important element to include in drink’s packaging. Vitamin Water was the most popular go to health drink. Health was associated with clean colours, such as yellow and green, energy meant red and lightning bolts, on the go lightweight and stripes.
Focus group with 6 respondents from gyms who consider themselves to be healthconscious consumers.
To see what they think of Purdey’s – the packaging and drink itself and how colour affects their decisions on the flavour/ experience of product. I also wanted to find out if their perceptions change when there is no branded packaging just the colour.
Green was the favourite coloured cup when they drank the liquid, because it highlighted the environmental properties and was flavour neutral. They didn’t like the fact that they couldn’t see the liquid and felt that the illustrations on the packaging were weird and unnecessary. The glass was too heavy it if it’s meant to be marketing as an on the go drink and it looked too expensive. Cardboard was the material of chose for their ideal health drink, because it is light and recyclable and a cap that doesn’t leak.
Covert research in Boots during lunchtime by the chilled drinks cabinet.
To see what types of drinks people bought and also track their purchasing and decision making journey.
Water was the most popular drink followed by fruit juice. Nobody bought Purdey’s. When people were deciding what to buy they tended to only look at the front of the bottle and not turn the bottle around. Men made quicker decisions than women. The drink was usually the last item to pick up; sandwich and crisps first in the meal deal. People made their quickest decision when they chose water.
Bias?
Success?
Over half of the people were only ages between 18-24 years old, so this does not give an accurate representation of the general public.
I was aiming for over 50 respondents so I could gain some insightful responses and I received 56 responses, so that was positive. It was really surprising to see how many people disliked the current packaging and had never heard of Purdey’s, which is good because it backs up my reason for deciding to repackaging the product.
I put posters up in 4 gyms to target health conscious consumer. I received several responses; however they were all students so the average age of my respondents were 21 years old, which wasn’t ideal. I was hoping for some consumers aged between 20-30 years old. They all had a keen interest in keeping healthy which was good.
Yes – their answers were very informative and highlighted key positive and negative points about Purdey’s and health drinks.
It was during lunchtime from 1:30pm, so it was busy and therefore there was a wide variety of ages, both men and women, so there was no bias.
I observed for 1 hour and managed to record 95 consumers, which I think was very successful. I found their buying journey around the store the most insightful and I also managed to interview the Assistant Manager, which was a bonus!
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Methodology
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Purdey’s Point of Sale photographic observation
To see what other competing brands Purdey’s sits alongside on the shelf, identifying their visual properties. Does Purdey’s stand out on the shelf?
Greens and blues were the dominant colours. Organic imagery, such as palm trees, fruit and plants were regularly used. Purdey’s is quite short in comparison to other bottles and is the only brand that uses glass. There are other brands that use metallic, so it does not stand out visually.
Interview with Julian Mellentin, Director of New Nutrition Business, a strategic company that offers advice for food and beverage businesses.
New Nutrition Business released a 12 Key trends report (2014) on the beverage industry and it’s primary trend was based on natural and functional drinks. I wanted to question him further on this trend and what his thoughts are on the health drinks sector and where it is heading in the future.
He believes the health drink sector is a consumer-driven trend where people see health as a lifestyle choice. The main drivers in the sector are the smaller companies, major brand such as Unilver and Nestle are lagging behind. There is a rising concern on sugar in drinks at the moment so “no added sugar” will be a powerful packaging message to include.
Packaging Innovation Show 2014 and Food and Drink Expo at the NEC, Birmingham.
To find out slightly technical, future-thinking methods used in packaging that I might be able to adopt in my bottle designs. To identify other health drink brands already operating at the moment and compare them to Purdey’s.
I learnt about NFC (Near field communication) chips that will embedded in the packaging and will enable consumers to find out about the product; films, marketing campaigns, music wirelessly through their smartphones.
Read journal articles from Appetite and Flavour Journal, such as ‘Colour influences sensory perception and liking of orange juice’ (2013
To gain a scientific understanding into how colour, shapes and the receptacle can affect the flavour of the drink.
More rounded shapes typically matched sweet flavours, whereas angular shapes represented bitter or carbonated beverages. Having information about the nutrition values on the product packaging will increase the chance that people thing it is safe for consumption.
Read 12 Key Trends report in Food, Nutrition and Health by New Nutrition Business
To gain insight into 3 specific trends for 2014: naturally functional, energy and sugar.
The target consumer for Purdey’s are categorised as ‘lifestyle consumers’, people who are interested in maintaining their wellness. Let the ingredients speak for themselves; fewer, simpler ingredients are more impactful. There is an opportunity for natural energy drinks as regular energy drinks are being associated with sugar.
I took pictures in GNC, Holland and Barrett, Waitrose and Boots, so there were a wide variety of brands on the shelf for the different types of consumers that they all individually target, therefore there was no bias.
It was a quick and easy method of getting great visual results. It was also easy for finding competitors for Purdey’s, therefore I think it was successful.
It was great to interview the director of the company, because he was very knowledgeable of the industry and he had no attachment to Purdey’s so gave some harsh critique on the brand, which was good!
It was extremely successful, because he attached the trend report (free of charge!) in the email, was proved to be extremely useful. His insights were expected in some ways, but it was good to have the clarification.
No bias
The packaging show was a bit too technical for me to understand, however I managed to pick up a lot of free magazines and leaflets that contained some very useful information.
Most of the journal articles were written by several researchers, so I feel the information was credible, coming from an authoritative source.
Yes, the Journals provided me with a lot of recent articles between 2012 and 2014, which was relevant for my project. I also went on to picking other articles written by the same researchers, so it was a good starting point.
Despite the company specialising in food and beverage companies I don’t think they would be bias at all, concentrating on their findings and predictions for the future as this will hope businesses and their clients.
It was extremely successful and helped me to understand my target consumer especially. It also highlighted a key competitor for Purdey’s too.
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Fig. 4. Coke pouring sugar (no date) by Nathalie Louvel.
Market Place This chapter will focus on the key drivers of growth in the health drink sector: A Large Problem, Bittersweet Sugar,
Naturally healthy, naturally functional and The Rise of the Healthie Culture.
Fig. 3. Apple and tape measure (no date) by My Kitchen Capers.
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in the UK dults a e es
Proportion
of o
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A L a r g e Problem
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%
There are many variables that influence obesity, some of which are out of our control, such as genetics and the ageing population to name two, (Triggle, 2014) however those that are in our control, can be dealt with. Here, in the UK, we have one of the highest proportions of obese adults in Western European nations (Mintel5, 2013) with more than six in ten adults (63%) in the UK classified as overweight or obese (Mintel3, 2013). (see figure 5) This national issue needs to be controlled before it costs the NHS another annual £5 billion, it currently budgets for treating health-related problems associated with obesity. (Mintel3, 2013) The food and beverage
sector are at the forefront of this fattening blame. ‘The consumption of liquid calories has been implicated in the development of obesity and weight gain’ (McCrickerd, 2012: 1) and this is creating a negative outlook for the beverage sector (see SWOT on p.39), in particular those that choose to supplement their drinks with fructose, in a bid to be “healthy”. Fructose has been under scrutiny for driving the epidemic of obesity (Porter, 2014) and its future will be further analysed in the next sub chapter Bittersweet Sugar.
Fig. 5. Obese adults in UK (2014) own infographic.
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average calories served reduced to
10%
Many multinational food and beverage giants have admittedly noticed their guilty contribution towards the upsurge in obesity, and are desperately trying to cut back on the calories in their products. A Mintel report (2013) titled
Coca Cola Brings Anti-obesity Push to the UK talks about the
Fig. 6. Sprite and Coke (2011) Soda head
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anti-obesity advertisement campaign Coca Cola released to raise awareness of their new Coke Zero Range. Coca Cola have also chosen other methods to promote their responsibility towards anti-obesity, replacing the sugar content of Sprite with a low calorie stevia (a calorie free substitute for sugar) and partnering with UK sports charity StreetGames. They also make sure they display calorie content on-pack (Price, 2013) responding to the Government’s current pledge to cut down on calories (see figure 6) (see PEST
on p.31). Additionally, many UK supermarkets have responded to this anti-obesity, caloriecutting notion, such as Morrison’s who launched a healthy food range called NuMe in 2012. ‘Mars also aimed to reduce the calories in all its chocolate products to no more than 250 calories per portion by the end of 2013’. (Mintel3, 2013) The beverage sectors main concern, in particular for Purdey’s and other health drinks is ensuring they abide with the Government’s calorie reduction pledge (see PEST on p.31 for more details) and are positively associated with supporting antiobesity by actively reducing their sugar content.
Fig. 7 Spoonful of sugar (no date) by Anon
‘Sugar is being targeted as public enemy no.1 and it is the hottest question in nutrition right now; which is worse for us – fat or sugar?’ (Chris van Tulleken, 2014) 21
Bittersweet Sugar Robert Lustig, a Professor of Paediatrics at University of California and author of Fat Chance says ‘we have a metabolic health crisis and our world sugar consumption levels have tripled over the years’. (Lustig in Porter, 2014) So, what’s the verdict? Is sugar to blame for the upsurge in obesity? In a recent television programme, Sugar vs Fat (2014), two geneticallyidentical twin doctors, Dr Chris van Tulleken and Dr Xand van Tulleken, took part in a month long experiment, which led to unexpected results. Dr Xand van Tulleken received the short straw after eating the high fat diet. His body didn’t respond to insulin as well as Chris on the high sugar diet
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and he was close to becoming pre diabetic. The final result of their debate however, was that neither fat nor sugar was to blame; a deadly 50/50 fat and sugar combination was most damaging, for example a sugar glazed donut.
It is important to analyse sugar further, whether it is in the form of fructose (natural fruit sugar) or glucose (a simple sugar in carbohydrates,) because it is a primary ingredient in a large amount of beverages. ‘Sweetness is a signal that there’s energy and we like it’, (Johnson in Porter, 2014) so why would manufacturers choose otherwise? The global demand for sugar is expected to rise by 25% by 2020, (Tran, 2013) and according to Sugar Rush (2013), a report published by Oxfam, this is affecting small-scale farmers and their families with land conflicts and acquisitions. However, it is difficult to hold companies accountable, due to the lack of transparency by food and beverage giants.
Fig. 8. Sugar cubes (no date) by Anon
‘Most of the biggest food and beverage companies do not even disclose how much sugar they buy or the countries they buy it in [from], let alone the names of their suppliers or the social and environmental impacts of their sourcing.’ (Tran, 2013)
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Fig. 9. Poison sugar (no date) by Anon
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Sugar is a trap Fructose is creating a stir in many consumers’ minds. It has the lowest glycaemic index (GI) rate of all the sugars at just 19 compared to glucose at 100, simply signifying to the customer that it is better for us - right? Sean Strain, a Professor of Human Nutrition at University of Alcester believes otherwise; ‘the public will see [low GI] health claims as an endorsement’ (Strain in Porter, 2014), but in fact it’s an illusion, because ‘it doesn’t raise blood glucose levels at the beginning’. (Strain in Porter, 2014) It starts to rise afterwards when you are least aware. Barton (2011) agrees with this delusional dilemma and whilst believing that the health drink market is a big business,
she thinks drinks contain more sugar than many consumers believe - a trick of the mind. The flavoured drinks market was under scrutiny in her article titled The Truth about Health Drinks where This Water, a flavoured water range, is known to contain a shocking 42g of sugar in one bottle. Sarah Smart, This Water’s marketing manager responded:
‘This Water drinks are made from pure squeezed juices from real fruits, spring water and sugar. The sugars found in our drinks are made up of the sugars in fruit juice and sucrose, which is needed to ensure that our drinks taste great – without it, they would taste too sharp.’ (Smart in Barton, 2011) Ian of
MacDonald, Professor Metabolic Physiology
challenges that lie ahead for the beverage industry ‘will be to do with the rising consumer concern (and media attention) given to our intake of sugars’. (Mellentin, 2014) Brands should try to steer away from the negative connotations associated with the bittersweet ingredient to keep consumer speculation to a minimum.
Fig. 10. Feed your Brain (no date_ by The Curious Brain
at University of Nottingham, is also not convinced that sugar is the villain. MacDonald says ‘very few people consume fructose on its own in their diet [and] there is no difference between fructose and glucose – it was overfeeding that was the cause for consuming extra calories’. (MacDonald in Porter, 2014) Additionally, Dr Richard Mackenzie, Senior Lecturer in Cell Metabolism and Diabetes at the University of Westminster claims that ‘glucose is the primary and best fuel for the brain and memory’, (Dr MacKenzie in van Tulleken, 2014) therefore it should be an important part of our diet in moderation. There seems to be a strong juxtaposition surrounding the various refined sugars and the
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Fig. 11. What health means (2014) own infographic
HeartGlow
Plant
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Green
Blue
Smiles
Ergonomic Green medical cross
Fruit shapes Stethoscope
Health is defined in one of many ways by consumers today. In a survey titled Health drinks (see Appendix 7) (2014), the respondents were asked to write down any colours and shapes they associated with the word ‘health’. As figure 11 shows on the left, the answers were completely random, ranging from a stethoscope to a heart. Despite the different answer, it is important to note the overarching trends: natural colours, clean shapes and organic imagery. Julian Mellentin, Director of New Nutrition Business remarks in his report titled 12
Key Trends in Food, Nutrition and Health 2014, ‘the good news for the beverage industry is that “natural” remains a very powerful idea in the minds of consumers’. (Mellentin, 2013: 11) therefore, amalgamating natural and health may be the answer for the booming health
beverage industry? Consumers are continuing to search for authenticity in brands (Jones, 2000: 32) and products during this time of economic uncertainty, and thus drink products that stand for purity and natural ingredients will shine through in the current marketplace. ‘With 75% of Europeans consumers, according to research by Kampffmeyer Food Innovation, seeing [natural] as meaning healthy’, (Mellentin, 2013: 11) it seems it can do no wrong. In a recent interview with Julian Mellentin (2014), (see Appendix 4 for full interview) he explained ‘people see health as a menu from which they make choices that suit their lifestyle.’ These new collaborative “naturally healthy” products most definitely have a place on our shelves today.
Fig. 12. Innocent Smoothie (no date) by Anon
Naturally
healthy functional
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Fig. 13. Activia Good from Within campaign (no date) by Anon
If products want to not only shine, but sparkle and glisten on the shelf, then it seems the right time to introduce the second contributing factor for success in the beverage sector…and this is being “naturally functional”. Both “naturally healthy” and “naturally functional” can work hand in hand together, if strategised in the correct way. As Jones, author of The Big Idea succinctly describes it; ‘one way to be authentic is to strip down your product, to cut out the frills, to celebrate the functional’. (Jones, 2000: 27) Functional products can be anything that provides the consumer with additional benefits far beyond its initial objective. They are ‘setting new parameters for functional foods and beverages, and putting more control back into consumer’s hands by providing
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them with perhaps healthier alternatives compared to other treatment methods.’ (French, 2011) In the beverage world, water is the most essential to life and health and was a popular option in the Boot’s Covert Research study (see p.48 for results). However, even water can become functional; ‘when the right nutrients are added to water; it becomes healthier, providing potential benefits far beyond just hydration.’ (McCaleb in Healthy Beverage Expo, 2013) Take Glaceau Vitaminwater for example, a functional flavoured water, sales grew by 34% in 2012 to £16.5 million (Scottish Grocer, 2013) and in the Health Drink survey (2014) 44% chose it as their “go to” health drink. The functional health sector is strong.
According to Cathy Arnold, a Senior Formulator with Fortitech, ‘one of the main drivers for functional products emerging in the drinks market is due to manufacturers looking to offer beneficial ingredients that have fewer negative connotations.’ (Arnold in Philips, 2012) As mentioned in the previous subchapter Bittersweet Sugar, there has been a large amount of media coverage surrounding the amount of sugar in drinks; therefore companies are persistently striving to find a way of changing consumer attitude. It has been noted that brands who offer this point of difference are keen to promote it on their packaging (see figures 14 and 15), but there has been a lot of controversy surrounding the terms brands are allowed to use. This limits their potential to communicate transparently to their consumers. The European
Food Safety Authority (EFSA) enforced a clampdown on functional claims in December 2012, which provided guidelines that food and drink products in Europe have to adhere to. Certain terms, such as probiotics and superfood are no longer allowed to be used (Mintel4, 2013). Activia is a successful brand that has moved away from visibly claiming to aid digestion and more towards implying Fig. 14. Actimel Posters (no date_) by Ilovedust functional health benefits. Their current marketing tagline of ‘Feel good from within’ features a new dancethemed partnership with the singer Shakira (see figure 13). She comments on the recent campaign, ‘I believe that taking care of your inner health is the key to personal well-being and the best way for me to communicate about feeling good is through the power of dance.’ (CNW, 2014). Fig. 15. Heinz Beanz (2013) by Linda Spashett
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Despite the political drawback, the need for product functionality is, and will be, greater than ever before due to a number of social and economic factors (see SWOT on p. 39 and PEST). ‘A downturn in the economy, increasing health care costs, an ageing population and mounting interest in attaining good health through diet are all helping to drive consumers’ desire’ (French, 2011) towards “functional” drinks. Maryellen Molyneaux, Founder and President of Natural Marketing Institute (NMI) believes that the recession has been the driving force behind the cost-conscious consumer of today. They want to get more from their purchase, and this includes the functional benefits that the beverage will provide. (Molyneaux in Sepessy, 2012) A win, win situation.
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Beverages are going to account for a big chunk of the market because they’ve shown to be good carriers of functional ingredients, and I don’t think the same can be said for large parts of the food industry.’ (Thomas in Sepessy, 2012)
The rise of the healthie culture It’s important to look at Health and Wellbeing as an overarching trend for this project in order to distinguish the main trend drivers and futures, which may have a direct impact on the future of Purdey’s and other health beverages.
‘Healthy living is now a core part of life…you can almost say that being in shape has become the new status symbol’ (Dorff in Reyner, 2014: 39)
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Fashercise Uniqlo has Athleta and Gap has Gapfit; now it’s time for another fast fashion favourite, H&M to take centre stage with their new sports range H&M Sport, which launched in February 2014. (see figure 16) By providing customers with water-repellent, wicking and breathable clothes, they have ‘recognise[d] the growing trend [and profitability] of sport and fitness in everyday life’. (Hendry, 2013) According to the founder and creative director of Sweaty Betty, Tamara Hill-Norton, ‘fit is the new it. Women in Britain are proud to show off that they work out, and they like wearing their workout clothes outside of the gym’. (Hill-Norton in Avansino, 2014: 64) Sweaty Betty is becoming a world renowned brand in the midst of this “active-wear revolution” and won the WGSN award for ‘Best Activewear’ in 2013.
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Fig. 16. H&M’s Activewear (2014) by H&M
Fit skin Say hello to beauty and body ranges designed to enhance the impact of your work-out. Mio Fit Skin for Life Workout Wonder is a muscle motivating gel that is designed to warm your muscles pre-work-out and 100 Active Bodycare’s Strength Shower Gel by Planet Organic cools your muscles afterwards (see figure 17). Let’s get social If you’re an avid “Instagramer”, then there is no escaping a “healthie” (see figure 18(; a combination of a “selfie” and “looking healthy”. ‘It’s sweeping social media sites as proud celebrities and gym enthusiasts showcase their toned physiques, hardcore workouts and toxin-free diets.’ (Varga, 2013)
Fig. 17. High Impact Treatments (2014) by Sunday Times Style Magazine
Fig. 18. Healthie (no date) by Facebook
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Community-driven Crowdsourcing platforms and social media are enabling online health communities to thrive, such as PatientsLikeMe, HealthCentre and IHadCancer, which ‘offer virtual environments, where people can share their personal details, treatment options and coping strategies’. (Mintel5, 2013) Communal workout sessions in public environments are becoming a big thing. Heyrobics is practiced everywhere from parks to rooftops and consists of cardio, music-based routines. ‘‘Sweat like a Swede’ is the strapline for what has been called ‘the world’s happiest
Fig. 19. Morning Glory Raves (2014) by Morning Glory Raves
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sport’’. (Holmes, 2014) Morning Glory Raves (see figure 19) is another community based fitness trend where you ‘‘rave your way into the day’ in a morning workout experience using dancing as the main form of exercise.’ (Varga, 2014)
Fig. 20. Aqua Spin (2013) by Joseph Cultice
Sport Mash ups Vanilla sports are not enough anymore. Instead, people are craving a mash up of flavours. Aqua Spin (see figure 20) is becoming a popular class where the bikes are seated in a swimming pool. ‘The benefits of this enjoyable workout are natural resistance from the water and less pressure and strain on joints’. (Varga, 2014)
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Sportstech We’re not getting any younger, and therefore self-monitoring your own health through wearable devices and your mobile phone will become more paramount than ever before. Mark Curtis, Chief Client Officer at design consultancy firm Fjord, predicts that ‘the smartphone will evolve to become a ‘soulmate’ device that knows your body better than you know it yourself’ (Curtis, 2012) and there’s already evidence to prove this. ‘Mobile apps are revolutionising the field of nutrition, fitness and dieting’, (Mintel5, 2013) such as Fooducate and MyFitnessPal, which provide a convenient and rewarding way to lose weight. Nike have the Nike+ Fuelband app (see figure 21) which uses Bluetooth 4.0 technology to connect the Fuelband to the app. It is easy-to-wear and Fig. 21. Nike Fuelband (no date) by Nike
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tracks your movement all day. Finally, Tesco launched their own Health and Wellbeing app in January 2014 and Taryn Siwale, the Content Manager at Tesco Diets, said in an interview (2014) they are ‘the only health app that provides all of the above (Health, Weight loss, Fitness, Wellbeing, Healthy recipes, Community forums and Barcode scanner) plus diet plans to accommodate medical conditions (like diabetes/gluten free)’. (Siwale, 2014)
Fig. 23. Numi Vegetable Teas (no date) by Liz Clayton
Fig. 22. Kale Lollies (no date) by Anon
Dejunking junk food Aspects of the food and beverage industry has gone health mad, from kale lollies (see figure 22) to egg-white crisps, there is nothing that food development teams can’t provide. Vegetables are also becoming the sweet alternative. Savoury yoghurts containing carrot, tomato and parsnip are a catch in New York and soon vegetable teas (see figure 23) might out compete English Breakfast tea! To round up, there are a number of different sociocultural factors providing a catalyst for change in the health and wellbeing sector. This subchapter has only scratched the surface, but there are some overarching conclusions that the beverage sector needs to bear in mind: ‘this is a consumer-driven trend (people just “like” the idea of things being naturally healthy) and somewhat media driven (journalists like to write about how broccoli and blueberries and coconut water are
“naturally good for you”).’ (Mellentin, 2014) The key for the future is to keep the consumer and media close.
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Fig. 24. Health drinks (no date) by Anon
What does this mean for health drinks? Here is a summary of the key findings in the form of a SWOT .
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2 39
Fig. 25. Consumer (no date) by Lorna Jane
The Consumer
‘Young consumers have grown up in a scary, poisonous, deceitful world where no product can be trusted. They can be held partly responsible for the uprising of healthy beverages, because they represent the transparent future.’ (McLean in Healthy
Beverage Expo, 2013) 40
The need for transparency Consumers have become suspicious shoppers, who need to be convinced with proof. (Mintel3, 2013) Therefore, it’s important for brands to offer greater transparency in order to grow and develop. Authenticity and storytelling will be what keeps consumers interested and ‘prepar[ed] to pay a little more when there are some authentic, genuine credentials’. (Taylor, 2003: 102) In relation to functional health drinks specifically, the under35s are the most enthusiastic cohort who are ‘least likely
to have sceptical views of functional products and the most likely to claim to have seen the benefits of using them’. (Mintel4, 2013) Just over half of this age group (51%) are prepared to pay more for these products as they get older.
Be authentic Tell me a story 41
‘Today’s wellbeing innovators cater to a generation…who have reached adulthood during a time of calorie counting, carb-cleanses and a wellpublicised obesity epidemic’ (Reyner2, 2014: 34)
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Fig. 26. Zero Gravity tights (no date) by Sweaty Betty
‘‘
Health-driven Dr Morgaine Gaye, Food Futurologist, commented in a visiting lecture (2014) that consumers are increasingly motivated towards ‘understanding their own nutritional needs’ (Gaye, 2014) through self-medicating due to the lack of trust in doctors. In the Horizon programme Monitor Me (2013), Professor Larry Smarr explains that ‘we’re almost at day 0 of a whole new world of medicine and what will come out the other end is a far healthier society that’s focused on wellness.’ (Smarr in Fong, 2013) Therefore,
companies that can offer consumers a greater healthfocused product will perform better in a marketplace of health-conscious consumers. (Fisher, 2014: 39)
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?
Who are they? Female 25-35 years old
Kathy Oneto, VP of Brand Strategy, believes that women are the main target; ‘the attitude of today’s woman about health and wellness is that they would rather live according to their internal motivations’. (Oneto in Johnseh, 2013) They are more motivated to be healthy, due to their body insecurities and wanting to feel more attractive (Mintel5, 2013) with 45% of them wanting to stay active and healthy for the sake of their family and friends compared to just 37% of men. (Mintel5, 2013) In terms of their age specifically, research
has proven that ‘20% of 30 years olds are more likely to be obese than 45 years olds’. (Reyner, 2014: 34) These thirtysomethings are having an important wake up call. ‘Health, for them, is a matter of necessity, not superficiality’. (Reyner, 2014: 34) This is applied further through the audience for Tesco’s Health and Wellbeing app:
‘Our target customer would typically be female, busy mum with a few children. She is conscious about her health but also the health of her family (husband and children). She is aged between 35 and 65.’ (Siwale,
2014)
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How do they behave? Benefit sought An important first step is looking at the motivations that persuade consumers to purchase in the first place. The top 3 salient attributes that drink packaging should provide, based on a survey (2014) (see Appendix 7), are shown in figure 27. One of the big driving forces is the benefits the product can provide; ‘busy consumers are more likely to change their behaviour’ (Graves, 2014: 15) if they believe something extra is offered to them. Another motivational behaviour is that they are information-seeking; ‘health information has been proven to influence choice [as it]
increases consumer awareness or expectations about the healthiness of a product and produces more positive attitudes towards it.’ (Azzurra, 2009: 2) As shown in the subchapters A Large Problem and Bittersweet Sugar, the socio-cultural factors such as the ‘occurrence of diseases in correlation to incorrect dietary habits, e.g. diabetes… makes health an increasingly important buying motivation.’ (Azzurra, 2009: 1)
Fig. 27. Top 3 drinks packaging attributes (2014) own infographic
Part of your 5 a day Ingredients are clearly visible Health benefits are clear
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The Purchasing Pathway
Covert research was undertaken by the chilled food aisle during lunchtime in Boots, Nottingham. The research looked at the physical path consumers took in order to analyse their decision-making behaviours, as well as the variety of drinks that were bought. Figure 28 shows the pathway that consumers undertook during the buying process. An interesting observation was when people bought water, they walked straight to the destination; as if their mind was already made up pre-
46
purchase. They knew exactly what benefits they were going to receive, and therefore the process was sped up. With other drinks, such as fruit smoothies and fizzy drinks, some consumers took a lot longer to decide and often walked from one destination to the other. It is evident from this observation that ‘the speed at which consumers pass through the various stages of the decision-making process varies widely’. (Hill and O’Sullivan, 2004: 104)
Water
Health Drinks
Energy Drinks
Fizzy Drinks
Fruit Juices Sandwiches Fig. 28. Boot’s Purchasing Pathway (2014) own diagram
‘Understanding the purchase journey is a hot topic…we always want a better picture of how and why people choose one product over another, what it is that really keeps customers moving towards purchase, and how we can use brand behaviour and communication to keep them on track.’ (Thompson and Varley, 2014: 13) 47
0
3
9
Fig. 29. The variety and number of drinks bought (2014) own infographic
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10
16
0
20
2
22
2
11
Fig. 30. Purchasing behaviour (2014) own infographic
Drin k Bu
ying
e er
the ht th r, te raig a w st ht d ug alke o nb rw he me W nsu o c
Men make quicker decisions
Zon e
Drink was bought last in the meal deal Look at front of bottle only
Figure 29 shows the variety and number of drinks bought during this period. Water was the most popular followed by fruit juice and the Boots Shaper drinks. Purdey’s was not bought once. Perhaps this is linked to the speed of consumer decision-making with time pressures during allocated lunch times. The final image (see figure 30) shows the different types of behaviour the consumers made during the 2 hour observation. The most important finding was that people often didn’t look at the
back of the drink, and instead just looked at the front. Philip Graves, author of Consumerology, believes that consumer’s ‘attention spans are short [and] the opportunity for instant gratification is increasing. In more markets there are too many alternatives to compare and too little time in which to make a balanced decision’. (Graves, 2014: 15) This highlights the importance of good label design; it will need to be striking and instantly informative from the front in order to generate the most sales.
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Purdey’s will need momentum The MEC Momentum cycle is a model that was created by MEC (see figure 31), a leading global media agency, and it’s a new approach that looks at understanding how people make purchasing decisions. This will be fundamental to understanding how to target Purdey’s consumer throughout the purchasing phase. Melanie Varley, the Global Chief Strategy Officer at MEC, comments on the cycle: ‘it gets under the skin of how people make decisions, unpicking the beliefs, whether preconceived or not, that they have about brands and how these influence behaviour, and the effect of brand communication throughout this journey.’ (Varley in MEC, 2013) From first glance, it is evident that it’s an ongoing process and supports the ‘growing recognition that the journey does not start and stop, but is a
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continuous cycle that we never leave, as we move towards our next purchase’. (Thompson and Varley, 2014: 13) The Passive Stage looks at the biases people develop towards certain brands during their daily life, as it is suggested, that before a consumer enters the shop, they subconsciously have positive or negatives biases influencing the brands they purchase. If you have a strong Passive Stage bias, you are going to consider fewer brands when making a choice in-store and buy more quickly, such as water that was evident during the Boots Covert study (see figure 29 on p.48).
Active Stage Trigger
Purchase Passive Stage
Fig. 31. The MEC Momentum Cycle (2013) by MEC
‘52% of
In order to make Purdey’s a strong bias for consumers; it will have to be distinctive and outperform its competitors based on its attributes, such as health benefits. The combination of salience and in-store touch points, such as packaging will confirm a consumer’s choice; ‘they are up to twice as effective at driving Passive Stage bias as some paid media’. (Thompson and Varley, 2014: 14) The Trigger is the needs or wants people require in order to propel into the Active Stage, such as ‘I am thirsty and need some energy so I will buy Purdey’s’. The Active Stage is
what people do when they are actively considering a purchase. The most influential touchpoints at this stage include special offers and in store drivers, such as packaging on shelf, shelf sign and how it is merchandised. At this point, the ‘decision-making is still emotionally driven, so brands need to look beyond the product and price and ensure emotional relevance is at the heart of what they stand for.’ (Hilpern, 2014: 42) Purchase is about when the consumer buys the product, but also what they do afterwards, making the circle complete.
people have a strong idea which brand they will buy before starting the process’. (MEC2, 2013) 51
Consumer Profiles Based on this research, three consumer profiles have been created for Purdey’s target consumer (see Appendix 4 for full interviews).
The Young Entrepreneur
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The Young Entrepreneur
Favourite colour
27 years old, Training and Events Coordiantor
“I would like to start a cake business making cakes without dairy/gluten/ nuts/eggs etc for people who have allergies/intolerances.”. (Hiscock, 2014) Social Media The Young Entrepreneur is planning on setting up my own business and have been using Facebook, Twitter, Instagram and Pinterest to upload product photos and is slowly starting to build a social media presence.
Fig. 32.. The Young Entrepreneur (no date) by Pamela Hiscock
Brand Diary Colgate toothpaste Nivea sensitive skin face wipes Boots Cucumber Face Moisturiser Crabtree & Evelyn Hand cream Body Shop cranberry lip balm Boots nail cream Herbal essence shampoo L’Oreal conditioner Johnsons Face wash Johnsons night face cream
PULL OUT
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The Young Entrepreneur
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The Social Sportswoman
The Social Sportswoman
Favourite colour
27 years old, Analytical Chemist
‘I like visiting new places, watching sport, playing sport, cooking, baking, cinema, watching films, going for meals/drinks and going on holidays’. (Sunderland, 2014) Social Media The Social Sportsman uses Facebook and Twitter to keep in touch with friends all over the world.
PULL OUT
Brand Diary Braun Oral B toothbrush Sensodyne toothpaste Tresemme shampoo and conditioner] Dove soap Olay No 7 Ghds Samsung mobile phone Batiste dry shampoo
Fig. 34.. The Social Sportswoman (no date) by Rachel Sunderland
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The Young Entrepreneur
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The Social Sportswoman
The Workaholic
The Workaholic Favourite colour
25 years old, Primary School Teacher
‘I have lost track of the world since starting my job.’ (Lloyd, 2014) Social Media The Workholic only uses Facebook to keep up with friends Brand Diary Colgate toothpaste and mouthwash Buxton water Go ahead Samsung phone Bic razor John frieda shampoo and conditioner Tangle teaser hair brush Nivea body wash Robinsons squash LG television
Fig. 36. The Workaholic (no date) by Annie Lloyd
PULL OUT
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Loyal to Brands Information-seeking Lifestyle-led
Key Findings Based on their daily brand journey, they all had the greatest loyalty towards beauty products, such as Olay, L’Oreal and John Freida. This is because ‘consumers choose products because they believe that the specific attributes of the product can help them to fulfil desired values through the consequences or benefits of product use. (Yee Lee, 2013: 95) This links back to the subchapter Naturally healthy, Naturally functional where consumers strive for products to be value for money with additional benefits. They are information-seeking and constantly using social media, more commonly Facebook, to keep up-to-date with friends and family. When asked what information they are most interested in about a product, ingredients were the most popular choice. ‘They are keen to know how
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products are sourced, what the inspiration behind them is and how they are made,’ (Banks, 2013) linking back to creating a strong Passive Stage bias to generate sales. They are lifestyle consumers who play sport at least twice a week, such as cricket and hockey and regularly go out to the cinema and eat in restaurants for fun. ‘They will adopt new brands and will pay a premium for a product but only if it supports their lifestyle.’ (Mellentin, 2013: 10)
3 59
Purdey’s This chapter will explore Purdey’s need for brand rejuvenation and to find out consumer’s current perception of the product to help identify a need for change.
‘I have an impression - which may be wrong that the Purdey’s brand has been rather poorly defined. It’s current pack design I think is suited to an urban higher-income, younger segment’. (Mellentin, 2014) 60
Current Packaging
Acetate on top
Fig. 38. Purdey’s (2014) own photograph
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Current Brand Identity Model
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Attributes
Personality Clinical Pretentious Minimal Industrial Brand Essence
Promise Rejuvenates Natural Healthy Vitamin-rich
Carbonated Fruity Exclusive Light-sensitive botanicals
Silver Glass Bottle Premium Illustrative Source of Authority Part of Britvic empire
‘Many carbonated drinks are perceived as unhealthy, whereas juice drinks — along with sports drinks and products such as Purdey’s (a lightly carbonated vitamin drink) and Coca-Cola’s Vitamin Water — are considered an actively healthy choice.’ (Key Note, 2013)
63 Fig. 39. Purdey’s Current Brand Identity (2014) own moodboard
Point of Sale Analysis
Fig. 41. Purdey’s in Boots (2014) own photograph
Fig. 40. Purdey’s in GNC (2014) own photograph
Purdey’s looks shorter and fatter compared to the other slimmer bottles
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Metal cans and plastic are the most popular material
Feminine pinks and natural greens dominate the shelves
Screw tops are favoured the most compared to sports caps
Organic imagery is subtly used to highlight the ingredients in the drink
Fig. 42. Purdey’s Current Communications (2014) own infographic
One small window o n website dedicated to Purdey’s
947 likes, last post Janua ry 2013
unica m t m i o
s on
r ent r u C C
88 followers, last tweet December 2011
Lack of awareness, little consumer engagement and no clear association with BritVic.
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Trend Innovation Curve
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Currently, Purdey’s is sitting in the “laggard” section. This is seen by the survey results (2014) (see Appendix 7) as only 32% had heard of Purdey’s, and those that did varied from 18-64 years old, no clear distinctive consumer. From my research, the current consumer would be defined as “late majority” who have very little influence on social media and are the last to adopt a trend. Purdey’s is not a new concept, however based on my target consumer and the rise in health related products, Purdey’s has the potential to be aimed at the “early majority” competing against the likes of Innocent, Fuze, Alibi and Aspire. These consumers are not starting the trend; they are the middle-men, discussing the product with their friends and family through physical discussion and via social media sites.
Innocent Fuze Aspire
Vita Coco Ocoo Reed’s Natural Energy Borba
Firefly Alibi
Purdey’s Vitamin Water Gatorade
Activate
Innovators Early Adopters
Early Majority
Late Majority
Fig. 43. Trend Innovation Curve (2014) own diagram
Laggards
Competition
Sales
Monopoly rs
tito e p
m Co
Inno va
ting
The problem According to the Product Lifecycle diagram (see figure 44), Purdey’s is in between the Maturity and the Decline phase, because it shares qualities from each. They have a lot of competition and are available in a variety of outlets from GNC to Tesco’s, however consumers believe the product is pricey and there is no promotion. There are many other products that offer the consumers the same benefits and more in an over-saturated market. Purdey’s is in need of revitalisation.
Idea
bran
Promotion
Research & Development
Growth
Stage 1
Stage 2
d
Maturity Stage 3
Decline
Stage 4
Fig. 44. Product Lifecycle Diagram (2014) own diagram
Purdey’s current positioning
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Trend Setter Activate Alibi Firefly Innocent
Need for change
Gatorade Vita Coco Exclusive
Inclusive Fuze
Aspire
Ocoo Borba
Vitamin Water
Reed’s Natural Energy Purdey’s Trend Follower
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The key points from Purdey’s current positioning that need to be considered in order to move towards the inclusive, trend setter gap in the percuptual map are: • Generating more brand and product awareness • Designing a bottle that is opaque to start with but then allows you to reveal the drink inside once you have bought it. • Making sure it’s lightweight so it’s easy to carry around and not breakable. • Add more colour to make it look less clinical and to reflect the rejuvenation and fruitiness of the drink. • Define target audience and encourage them to buy Purdey’s
Health claims need to visible on the front of the bottle
Colour is important to show the ingredients
Ingredients need to be clearly visible
It needs to be lightweight to use on-the-go with the addition of a sports cap
?
4
The consumer’s lifestyle and attitudes should be focused on; it defines the sort of person the brand mix will be designed for
What have I found out? The information on the left summarises the facts and recommendations that should be carried forward into the next stage of the project in order to successfully achieve a strong set of creative outcomes.
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Fig. 45. Share the Secret (2014) own moodboard
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The Big Idea
5
Share the Secret
The big problem for consumers with the current packaging was that they couldn’t see what they were drinking; the botanicals inside the drink are light-sensitive and therefore the bottle must be opaque. It’s all a big secret and consumers felt uneasy about this with the latest demands for transparency surrounding brands. Share the Secret will establish a point of difference enabling consumers to find out more about Purdey’s Rejuvenate; the colour, the ingredients and health benefits, building a sense of community and trust between brand and consumer.
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The Big Creative Idea It’s what’s on the inside that counts. Through the act of undressing and unwrapping the secret, it will make the consumer feel individual and trusted that they have unveiling something new and once previously guarded.
‘Brands that create an emotional connection to consumers are much stronger than those who don’t.’ (Lindstrom, 2012: 5)
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However, when does a secret stop being a secret? The urge for the consumer to share what they have found will be greater than ever and the word will eventually spread, most probably through “word of mouse” by social media using #sharethesecret. Once discovered, consumers will become part of a “club” of Purdey’s drinkers.
UN
Fig. 46. Peel back the layers (2014) own moodboard
dress veil wrap
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Cultural references Studio Roosegarde’s Intimacy Dress 2.0 (2011) becomes transparent based on personal interactions
Layers (2011) by Miha Artnak
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Repentir app allows art viewers to virtually peel back the layers of a painting to see how it was created
Anonymous social networking apps e.g. Whisper & Secret
It’s not what it seems (2014) by Hikaru Cho
‘‘
Roosegarde is exploring the dawn of nature, evolving from current technological innovating and creating interactive landscapes that instinctively respond to human kinetics and response’ (Teighi-Walker in Reyner, 2014: 25)
Fig. 47. Cultural references (2014) own moodboard
Giant Zipper (2013) by Jun Kitagawa
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Final Design Equation This moodboard shows the colour palette and other design features based on the The Big Idea and The Big Creative Idea that will be incorporated into the Creative Outcomes later on.
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Fig. 48. Final Design Equation (2014) own moodboard
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6
‘Packaging is environmental design. There is nothing “virtual” about a package. You touch it, you feel it, and if it really well designed, you keep it.’ (Tucker, 1996: 14)
Package that Product 78
Fig. 49. One Eighty malleable design packaging (2012) by Nikolo Kerimov, Juho Kruskopf and Artti Kuisma
Why is packaging so important? Packaging is a mixture of many different elements: colour, shape, texture, sometimes even smell, and without it, many brands would fail to get noticed. Packaging is, in one sense, permanent advertising. It is ‘an incredibly rich source of differentiation that has the benefit of being present with the consumer all the way through the life of the product.’ (Jones, 2000: 131) Julian Mellentin, describes it as the most important element of a brand’s identity. It needs to achieve shelf stand-out as ‘marketing guru Professor Mintzberg said back in the 1960s, it’s a 2-second advertisement for the product. Messages need to be simple and no more than 3-5’. (Mellentin, 2014)
Lastly, the packaging needs to look ‘cool’ in the minds of the consumer, Dr Morgaine Gaye (2014) said ‘it’s an accessory’, a status symbol that is speaking out to the world that you are walking the streets with a hip product. We have seen this change in packaging over the last 60 years, where historically the selling power was to offer function and now it is aspiration. ‘Consumerism was blossoming into the post-’80s behemoth we have today, a situation where much packaging has moved from ‘necessity’ to ‘accessory’. (Ringer, 2013)
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The green cup
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According to Lindstrom, the author of Brand Sense, ‘sight is immensely seductive’ (Lindstrom, 2012: 26) and comments in his book about the food and colour test that was performed by Dr H. A. Roth in 1988. ‘The drink had food colouring added to it at various stages in the test, changing its colour intensity. The volunteers believed that the stronger the colour, the sweeter the drink, but in fact this was the opposite.’ (Lindstrom, 2012: 26) In a focus group carried out with six volunteers (see Appendix 6 for full transcript) a similar test was carried out, but instead, the colour of the cup varied from yellow, green and red to see how the colour of packaging affects their flavour experience and perceptions. The Purdey’s liquid stayed the same, but the volunteers were unaware of this. ‘Colours create clear associations in our minds and these same associations can’t help but benefit brands’, (Lindstrom, 2012: 52) therefore, it was important to determine the
favoured colour. Green was the popular coloured cup; it signified environmental benefits, such as the ingredients being natural and a sweeter flavour. This result will be important to carry through to the bottle design stages as research has proven that ‘colour drives 6090% of consumer’s purchase decisions.’ (Singh, 2006 in Piqueras-Fiszman, 2012: 148)
Fig. 50. Focus Group (2014) own photograph
Shape is another visual factor that can be incorporated into packaging; ‘its symbolic associations [can]…set up specific expectations in the mind of consumers’ (Spence, 2012: 12) according to Charles Spence, Professor of Experimental Psychology at the University of Oxford and author of Flavour journal. It can provide clues regarding the identity and intensity of the flavour. Research has suggested that people typically match ‘more rounded forms such as circles with sweet tastes and more angular shapes such as triangles and stars with bitter and/or carbonated foods and beverages.’ (Spence, 2012: 12) The shape of the product itself has to be functional as it’s not just about looking beautiful. (Collier, 2014) For Purdey’s, a
product that is designed to be consumed “on-the-go”, how it can ergonomically fit into a consumer’s hand when they are carrying it around, will have to be considered. If designed successfully, the bottle should pass the “smash your brand” test that a designer from the Root Glass Company in 1916 was asked to complete. The designers ‘instructions were straightforward: design a bottle whose pieces (even the shards) when broke would still be recognised as part of the whole’. (Lindstrom, 2012: 39) A Coca Cola bottle is a good example of a modern day bottle that successfully passed this test and it should be in the forefront of every brand’s mission.
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The “smart things” revolution We are seeing a bridge between the physical and digital world through the likes of augmented reality and Near Field Communication (NFC). ‘With the advent of smartphones…product packaging could be on the cusp of a digital revolution’. (Lo in Inside Packaging, 2013) A Swedish company at the forefront of the NFC innovation are Sign Trace who are embedding NFC chips into packaging, so when a smartphone is held close to the tag, technology can be used ‘to include a film or a book for your iPad.’ (Ottosson in Dee, 2012) Erik Ottosson at Sign Trace expects this new revolution to reach new heights in the future. ‘If NFC chips becomes a technical and commercial reality in the next few years, the market for ‘smart things’ will explode’ (Ottosson in Dee, 2012) and analysts
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predict there will be 1 billion NFC devices globally by 2017. (Dee, 2012) A new breed of technology emerging in the packaging sector is augmented reality. ‘It requires a visual marker that activates a digital animation to be overlaid’, (Revel in Inside Packaging, 2013) which gives it a point of difference compared to QR codes. The information that the consumer can receive is similar to the NFC chip, such as seeing the product’s latest advertisement campaign. However, there is already scepticism surrounding consumer acceptance of this technology, which posed as a similar situation for the QR code. Are consumers prepared to embrace a method of shopping that involves the constant use of a mobile phone?
‘The world of packaging is about to change, thanks to new types of technology. Get ready for chips that are so thin they can be embedded in paper and paper-board, allowing users to access marketing campaigns, films, music and much else on their smartphones.’ Fig. 51. Lucozade Augmented Reality (no date) by Lucozade
(Dee, 2012)
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Michael Sprague, Head of Marketing and Partnerships at Kiip doesn’t think augmented reality is the answer to encapsulating the consumer (see Appendix 4 for full interview) :
‘Regarding augmented reality and marketing; I don’t think that is your answer. I spent a few years doing marketing at Hasbro and have never seen a successful AR campaign. I think Facebook’s purchase of Oculus Rift (see figure 52) might be one signal that it may be a growing traction for the future but we’re not there yet (at least not in the States).’ (Sprague, 2014)
Fig. 52. Oculus rift (no date) by Anon
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Perhaps we need to tap into other human senses? Lindstrom seems to think so; ‘the more sensory touch points consumers can access…the higher the number of sensory memories are activated, and the stronger the bonding between brand and consumer.’ (Lindstrom, 2012: 72)
The For g ot
ten
Senses
It has been predicted that packaging will become “touch sensitive” by 2015 revealing additional information on demand. ‘With a simple touch on the product’s label, an ingredient or health claim with full description will pop up on your mobile device.’ (Lempert in Healthy Beverage Expo, 2013)
Some brands are experimenting with printed circuit path technology, which can activate a vocal response when pressed. Leo Luxe have invented a Smart Wine Box using sound module technology, which can create a variety of sounds and phrases relating to the product, company and history. An alternative to augmented reality perhaps?
JWT, a leading marketing communications brand, have noticed the increasing popularity in edible packaging. Brands want to become more sustainable reducing their package waste. The BOB’s burger chain in Brazil now serves its burgers in packaging you can eat, while LA-based ice cream truck brand Coolhaus wraps ice cream sandwiches in edible material.
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What can Purdey’s take away? The bottle needs to be aspirational and ergonomic, consumers want to look “cool” walking around with it in their hand
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Colour and shape connotations Incorporating green and circular shapes into the drink packaging
Engage all 5 senses if possible to make the consumer’s experience memorable
7 Steve McAdam, Leo Luxe’s creative services VP said ‘the
first is ‘huh’, they stop and say ‘hmm’, and they pick the package up, look at it and go ‘ahh’. That response gets you to 70-80% of your sale.’ (McAdam in Inside Packaging, 2014) 87
Creative Outcomes Overall aim: To Revitalise, Rejuvenate and Re-engage Purdey’s with its new target consumer.
The MEC Momentum Cycle can be used to show where each creative outcome sits, suggesting whether they are active in pre, during or post purchase.
Active Stage Trigger
1. The Promotional Campaign 88
Purchase Passive Stage
2. The Bottle
3. The Micro Site
Aim, Strategy, Tactic...
Aim To subtly engage and entice the target audience about the new launch, which hopes to leave them wanting to find out more and “Share the Secret”. ‘The advertising has to get into your head. If it’s very good, it will also get into your heart, which gives the product or service a shot at becoming a brand, and therefore, part of your life.’ (Travis, 2000: 25)
The Promotional Campaign.
Strategy A drip, drip campaign will provide the consumers with small chunks of entertainment and information. Mulberry is a successful example of a brand that drip fed their consumers via Instagram in early 2014 with the news of their collaboration with Cara Delevingne. They showed a video during London Fashion Week and it created a huge stir on the social media platform, boosting their awareness and engagement with consumers.
Tactic The key is to seem understated; the initial promotional video will be released by targeting gym bloggers and trendy fitness brands, such as Morning Glory Raves (see cartogram on p. 34); affiliating Purdey’s with the mavens of society. Eventually, a tipping point will occur as the initial secret is released about the new product, and once they receive a strong following on social media sites, the second and third round of videos will be released.
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Fig. 53. Secret (no date) by Anon
Word of Mouse: A Whispering Campaign
By its nature, a secret wants to stay a secret for as long as possible to provide maximum exclusivity and impact. A secret makes the consumer feel like it belongs to them, and only them – a personalised touch. The campaign will consist of a series of videos that get longer and drip feed more information to the viewer. The whole campaign will last 3 months, so the consumer doesn’t lose interest. All three videos will be released with a 1 month gap in between, which the consumer will not be aware of. After the first video, the new Purdey’s bottle will be available to buy in stores, so the secret will start to spread. The videos will use handcrafted materials, such as paper and cardboard to illustrate the peeling effect more successfully and the colours in the new label, so the viewer will be able to recognise the new
bottle when it is displayed on the shelf. The idea behind the videos will be based on exposing the new bottle, which once bought, will be able to reveal the “Purdey’s secret”. It is hoped with the help of social media, Purdey’s will reach out to a wider audience once people start to like and share the video; a domino effect. “Word of mouse” will be the most effective way of hearing about this campaign; it wants to be viewed as acting subtle, as if it’s a secret in itself. Poster advertisements will also display the key message from the promotional videos in locations to match the consumer’s lifestyle routine.
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Animation Inspiration
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Unzipping and revealing something else behind and moulding into another object creates an element of surprise and supports The Big Idea concept.
Fig. 54. Animation Inspiration (2014) own moodboard
Animating the different letters brings the communication to life and using paper is very versatile: you can scrunch it, rip and peel it back.
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1
2
3
4
5
6
Animation Storyboard This is an initial storyboard for my animation that will be the first of the three videos that will be shown as part of the promotional campaign.
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Animation
These are screenshots of the key moments in the animation. Figure 55 shows the animation live on Youtube.
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1
2
5
6
http://youtu.be/XWTHMBqIQ8g 3
4
PULL OUT 7
8
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Fig. 56. Animation on Twitter (2014) own photograph
It will be a whispering campaign highlighting exclusivity that will show subtle hints of the new bottle, but most importantly talk about the new “secret” that is going to be released. The viewer will look forward to finding out the “secret” and once it’s found, they will hopefully “Share the Secret” amongst their peers on social media (see figure 56 and 57). This campaign will be most successful if it’s not too brash, it wants to spread the message indirectly in order to generate maximum impact. There will also be poster advertisements based in locations that match the consumer’s work routine to abrupt them during the day when they aren’t actively online.
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Fig. 57. Animation on Facebook (2014) own photograph
Aim, Strategy, Tactic...
Aim A new bottle shape and label will hope to: rejuvenate Purdey’s visual identity, attract a more specific demographic consumer and also invite the consumer to personally engage with the product and its message. It aims to be seductive and aspirational; a bottle that is “cool” to walk around with and show to your peers.
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The Bottle.
Strategy A more tactile bottle shape made out of a lightweight material will enable consumers to use Purdey’s on-the-go in addition to brighter, fruit-based colours on the label that will advertise to the consumer what ingredients are in the drink and also make it stand out on the shelf.
Tactic A peelable section on the label will engage the consumer’s senses. ‘We experience practically our entire understanding of the world via our senses. They link to our memory; they tap into our emotions, past and present.’ (Lindstrom, 2012: 13) It will allow the consumer to see the liquid inside as well as participate in the social media campaign #sharethesecret.
Fig. 58. Purdey’s in Holland & Barrett (2014) own photograph
The Bottle In order to target the healthy, on-the-go female consumer, the bottle shape and material needs to switch from looking ‘stumpy and awkward’ in a heavy, glass bottle (Respondent 39, Survey, 2014) to being a ‘slim bottle, so it’s all compact’. (Greenwood, 2014) It will be made out of plastic to make it lightweight and easy to carry around, and through adding curvature and height, the connotations will be slimming and feminine. The lid will be a sports cap allowing the health-conscious consumer to drink between work and exercise as ‘half of Britons favour recloseable bottles for drinking on the go’. (Mintel6, 2013) The drawings on the next page show the key stages of the design process, but see separate design book for more development.
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I started brainstorming bottle designs and drew different bottle shapes. This was was my first favourite design, because I likes the curves. I started experimenting with this, producing the design on the right for example.
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Fig. 59. Bottle sketch 1 (2014) own photograph
Fig. 60. Bottle sketch 2 (2014) own photograph
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For the next stage of my bottle design development, I collaborated with Rory Thomspon, a product designer and director of design agency Spunj (see Appendix 5). Rory mocked up 3D versions of bottles based on the drawings I sent him. We experimented with curves and grooves in the bottle, because I wanted it to ergonomically sit in somebody’s hand as well as look sleek and attractive.
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Fig. 61. Bottle development 1 (2014) own photograph
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Fig. 62. Bottle development 2 (2014) own photograph
I visited Rory’s studio and we developed the bottle on this page. We decided to add a concave curve on both sides, which instantly makes the bottle look more feminine to attract the new consumer . It also fits into your hand well. .
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Fig. 63. Bottle development 3 (2014) own photograph
Figure 64 is the final bottle shape. The groove at the top of this bottle has changed compared to the image in figure 63, where I thought it looked like the bottle has been knocked. See the Bottle Development Book for more images of the 3D bottle.
Fig. 64. Bottle development 4 (2014) own photograph
Fig. 65. 3D printed bottle (2014) own photograph
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The Label There was a demand for ‘more colour [on the old label], to reflect the fruitiness of the drink’ (Respondent 54, Survey, 2014) so the decision to incorporate purple and lime green into the new label design was made; purple to represent the grape juice and green to represent the apple and naturalness of the drink. Green was the most popular colour in the focus group activity and survey with natural and healthy connotations. Respondents liked the illustration concept on the old bottle, but they didn’t understand the relevance of the icons: ‘the chair seems like the opposite of rejuvenation – not sitting down!’ (Edmondson, 2014) The new label design (see
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figure # on page #), therefore incorporates illustrative vine leafs with added texture through the use of a semitransparent marble overlay (see figure 66 for reasons behind the marble effect and separate design book for more label development).
Organic
Natural Formations
Fig. 66. Why Marble (2014) own moodboard
Movement and Energy
Why Marble?
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Fig. 67. Design Inspiration (2014) own moodboard
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Design Inspiration
Figure 68 shows the final label design. The logo has remained the same, because people thought ‘the simple fonts give it an up-market appearance’ (Respondent 51, Survey, 2014). The bright circle with ‘1 of your 5-a-day’ has been purposefully highlighted on the front, because research has shown that consumers want to see the health benefits straight away. The peelable element of the label is further highlighting The Big Idea, because research has shown that consumers are strongly motivated to seek information out about the product. A major flaw in the previous bottle design was that consumers disliked the fact that they couldn’t see the liquid inside, so by peeling away the section of the label post-purchase, Purdey’s will able to share their secret with
that chosen consumer (see the design inspiration moodboard). The peelable section has to be small to reduce the risk of full light exposure to the light sensitive ingredients as mentioned previously. As an initiative to buy the product, the consumer will be instructed and encouraged to take a picture of the “secret” they have found and upload it to social media sites (see figure 69) using the hashtag #sharethesecret in order to win a free session at Morning Glory Raves (see subchapter Rise of the Healthie). By using trending initiatives, it will keep Purdey’s relevant. Red Bull is a good example of a brand that uses sport sponsorship to elevate their name in the marketplace and Purdey’s could use this successful tool for their promotion.
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The bottle is currently sold in health-food shops, such as GNC and Holland & Barrett, but also everyday convenience stores, such as Tesco and Boots. In order to target the chosen consumer, it should continue to be sold in shops that they are going to regularly use for their food shopping especially for lunch when they will be “on the go”, such as Sainsbury’s, Waitrose and remain in the meal deal at Boot’s too. However, it also wants to be a brand that promises serious health benefits, so it should still remain in the health food stores too. In addition, as mentioned, the brand will collaborate with fitness brands, such as Morning Glory Raves so it will be sold on location too, which will act as additional promotion.
Fig. 69. Share the Secret on Instagram (2014) own photograph
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Figure 70 show the final renders with the label wrapped around the bottle. If I had more time to develop ithe label I would try to make the lime green writing more legible as this would be something that supermarkets might flag up on.
PULL OUT
Fig. 70. Final Renders (2014) own moodboard
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Aim, Strategy, Tactic...
The Micro Site.
Aim It aims to provide consumers with information about the product and additional entertainment, extending the purchasing journey and further promoting the brand. Strategy A micro site will have the flexibility to adapt to changing consumers demands and ensures Purdey’s remains relevant. According to Laura Perryman, Lead Colour and Materials Designer at Native Design (2014) (see Appendix 4 for full interview), ‘a micro website is all about the drink and it’s properties, recipes, health benefits of the ingredients...which will be of interest to the growing health and wellbeing conscious females’. (Perryman, 2014)
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Tactic The site will have an animated landing page enticing the consumer to enter. The tone of voice will reflect the consumers language and make them feel part of a community. The site will also have a forumbased section. Krishnan Chatterjee, head of strategic marketing at HCL Technologies, says ‘communities not only increase the ability to influence the consumer, but also to understand their needs’. (Chatterjee in Bolger, 2014: 39)
The Micro Site
Fig. 71. Ahh Website (2014) by Coca Cola
Consumers will hear about the micro site from the whispering campaign, the label and also via their Facebook page and the BritVic website, because as Peter Veash, the BIO Agency chief executive says, ‘communication channels across the marketing mix need to flow both internally and externally’. (Veash in Bolger, 2014: 38) The title of the site will be www. sharethesecret.co.uk (which is currently not in use as a live domain name), because it is ‘provid[ing] a consistent and unified message’ (Chatterjee in Bolger, 2014: 39) to the consumer; an integrated strategy. Currently, Purdey’s does not offer its consumers a branded website away from the BritVic
site, so it’s vitally important that it now provides an online platform for people to easily get information on the drink, understand its ingredients and health benefits. ‘Using an online presence alongside a packaging campaign can encourage customer interaction and boost brand loyalty’. (Richardson Andrews, Inside Packaging, 2014) It is expected amongst consumers today.
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It’s important to think about Purdey’s new brand identitiy (see figure 72) in order to communicate this consistently with the consumer.
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New Brand Identity Model
Fig. 72. New Brand Identity (2014) own moodboard
Attributes
Personality Trustworthy Energetic Friendly Brand Essence
Carbonated Fruity Adaptable Light-sensitive botanicals
Illustrative Ergonomic Colourful Upmarket Promise Rejuvenates Natural & Healthy Honest
Source of Authority Part of Britvic empire
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Fig. 73. Website Inspiration (2014) own moodboard
Website Inspiration The website aesthetics will mimic the qualities and attributes of the bottle and new label design as well as the promotion campaign, so there is consistency across all platforms. The use of using a long scroll style home page is very trendy at the moment and I think this would work well with Purdey’s. I also like the loading icon for Activate’s website, it entertains the customer while it loads.
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The site will also show the latest monthly promotional video campaign and offer a unique promotional extra option. It will collaborate with some of the companies identified in the cartogram sub-section titled Community-driven, such as Heyrobics and Morning Glory Raves. Communal workout sessions are becoming increasingly popular and trendy, so they could provide workout videos on the website and offer promotional codes to try out a session for free. This would fit into the healthorientated lifestyles of Purdey’s new consumers. Morning Glory Raves could stock Purdey’s at their sessions in return.
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Website Flowchart
Type website name into search engine (www. sharethesecret.co.uk)
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Landing Page (watch latest video campaign while website loads)
Home page
Social Media
Instagram Twitter Facebook
Contact
Message box Address Telephone number
Press
Press relases Campaigns
Our Story
About Rejuvenate
Supplement Facts
Promotional Extras
Store Locater
Type Post Code into box
Nearest Purdey’s stockists shown on Google Maps
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Fig. 74 & 75. Website Landing Pages (2014) own photographs
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Once the new bottle has been launched and the micro site is live, there will be a number of ways to measure if it is being successful:
8
Measuring Success • The total number of likes, comments and shares the promotional videos have received on Facebook • The number of Purdey’s Rejuvenate bottles sold • The total number of likes on the Purdey’s Facebook page • The amount of traffic that has hit the website • The amount of times #sharethesecret has been used across Facebook and other social media platforms and whether it starts trending • How many people have used the promotional extras affiliated with other health and wellbeing brands. All of these successes will hope to increase the Engine Search Optimisation; putting Purdey’s on the radar.
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Future Recommendations Other fitness collaborations
6 months
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As the sub-chapter The Rise of the Healthie Culture suggests, ‘communitydriven’ is a trend that is beginning to emerge and take off, so for Purdey’s to stay up to date, they need to continue to associate themselves with the likes of Heyrobics and other health initiatives.
Brand Extension
1 year
There is news that Purdey’s are launching a new drink called ‘Natural Energy’, therefore a similar bottle shape that interlocks with the grooves of Purdey’s ‘Rejuvenate’ could be designed as a way of extending the brand’s new identity and features. A similar label could be designed with colour reflecting the different ingredients. (see Appendix 3 for moodboard).
9 5 years
Reformulate Drink Recipe The connotations surrounding any sugars in drinks, whether they are refined or unrefined is still very prominent. So, over time, Purdey’s could reduce the amount of fruit sugars in the drink to appeal to a wider range of health-conscious women.
Middle East and Asian Market Penetration Suggestions could be made for how Purdey’s could emerge in global markets too. On a visit to the Food and Drink Expo show at the NEC in Birmingham (see Appendix 9), a representative of BerryWhite Organic health drinks stated ‘our brand is highly popular in the Middle East, such as Dubai because it is alcohol-free so
they are looking for a product that offers flavour and excitement’. On an independent research trip to Tokyo, it was evident that the green tea market and other function drinks is booming, (see Appendix 10 for photos)) so Purdey’s could tap into the Asian consumer too.
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Conclusion Purdey’s will reinvent itself through engaging a new tribe of consumer, aiming to build consumer loyalty through a cohesive and engaging multichannel strategy. The whispering campaign will generate a simple yet stark message to allow unique interaction amongst consumers. The distinctive bottle design and label will give Purdey’s a
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new, bright personality that people will want to share with others. Finally, the microsite will provide the consumer with a communal environment where they can access a wealth of health-related information, leaving every question answered, and more importantly, the opportunity to “Share the Secret”.
129 Fig. 76. Final Bottle and Label render (2014) own photograph
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List of Illustrations 136
Fig. 1, 2014. Detox Water [digital image]. Somedayslovin. Available at: http://iconosquare. com/viewer.php#//710877305 1234089858_ 779386 [accessed 5/5/2014].
lifeandstyle/2013/aug/04/ demon-drink-war-on-sugar [accessed 6/5/2014].
Fig . 2, 2014. Mermaid Threequarter-length Run leggings [digital image]. Sweaty Betty. Available at: http:// w w w. wg s n . co m / co n t e n t / report/Commercial_U pdates/ Sports/2014/april/fitness_ leggin_s_s_15c_ ommercial_update.html [accessed 5/5/2014].
Fig. 6, 2011. Sprite and Coke [digital image]. Soda Head. Available at: http://www. sodahead.com/fun/spriteor-coke/question-1774701/ [accessed 6/5/2014].
Fig. 3, no date. Apple and tape measure [digital image]. My Kitchen Capers. Available at: http://mykitchencapers.com/ does-african-mango-reallywork/apple-tape-measure-2/ [accessed 5/5/2014]. Fig. 4, no date. Coke pouring sugar [digital image]. Nathalie Louvel. Available at: http:// w w w. t h e g u a r d i a n . co m /
Fig. 5, 2014. Obese adults in UK [own infographic].
Fig. 7, no date. Spoonful of sugar [digital image]. Anon. Available at: http:// w w w. co r v a lli s a d v o ca t e . com/2012/1121-osu-reshapesmetal-casting/ [accessed 6/5/2014]. Fig. 8, no date. Sugar cubes [digital image]. Anon. Available at: http://wall.alphacoders.com/ big.php?i=451208 [accessed 6/5/2014]. Fig. 9, no date. Poison sugar
[digital image]. Anon. Available at: http://www.goodhealthmart. com/sweet-poison-sugar-isas-dangerous-as-alcohol-ortobacco/ [accessed 6/5/2014]. Fig. 10, no date. Feed the Brain [digital image]. The Curious Brain. Available at: http:// thecuriousbrain.com/ [accessed 6/5/2014]. Fig. 11, 2014. What health means [own infographic]. Fig. 12, no date. Innocent Smoothie [digital image]. Anon. Available at: http:// www.standard.co.uk/news/ im-innocent-over-trademarkclash-says-childrens-vitaminsmaker-6574403.html [accessed 6/5/2014]. Fig. 13, no date. Activia Good from Within campaign [digital image]. Anon. Available at: http:// keepinghealthygettingstylish. com/2013/07/feel-good-from-
within-activia-uk-gok-wan.html [accessed 6/5/2014]. Fig. 14, no date. Actimel Posters [digital image] by Ilovedust. Available at: http:// www.debutart.com/illustration/ ilovedust/actimel-posters#/ illustration-portfolio [accessed 6/5/2014]. Fig. 15, 2013. Heinz Beanz can [digital image] by Linda Spashett. Available at: http:// commons.wikimedia.org/wiki/ File:Heinzb_ akedb_ eans_can_002.jpg [accessed 6/5/2014]. Fig. 16, 2014. H&M Activewear [digital image] by H&M. Available at: http://wardrobemag.com/ tag/sportswear/ [accessed 2/3/2014]. Fig. 17, 2014. High impact treatments [scanned image] by Sunday Times Style Magazine.
Fig. 18, no date. Healthie [digital image] by Facebook. Available at: http://www.wgsn.com/ content/report/Trend_A nalysis/ S p o r t / 2 013 / S e p t e m b e r / healthies--sport-trend-analysis. html [accessed 2/3/2014]. Fig. 19, 2014. Morning Glory Raves [digital image] by Morning Glory Raves. Available at: http://morninggloryville.com/ [accessed 2/3/2014]. Fig. 20, 2013. Aqua Spin [digital image] by Joseph Cultice. Available at: http://www.vogue. co m / v o g u e - d a il y / a r t i cl e / spotlight-on-aqua-studio-thecountrys-first-underwatercyc lin g - d e s t in a t i o n / # 1 [accessed 11/5/14]. Fig. 21, no date. Nike Fuelband [digital image] by Nike. Available at: http://insider.nike. com/uk/launch/nike-fuelband/ [accessed 2/3/2014].
Fig. 22, no date. Kale Lollies [digital image] by Anon. Available at: http:// w w w. t h e g u a r d i a n . co m / lifeandstyle/2014/jan/06/foodtrends-2014-digital-dininghealthy-junk-food [accessed 2/3/2014]. Fig. 23, no date. Numi vegetable teas [digital image] by Liz Clayton. Available at: http://drinks.seriouseats. com/2013/04/numi-savoryvegetable-tea-review-weirdor-delicious.html [accessed 3/3/2014]. Fig. 24, no date. Health drinks [digital image] by Anon. Available at: http:// womenshealth.answers.com/ diet-nutrition/delicious-drinkst h a t - a re - h e a l t hy - fo r - yo u [accessed 3/3/2014]. Fig. 25, no date. Consumer [digital image] by Lorna Jane. Available at: http://
w w w. wg s n . co m / co n t e n t / report/Commercial_U pdates/ Juniors/2014/Apr/active_tops. html [accessed 3/3/2014]. Fig. 26, no date. Zero Gravity tights [digital image] by Sweaty Betty. Available at: http:// w w w. wg s n . co m / co n t e n t / report/Commercial_U pdates/ Sports/2014/april/fitness_ leggin_s_s_15c_ ommercial_update.html [accessed 3/3/2014]. Fig. 27, 2014. Top 3 drinks packaging attributes [own infographic]. Fig. 28, 2014. Boot’s Purchasing Pathway [own diagram]. Fig. 29, 2014. The variety and number of drinks bought [own infographic]. Fig. 30, 2014. Purchasing Behaviour [own infographic]. Fig. 31, 2013. The MEC
Momentum Cycle [digital image] by MEC. Available at: http://www.mecglobal. com/mec-news/mec-unveilsits-new-approach-to-brandcommunications/ [accessed 15/3/2014]. Fig. 32, no date. The Young Entrepreneur [digital image] by Pamela Hiscock. Sent via email. Fig. 33, 2014. Favourite Things [own moodboard] Fig. 34, no date. The Social Sportswoman [digital image] by Rachel Sunderland. Sent via email. Fig. 35, 2014. Favourite Things [own moodboard]. Fig. 36, no date. The Workaholic [digital image] by Annie Lloyd. Sent via email. Fig. 37, 2014. Favourite Things [own moodboard].
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Fig. 38, 2014. Purdey’s [own photograph]
Fig. 47, 2014. Cultural references [own moodboard]
Fig. 39, 2014. Purdey’s Current Brand Identity [own moodboard].
Fig. 48, 2014. Final Design Equation [own moodboard]
Fig. 40, 2014. Purdey’s in GNC [own photograph] Fig. 41, 2014. Purdey’s in Boots [own photograph] Fig. 42, 2014. Purdey’s Current Communications [own infographic] Fig. 43, 2014. Trend Innovation Curve [own diagram] Fig. 44, 2014. Product Lifecycle Diagram [own diagram] Fig. 45, 2014. Share the Secret [own moodboard] Fig. 46, 2014. Peel back the layers [own moodboard]
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Fig. 49, 2012. One Eighty malleable design [digital image] by Nikolo Kerimov, Juho Kruskopf and Artti Kuisma. Available at: http://wgsnhbl.blogspot.co.uk/2012/11/ o n e e i g ht y - m a ll e a b l e p a cka g in g - d e s i g n . ht ml [accessed 2/4/2014]. Fig. 50, 2014. Focus Group [own photograph]. Fig. 51, no date. Lucozade Augmented Reality [digital image] by Lucozade. Available at: http://viewer.zmags.com/ p u b li ca t i o n / e 82cf 0 3c # / e82cf03c/2 [accessed 15/3/2014]. Fig. 52, no date. Oculus Rift [digital image] by Anon.
Available at: http://technabob. com/blog/2007/08/24/atarivideo-music-forgotten-1970stech/ [accessed 2/4/2014]. Fig. 53, no date. Secret [digital image] by Anon. Available at: http://wickdpleasures.tumblr. com/page/47 [accessed 2/4/2014]. Fig. 54, 2014. Animation Inspiration [own moodboard] Fig. 55, 2014. Animation on Youtube [own photograph] Fig. 56, 2014. Animation on Twitter [own photograph] Fig. 57, 2014. Animation on Facebook [own photograph] Fig. 58, 2014. Purdey’s in Holland & Barrett [own photograph] Fig. 59, 2014. Bottle Sketch 1 [own photograph]
Fig. 60, 2014. Bottle Sketch 2 [own photograph] Fig. 61, 2014. development 1 photograph]
Bottle [own
Fig. 62, 2014. development 2 photograph]
Bottle [own
Fig. 63, 2014. development 3 photograph]
Bottle [own
Fig. 64, 2014. development 4 photograph]
Bottle [own
Fig. 65, 2014. 3D printed bottle [own photograph] Fig. 66, 2014. Why Marble [own moodboard] Fig. 67, 2014. Design Inspiration [own moodboard] Fig. 68, 2014. Final Label
Design [own photograph] Fig. 69, 2014. Share the Secret on Instagram [own photograph] Fig. 70, 2014. Final Renders [own moodboard] Fig. 71, 2014. Ahh Website [digital image] by Coca Cola. Available at: http://www.ahh. com/ [accessed 1/5/2014]. Fig. 72, 2014. New Brand Identity [own moodboard] Fig. 73, 2014. Website Inspiration [own moodboard] Fig. 74 & 75, 2014. Website Landing Pages [own photographs] Fig. 76, 2014. Final Bottle and Label Render [own photograph]
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Appendix 1 - Declaration Form - 157 Appendix 2 - Tutorial Record Sheets - 158/165 Appendix 3 - Objects with Relationships moodboard - 166 Appendix 4 - Critical Path - 167 Appendix 5 - Interviews - 168/182 Appendix 6 - Collaboration communication - 183/185 Appendix 7 - Focus Group - 186/215 Appendix 8 - Survey - 216/219 Appendix 9 - Point of Sale Analysis - 220/222 Appendix 10 - Packaging Innovation Show and Food and Drink Expo photographs, NEC, Birmingham - 223/227
Appendix 156
Appendix 11 - Tokyo Research Photos - 228/229 Appendix 12 - Graphic design inspiration - 230/233
Appendix 1
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Appendix 2
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Appendix 3
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Appendix 4
14/4 • Sketches of 2 bottles for Rory – on graph paper, to scale of front, top, bottom. • Behind the scenes photo, photo of me aged 2 by Friday 18th to matthew.gill@ntu. ac.uk • Cartogram analysis – categorising • Write introduction and Chapter 1
21/4
28/4
• Big and Creative idea – written succinctly with moodboards
• Add Big Idea, Creative Idea and The Brand to Pike portfolio
• Tuesday 22nd at 10am - meeting with Stuart at Label Apeel
• Layout Purdey’s on InDesign
• Pike Research in InDesign • Finish all writing and send to people • Consumer Profiles
• Do mock up website and mobile version
5/5
12/5
19/5
• Bottle programme to 3D printers
• Print Labels (for bottles and self promotion)
• Monday 19th 11-12 Wav 120 DEADLINE
• Design bottle labels and self promotion
• Order more business cards
• Print A1 exhibition poster
• CDs, covers and cases – BURN.
• Refine online portfolio
• Branding Guidelines
• Photograph bottles and add final imagery to InDesign and mock up website (buy domain)
• Find photography inspiration for photoshoot
• Finish pike portfolio and design CD cover
• Print physical portfolio • Source plain bottles or paint bottles white for self promotion labels
• Send InDesign to printers
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Appendix 5 From: georginakorrison@hotmail.co.uk Sent: 08 March 2014 12:07:54 To: julian.mellentin@new-nutrition.com Outlook.com Active View 1 attachment (5.3 KB)
From: Julian Mellentin (julian.mellentin@new-nutrition.com) Sent: 10 March 2014 13:01:02 To: georginakorrison@hotmail.co.uk Outlook.com Active View 1 attachment (2.6 MB) Download 12KT 2014 trimmed.pdf (2.6 MB)
Dear Julian Dear Georgina, Further to our conversation on LinkedIn, I would like to take up your kind offer and ask you a couple of questions if that is okay. I was very interested in your quote that I read in the recent Soft Drinks International magazine when you talked about not using the word ‘natural’ on your product. This struck a cord, because Purdey’s are launching a new drink called ‘Purdey’s Natural Energy’ - oops! As mentioned previously, I am rebranding and repackaging their current drink ‘Purdey’s Revitalise’ and their new product too and I would very much like to get your professional opinion on a couple of things. Please could I ask: 1. You have highlighted that ‘naturally functional’ will be the biggest trend for 2014, please could you elaborate on what is driving this trend? Who are the key players? 2. In your eyes, who are the main drivers for ‘health and wellbeing’ in the drinks sector? 3. Why do you feel these specific drinks are becoming popular? Where do you see them heading? Is there a future? 4. What are your thoughts on Purdey’s current packaging? (image attached) 5. What are the most important elements to think about with regards to packaging health drinks? (e.g. lightweight, tactile, part of your 5-a-day) The information you give me will be used in support of my work and may be written up in my project/ dissertation. Anything you say will be treated with the strictest confidence and will be destroyed at the end of the year.
I’ve done my best to supply answers below. All I ask is that you credit us a source for those things you use, just as you would for Mintel and others. In relation to your points listed below: 1. Naturally Functional: I attach the relevant section from our 12 Key Trends report. This is a consumer-driven trend (people just “like” the idea of things being naturally healthy) and somewhat media driven (journalists like to write about how broccoli and blueberries and coconut water are “naturally good for you”). Who are the key players: everyone. A huge number of entrepreneurial businesses use “naturally functional” as the basis for their proposition. Major brands are lagging. Companies like Unilever and Nestle are so far behind that they don’t have any influence on this trend. BUT remember consumer choice is not “EITHER/OR” - people will both buy a product they see as naturally functional (such as blueberries or coconut water) and the SAME CONSUMER will also buy (for example) a high protein supplement. It’s not a contradiction, people see health as a menu from which they make choices that suit their lifestyle. 2. See answer above! It’s mostly the activity of small entrepreneurs and medium-sized independent companies and NOT the giants. Coca-Cola Europe, for example, has just wound down its European innovation unit because Coca-Cola couldn’t make any of the brands grow as they expected. The ideas were good, but big companies have unrealistic expectations of success. In health and wellness “mass success” is very rare - we live in an age of niches. Consumers are bombarded with thousands of alternatives and its hard for any brand to dominate. Even those that do briefly don’t always endure. Innocent had a point of difference, lost it, lost lots of money and had to be rescued by CocaCola. SInce when there have been no innovations. Also Innocent was/is a very UK brand and failed in its international ambitions.
Have a lovely weekend and I look forward to hearing from you soon. Kind regards Georgina Korrison
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3. Popular? They’re “the norm” now! Health is a “standard” in many categories. No health as defined by a technical person or a regulator but health as defined in one of many, many ways in the minds of consumers. Beverage’s growth challenge will be to do with the rising consumer concern (and media attention) given to our intake of sugars.
4. It all depends who the target consumer is. It’s not me (although I like the packaging design a lot). You would need to test the packaging on consumers (both current and new target groups) to get a worthwhile opinion. I have an impression - which may be wrong - that the Purdey’s brand has been rather poorly defined. It’s current pack design I think is suited to an urban higher-income, younger segment. 5. Packaging design! Something that achieves shelf stand-out (as marketing guru Professor Mintzberg said back in the 1960s, it’s a 2-second advertisement for the product. Messages need to be simple and no more than 3-5. “No added sugar” is an increasingly powerful one. 5-a-day, on the other hand, is a complete waste of time with very little consumer appeal - and totally at odds with the current (techie) pack design. If the product is offering “natural energy” - as your earlier message suggested - then that’s a gap in the market. Many, many companies gave tried to fill it and failed. It;s important that the product gives the energy kick, so a Purdey’s that had 75mg of caffeine per serve (yes, caffeine is natural and consumers are absolutely fine about drinking it) would be a relevant offer. Couple that with fruit flavours and no added sugar and you have a viable product. Best wishes and good luck with your studies. Let me know if you need more help with this or other projects. Julian From: georginakorrison@hotmail.co.uk Sent: 11 March 2014 16:00:48 To: Julian Mellentin (julian.mellentin@new-nutrition.com) Dear Julian Thank you for your prompt response and detailed answers. I have read through your reply and the report, both of which were very insightful.
people, but trying to define that further is a problem for me at the moment. Reading your product life cycle chart has made me think that Purdey’s sits in the ‘Lifestyle consumers’ sector, so I am going to look more into this. I am currently creating a cartogram for the ‘health and wellbeing’ trend in and out of the beverage sector, so your report was extremely useful. I really appreciate you taking the time to get to back to me. I will let you know how my project goes and show you the end results if you are interested! Just to clarify, anything I quote from your report I will properly cite like Minteletc and anything I quote from your answers, are you happy for me to reference your name please? Best wishes Georgina From: Julian Mellentin (julian.mellentin@new-nutrition.com) You moved this message to its current location. Sent: 11 March 2014 16:11:10 To: georginakorrison@hotmail.co.uk Dear Georgina Great! I’m glad that was helpful. Yes please use my name. I’d love to see the finished version. Yes, I agree Purdey’s is in lifestyle. Based on some work we recently did for a client I can suggest that for clients you might like to look at women with higher education/higher income aged 20-40. Best wishes
It’s interesting that you said that it’s a waste of time to include ‘part of your 5-a-day’ on packaging, because in a survey I conducted recently, this was the top answer! I do agree, however, that the messages need to be clean and simple.
Julian
I was not aware of Reed’s Natural Energy and I think they will be a strong competitor for the new ‘Purdey’s Natural Energy’ drink. It’s comforting that in your report you have predicted that there will be a greater focus on natural ingredients in energy drinks, because Purdey’s has quoted the new drink will be: “A delicious blend of green and white tea, fruit juice and herbs, naturally high in antioxidants and vitamins.” I can tap into your predicted trend to back this up. I am finding it hard to segment my target consumer for Purdey’s - I know they are health-conscious
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From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 13 March 2014 14:09:18 To: taryn.siwale@tescohealthandwellbeing.com Good afternoon Taryn Further to our conversation on Twitter, I was wondering if I could kindly ask you a couple of questions with regards to my university project. I am in my final year at Nottingham Trend University studying Fashion Communication and Promotion and my final dissertation is about the health and drinks sector in particular. I am looking into recent health trends and I think your app is perfect to use as a case study in my report. I noticed your fab app when I connected with Catherine Matthews (nutritionist) on LinkedIn and I am yet to hear from Catherine about it too. Please could I ask: 1. What makes your app stand out compared to the other health/tracking apps around at the moment? 2. Who are your main competitors in the market?
Responses in blue below: Please could I ask: 1. What makes your app stand out compared to the other health/tracking apps around at the moment? Our Service and App includes Health Weight loss Fitness Wellbeing Healthy recipes Community forums Barcode scanner (will launch over the coming weeks) We are the only health app that provides all of the above plus diet plans to accomodate medical conditions (like diabetes / gluten free) and a wellbeing section. Further more our full service is 100% FREE (absolutely no hidden charges) and we have staff monitoring forums and social media platforms to provide additional support. 2. Who are your main competitors in the market? We are targetting the UK and IRE health, medical and wellbeing industry first. Some of our main competitors are WebMD, MyFitnessPal, Livestrong.com
3. Has it been received well by the public? Are you allowed to give me a recent statistics please?
5. Where do you see the app progressing in the future? Any new developments?
3. Has it been received well by the public? Are you allowed to give me a recent statistics please? I cannot disclose exact figures but what I can say is that we launched in January 2014 and currently hold an average 4.1 star review rating of possible 5 within App stores. At present in this regard we are ahead of some competitors that have their health service available for many years.
The information you give me will be used in support of my work and may be written up in my project/ dissertation. Anything you say will be treated with the strictest confidence and will be destroyed at the end of the year.
4. Who would you say is your target consumer? Our target customer would typically be female, busy mum with a few children. She is concious about her health but also the health of her family (husband and children). She is aged betweed 35 and 65.
4. Who would you say is your target consumer?
Have a lovely day and look forward to hearing from you soon. Kind regards Georgina Korrison http://www.linkedin.com/pub/georgina-korrison/55/ab/188
From: Taryn Siwale (taryn.siwale@tescodiets.com) You moved this message to its current location. Sent: 19 March 2014 08:48:01 To: georginakorrison@hotmail.co.uk Good morning Georgina,
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5. Where do you see the app progressing in the future? Any new developments? We are constantly releasing new features to the current App and website service. Coming soon is a Barcode Scanner. We also work closely with Tesco to provide nutritional information for possible new Healthy food ranges. We keep up-to-date with the future of technology and hope to innovate and grow further to become #1 in the Health, medical and Wellbeing industry. Good luck and hope this helps. Many thanks, Taryn
From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 27 March 2014 14:54:42 To: lauraperryman@me.com Outlook.com Active View 1 attachment (61.5 KB) View 645c188acca4bb8441d94520e4802d13.jpg in slide show Download View slide show (1)Download as zip Dear Laura
I am going to create a website and make the whole campaign integrated and try to create a buzz around the new packaging. I look forward to hearing your response. Kind regards Georgina Korrison https://www.linkedin.com/pub/georgina-korrison/55/ab/188
Let me introduce myself... I am in my final year studying Fashion Communication and Promotion at Nottingham Trent University. For my final project, I am rebranding and repackaging the health drink Purdey’s. (see image of current packaging) I found your 2 predicted trends for 2015: ‘The Future’s Light’ and ‘The Fundamentals’ very interesting and helpful for my dissertation. I was wondering if I could briefly talk you through my initial idea for the new packaging? I would love your input on whether it is ‘timely’ enough and whether you could recommend any other alternatives. I am targeting females aged between 20-30 years old, because in my research/focus group they felt the most health-conscious and the Purdey’s name and the title of their drink Rejuvenate feels very feminine. I also read in the Smart Packs issue of Inside Packaging that 20-30 years old women are more susceptible to packaging gimmicks! The ingredients inside Purdey’s are light-sensitive and therefore the packaging has to be opaque. I want to play along with this and my Big Idea is about revealing and sharing this secret. In my focus group, people didn’t like the fact that they couldn’t see the liquid so to get around this I would like to use augmented reality where the consumer can use the Blippar app (free) to scan the front of the packaging. On the phone, they will see the colour of the liquid, see how it’s made, maybe a game?
From: Laura Perryman (lauraperryman@me.com) You moved this message to its current location. Sent: 30 March 2014 00:42:34 To: georginakorrison@hotmail.co.uk Hi Georgina Thanks for your message. I hadn’t seen the articles as I’ve since left Global Color Research. So thank you for pointing them back out to me I must get copies of the trends features! I think with anything you design you need to think about longevity and the market place, augmented reality technology has been around for sometime but has only started to be integrated into advertising over the past 5 years. I think anything that connects the consumer quickly to more information is valuable and perhaps part of your suggestion or concept is a micro website all about the drink and it’s properties, recipes, health benefits of the ingredients, offers and how it’s made etc would be of interest to a growing health and well being conscious females. However another benefit of augmented reality is the removal of superfluous advertising and this would aid the revealing aspect of the drink. Perhaps the surface of the bottle is very reflective or intriguing more than metallic - this would bring something different to packaging ( think the future’s light trend) further enhancing the beneficial properties of the drink playing with the fact that functionally you need to have an opaque layer. Have a look at http://www.technigraph.net/spray_frosting.aspx frosted effects that can be sprayed on
I also want to also carry on the revealing and unwrapping with a peelable label on the neck of the bottle as well.
Or http://www.rollingoptics.com/product-samples/MicroOpticInnovation innovative 3D optical films could be something to think about....
Please could I ask: 1. Is there a future for augmented reality on drink’s bottles? 2. What material would you recommend? I was thinking of the cartocan but would like there to be a neck? 3. Currently, people think the metallic packaging makes Purdey’s look clinical and sterile. Also when I went to the Food and Drink Expo the other day there were a lot of metallic bottles. What do you predict to be the next colour and/finish in 2015? 4. Finally, do you think it is a good or bad idea?!
Trends are there as guides but really it’s up to designers to develop innovative ideas and create new ways of making products that are effective yet simple and delightful. Hope that helps! Let me know if you need anything else Laura
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On 9 Apr 2014, at 14:30, Georgina Korrison <georginakorrison@hotmail.co.uk> wrote:
I really like your micro site idea. It seems that consumers want transparency in the products/brands they buy, so I think this is essential for Purdey’s too. I came across this surface packaging in Tokyo, which I liked! (see attached)
From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 11 April 2014 10:51:01 To: m@kiip.me Outlook.com Active View 1 attachment (5.3 KB) View images.jpg in slide show Download View slide show (1)Download as zip Dear Michael
Thank you for those links - I like the look of the 3D optic film.
Thank you for responding to my tweet - let me introduce myself...
Please could I ask for your consent to use your name and email response in my dissertation? All of the information will be destroyed at the end of the year when I graduate.
I am in my final year studying Fashion Communication and Promotion at Nottingham Trent University (UK). For my final project, I am rebranding and repackaging the health drink Purdey’s. (see image of current packaging)
Dear Laura Sorry for the late reply, I have just back from a research trip in Tokyo.
Kind regards Georgina From: Laura Perryman (lauraperryman@me.com) You moved this message to its current location. Sent: 09 April 2014 18:20:39 To: Georgina Korrison (georginakorrison@hotmail.co.uk) Hello Georgina That sounds fine to me. Speak soon Laura
I was wondering if I could briefly talk you through my initial idea for the new packaging and integrated campaign? I would love your input on whether it is ‘timely’ enough and if you have any advice and tips for me! I am targeting females aged between 20-30 years old, because in my research/focus group they were the most health-conscious and the Purdey’s name and title of their drink ‘Rejuvenate’ felt very feminine to the respondents. The ingredients inside Purdey’s are light-sensitive and therefore the packaging has to be opaque. I want to play along with this and my Big Idea is all about revealing and sharing this secret as it seems consumers are increasingly demanding more transparency from the brands and products that they buy. Do you agree?
Sent from my iPad In my focus group, people didn’t like the fact that they couldn’t see the liquid so to get around this I would like to use augmented reality where the consumer can use the Blippar app to scan the front of the packaging. On their phone, they will see the colour of the liquid, what ingredients are inside the drink and how they benefit them, and get directed to a micro website. I also want to continue the revealing and unwrapping idea through to the physical packaging with a peelable label on the neck of the bottle as well. My main issue is trying to get people to want to use the augmented reality device in the first place. You mentioned in your article ‘an unexpected gift is greater than an unexpected disruption’, which I totally agree with. I am hoping the augmented reality will create a buzz for the brand, but so far the response from my target consumers has been that they probably would forget to use it. Do you have any advice on how to attract these new consumers? How will I make sure that they follow through with their purchase and use the app?
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I have been analysing my consumers decision journey by asking them in depth questions about
the brands they interact with and what activities they take part in etc. I just need to make sure my ‘moment’ of where I advertise and place an ad is correct. Do you have any tips? I look forward to hearing from you soon! Kind regards Georgina Korrison https://www.linkedin.com/pub/georgina-korrison/55/ab/188
Michael From: Georgina Korrison (georginakorrison@hotmail.co.uk) You moved this message to its current location. Sent: 16 April 2014 10:30:18 To: Michael Sprague (sprague@kiip.me) Hi Michael Thank you for getting back to me so soon!
From: Michael Sprague (sprague@kiip.me) You moved this message to its current location. Sent: 15 April 2014 00:31:53 To: georginakorrison@hotmail.co.uk Hi Georgina,
That is a good point about whether they want to see the physical liquid or a lifestyle image and I think the answer may be both! The participants in my focus group did an activity based on drinking from cups where they could and couldn’t see the liquid and they remarked on preferring the cup where they could see the liquid. But, I also feel that Purdey’s is a lifestyle drink so I would need to incorporate that too.
Cool project! Sounds like your biggest challenge is that people want to “see” the liquid but the ingredients are sensitive to light. If I were you, I’d rethink what consumer really want. Do they want to see that actual liquid? Or do they want to see a lifestyle image that resembles someone like them enjoying the refreshing beverage?
It’s interesting that you say AR is not the answer, I went to a Food and Drink Innovation show at the NEC in Birmingham and came across a drinks company already using it called Juice Burst and it has generating huge consumer interest, but I value your advice and I will rethink it. I really like the reward system idea and introducing sample packs a lot. The energy drink market are selling energy shots packs, so maybe the health drink market could use that too. Thank you very much for your advice, I really appreciate it.
Lifestyle imagery may be able to accomplish this without spending large budgets on a augmented digital experience. Regarding augmented reality and marketing; I don’t think that is your answer. I spent a few years doing marketing at Hasbro and have never seen a successful AR campaign. I think Facebook’s purchase of Oculus Rift might be one signal that it may be growing traction for the future but we’re not there yet (at least not in the States). Here’s a short article written from one of Oculus’s lead investors, Chris Dixon. He’s been following this space for a while and has some good insights here. I guess my two bits of advice are: a) Don’t look to AR to solve your marketing challenges b) Leverage Lifestyle photography and possibly video to do a lot of this heavy lifting
Please could I ask for your consent to you use your comments in my dissertation? Best wishes Georgina From: Michael Sprague (sprague@kiip.me) You moved this message to its current location. Sent: 16 April 2014 15:31:59 To: georginakorrison@hotmail.co.uk Sure. Feel free to use what I sent over. Good luck!
re: Moment-Based advertising Product sampling and rewards are something we’ve done in the past that have been successful with Pepsi Propel. Maybe you could create mini sample pack like Gatorade Gel Packs to drive trial. Hope that helps!
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From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 18 February 2014 12:51:37 To: jessicah@reflexlabels.co.uk Outlook.com Active View 1 attachment (1161.3 KB) Download 11_purdeys.zip (1161.3 KB) 11_purdeys.zipDownload Download as zip Good afternoon Jessica I am a third year student studying Fashion Communication and Promotion at Nottingham Trent University. I really enjoyed your lecture last month on print and packaging and it definitely influenced my decision for my final project! I am entering the D&AD New Blood Awards (http://www.dandad. org/awards/new-blood/2014/categories) and I am doing the Purdey’s brief (I have attached the brief for your interest). I have to repackage their existing product ‘Purdey’s Rejuvenate’ and also their new product that they are launching called ‘Purdey’s Natural Energy’. I was wondering if I could ask you a couple of questions on Purdey’s/drinks packaging please? It is a new area that I don’t have too much background knowledge of, so I would be very grateful for any recommendations/feedback! 1. What have you heard of about Purdey’s? Can you identify any positive and negative aspects of their current packaging at the moment? 2. Are there any innovative drinks (or out of sector) brands that have successful packaging at the moment? 3. What are the top packaging materials/techniques being used today? What is going to be the next big thing for packaging in the future?
Georgina Korrison http://georginakorrison.wix.com/portfolio From: Jessica Henderson (jessicah@reflexlabels.co.uk) You moved this message to its current location. Sent: 24 February 2014 07:24:53 To: georginakorrison@hotmail.co.uk Hi Georgina This is a good website for inspiration http://www.thedieline.com/ Make sure you check out the Dieline Awards too, always interesting. I’m not familiar with the Purdey’s brand but from a quick google it appears to be either a shrink sleeve, direct print or IML (in mould label). The way to tell is to purchase a bottle and check if it is wrapped in a printed plastic sleeve (like a Vimto bottle, or Febreeze spray can) or if it is a one piece pack with ink on a bottle. If you google those three technologies you will quickly notice the advantages to a labelling method such as shrink sleeves, over the latter two bottle printing methods. The key ones would be flexibility of design, storage, transport and waste (when changing lines, packaging or promotion it’s easier to recycle or discard 40,000 labels on a reel than 40,000 printed bottles). The tetrapak style container (attached) could be replaced with a doy pack with spout, to give environmental and packaging weight advantages. Have a look at the dieline site and I use pinterest for packaging news too. Oh and this one is excellent for worldwide marketing and brand activity of multinationals: popsop.com Good luck
4. Can you recommend any great sites I can use for packaging inspiration?! Jessica The information you provide will be treated in strictest confidence. All answers will be kept in accordance with the Data Protection Act and destroyed at the end of the project.
Look forward to hearing from you soon and thank you in advance for your time.
174Kind regards
Hi Georgina From: georginakorrison@hotmail.co.uk Sent: 09 April 2014 13:17:08 To: Jessica Henderson (jessicah@reflexlabels.co.uk) Hi Jessica I hope you are well. I am starting come up with my idea for my Purdey’s bottle and I would love your input on whether it is ‘timely’ enough and whether you could recommend any other alternatives.
Thanks for your email, your project sounds good. Were there attachments? Off the top of my head: - Re the app - great idea but don’t put your key egg in that basket. By which I mean, avoid relying on an app to persuade the consumer to make the purchase. Use it for secondary marketing / engagement such as your game idea, or other supporting activity.
I am targeting females aged between 20-30 years old, because in my research/focus group they felt the most health-conscious and the Purdey’s name and the title of their drink Rejuvenate feels very feminine. I also read in the Smart Packs issue of Inside Packaging that 20-30 years old women are more susceptible to packaging gimmicks!
- If you were to show the liquid by printing an image onto the pack, consider using NX or HD + fixed colour palette for economical yet top notch image quality. You will need to invest in a really good image here and colour management is essential. You would need a Delta AE reading of <2.
The ingredients inside Purdey’s are light-sensitive and therefore the packaging has to be opaque. I want to play along with this and my Big Idea is about revealing and sharing this secret. In my focus group, people didn’t like the fact that they couldn’t see the liquid so to get around this I would like to use augmented reality where the consumer can use the Blippar app (free) to scan the front of the packaging. On the phone, they will see the colour of the liquid, see how it’s made, maybe a game?
- Re materials, to me a classic glass bottle is the Chanel of containers, but I very much like the cartocan. Given the nature of your project and the UV blocking requirement, cartocan seems perfect. Is price difference relevant to your project? If so, remember to take into account the cost to ship and store the heavier glass container. When lightweighting packaging, the biggest savings often come from shipping and storage.
I also want to repeat the revealing idea on the actual packaging with a peelable label on the neck of the bottle as well. I am 3D printing my bottles!
- Re augmented reality - who knows! Short answer is ‘yes, there is a future for anything if you get it right’.
Please could I ask:
Hope that is of some use to you. Feel free to email me at this address in future. I am no longer working for Reflex Labels so this is the only email address you can reach me on.
1. Is there a future for augmented reality on drink’s bottles? 2. What material would you recommend? I was thinking of the cartocan but would like there to be a neck? 3 If you could recommend any further research or changes, I would be very grateful!
Best wishes Jessica
I am going to create a website with an integrated marketing campaign to create a buzz around the new packaging. I look forward to hearing your response. Kind regards Georgina Korrison https://www.linkedin.com/pub/georgina-korrison/55/ab/188 From: Jessehana Henderson (jessehana@gmail.com) You moved this message to its current location. Sent: 15 April 2014 15:00:00 To: georginakorrison@hotmail.co.uk
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To: annielloyd123@hotmail.com georginakorrison@hotmail.co.uk From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 27 March 2014 16:27:45 To: Hi Annie Thank you very much for offering to help me out!
Thank you again for all your help and please don’t rush if you have a lot of work at the moment, but if you could provide the answers and images by w/c 7th April that would be great.
I need to create a lot of in depth consumer profiles so the questions may seem really random!
Any problems/questions, let me know.
1. Please state your age and occupation: 2. If you own a smartphone/tablet what are your most used apps? 3. What is your favourite game to play? (can be a board game or an app) What do you like about the game? 4. What social media channels do you use? What do you use each of them for?
Love Georgina x
5. If you have Twitter and/or Instagram please state how many people you follow and how many followers you have back. 6. What are you top listened to music tracks? 7. How often do you exercise per week and what type of exercise is it? 8. What do you like to drink pre and post exercise? Why? 9. What’s your favourite colour? 10. Where and what do you like to do for fun with your friends/partner? 11. What is your ‘go to’ drink in the supermarket/convenience store? 12. For your chosen drink, what information are you most interested in finding out/interacting with? (e.g.brand history, ingredients, game based on the brand, social media) 13. For a drink that is meant to be consumed on-the-go after exercise, what qualities/attributed do you expect it to have? (packaging, ingredients, weight etc) 14. A drinks brand is offering an interactive label where you use your mobile to scan the packaging to find out more information about the product, watch their latest ad campaign, and play a game. Do you think this sounds exciting? Would you try it out? 15. Out of 10, how good are you at keeping secrets? (1-not very good) 16. When you find out a secret about someone/something, how do you feel? Please submit with your answers: 1. A picture of your most personal/favourite item(s) neatly laid out on a white piece of paper. (if more than one on separate paper please) 2. A picture of yourself (one that you are happy for me use in my report) 3. A list of ALL of the brands that you have interacted with during a normal working day (e.g. you wake up and use Oral B toothpaste and then wash your hair with Herbal Essences)
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The information you give me will be used in support of my work and will be written up in my project/ dissertation. Anything you say and any images that you provide will be treated with the strictest confidence. All of the information will be destroyed when I have graduated. Please reply with your consent.
From: Annie Lloyd (annielloyd123@hotmail.com) You moved this message to its current location. Sent: 11 April 2014 21:06:38 To: georginakorrison@hotmail.co.uk Outlook.com Active View 1 attachment (70.5 KB) View me.jpg in slide show Download View slide show (1)Download as zip Apologies I was waiting til the easter holidays as I have more time now! see my replies next to your questions below. as I mention I will not be able to send you a pic of my fave things.. I can list them? can send it on Monday xxx
Instagram: 0 followers 3 following From: Pamela H (pamelah2 _ 002@hotmail.com) You moved this message to its current location. Sent: 16 April 2014 21:25:12 To: georginakorrison@hotmail.co.uk Outlook.com Active View 5 attachments (total 14.3 MB) Download 021.JPG (3.8 MB) 021.JPGDownload Download 022.JPG (2.8 MB) 022.JPGDownload View 023.JPG in slide show Download View 025.JPG in slide show Download Download SAM6 _ 242.JPG (4.6 MB) SAM6 _ 242.JPGDownload View slide show (2)Download all as zip Hi George, Here are my answers. I give consent for you to use these anonymously in your dissertation project.
6. What are you top listened to music tracks? 7. How often do you exercise per week and what type of exercise is it? Hockey twice a week: 1x training session, 1x match (occasionally 2 matches). Walk to and from work everyday, 30 minutes each way. 8. What do you like to drink pre and post exercise? Why? I drink water before I exercise and I have started to drink Lucozade Sport (orange) during and after games. I was getting headaches after playing and drinking more water did not seem to help. I tried drinking Lucozade and this has stopped the headaches. 9. What’s your favourite colour? Turquoise 10. Where and what do you like to do for fun with your friends/partner? Watch TV series or films at home, go out for dinner/drinks locally, go bowling 11. What is your ‘go to’ drink in the supermarket/convenience store? I rarely buy drinks when out but if I did I would choose water, or a lemon or orange flavoured still drink such as juicy water or similar own brand product
1. Please state your age and occupation: 27, Training & Events Coordinator (Pearson) 2. If you own a smartphone/tablet what are your most used apps? In no particular order: Email, Google Maps, Skype, Halifax, Facebook, Pinterest, Instagram, Duolingo, Snapchat 3. What is your favourite game to play? (can be a board game or an app) What do you like about the game? Solitaire/Cards (on phone) because it is easy and I don’t have to think about it. Good for passing time when waiting/on trains etc. Sorry (board game) gets family together and is fun and unpredictable. Good for a laugh! 4. What social media channels do you use? What do you use each of them for? Personal use Facebook for keeping in touch with friends, organising events and activities. Pinterest - browsing for entertainment, keeping track of things/ideas/information I want to keep for future reference Business use - I am planning on setting up my own business and have been using Facebook, Twitter, Instagram, Pinterest to upload product photos and am slowly starting to build a social media presence 5. If you have Twitter and/or Instagram please state how many people you follow and how many followers you have back. Twitter: Personal (I don’t use this anymore) Following 95, Followers 18. Business Following 265, Followers 85.
12. For your chosen drink, what information are you most interested in finding out/interacting with? (e.g.brand history, ingredients, game based on the brand, social media) Price, flavour and still vs. sparkling are what I consider, and I try to avoid ‘sports’ or ‘energy’ drinks on a day-to-day basis. 13. For a drink that is meant to be consumed on-the-go after exercise, what qualities/attributed do you expect it to have? (packaging, ingredients, weight etc) I prefer simple packaging but that would not be the main influencing factor on whether I purchased a product. I don’t have much knowledge about ingredients and what is good/bad, but to me own brand/simple looking products present an image of having less added sugar and chemicals so I would choose these. I like to be able to bulk buy and prefer to buy products when they are on offer. 14. A drinks brand is offering an interactive label where you use your mobile to scan the packaging to find out more information about the product, watch their latest ad campaign, and play a game. Do you think this sounds exciting? Would you try it out? This doesn’t sound exciting to me and I wouldn’t try it. 15. Out of 10, how good are you at keeping secrets? (1-not very good) I would rate myself as 9 out of 10 if I know it needs to be kept secret, but perhaps 6.5/10 if I have not been explicitly told it is secret 16. When you find out a secret about someone/something, how do you feel? It depends on the
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nature of the secret. Please submit with your answers: 1. A picture of your most personal/favourite item(s) neatly laid out on a white piece of paper. (if more than one on separate paper please) 2. A picture of yourself (one that you are happy for me use in my report) 3. A list of ALL of the brands that you have interacted with during a normal working day (e.g. you wake up and use Oral B toothpaste and then wash your hair with Herbal Essences) Colgate toothpaste Nivea sensitive skin face wipes Boots own brand Cucumber Face Moisturiser Crabtree & Evelyn Hand cream Body Shop cranberry lip balm Boots own hand and nail cream Boots brand similar to herbal essence shampoo L’oreal conditioner Johnsons Face wash Johnsons night face cream
From: Rachel Sunderland (rachel.sunderland@ntlworld.com) You moved this message to its current location. Sent: 07 April 2014 23:20:00 To: Outlook.com Active View 4 attachments (total 5.3 MB) View image.jpg in slide show Download View image2.jpg in slide show Download View image3.jpg in slide show Download View image4.jpg in slide show Download View slide show (4)Download all as zip Hiya....hope it’s not too late 1. Please state your age and occupation
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27, Analytical Chemist 2. If you own a smartphone/tablet what are your most used apps? WhatsApp, Facebook, Netflix, BBC Iplayer, Nationwide online banking 3. What is your favourite game to play? (can be a board game or an app) What do you like about the game? Don’t really have a favourite game to play. I occasionally download an app play it for a little bit then get bored/forget about it. Currently playing City Island 4. What social media channels do you use? What do you use each of them for? Facebook - keeping in touch with friends all over the world 5. If you have Twitter and/or Instagram please state how many people you follow and how many followers you have back. N/A 6. What are you top listened to music tracks? Maroon 5’s albums, otherwise whatever is on the radio. 7. How often do you exercise per week and what type of exercise is it? Depends on the week and what I have on so varies between 2-6 times per week. Mix of Hockey training/matches, cricket training/matches, gym, swimming, physio led sports rehabilitation class (mix of aerobic type exercises and strength and core conditioning). 8. What do you like to drink pre and post exercise? Why? Mainly water, sometimes squash. Very occasionally a sports drink. I drink a lot and get dehydrated extremely quickly, I find water/squash is the best way to combat this. 9. What’s your favourite colour? Blue 10. Where and what do you like to do for fun with your friends/partner? Visiting new places, watching sport, playing sport, cooking, baking, cinema, watching films, going for meals/drinks, going for wanders, picnics, travelling/holidays 11. What is your ‘go to’ drink in the supermarket/convenience store? If not water, probably something like Pepsi Max 12. For your chosen drink, what information are you most interested in finding out/interacting with? (e.g.brand history, ingredients, game based on the brand, social media) Ingredients 13. For a drink that is meant to be consumed on-the-go after exercise, what qualities/attributed do you expect it to have? (packaging, ingredients, weight etc) Easy packaging e.g sports cap. ingredients - don’t want it to be too high in calories/full of rubbish 14. A drinks brand is offering an interactive label where you use your mobile to scan the packaging to find out more information about the product, watch their latest ad campaign, and play a game. Do you think this sounds exciting? Would you try it out? Probably not something I’d bother to do. I’d read it, think maybe later then probably completely forget 15. Out of 10, how good are you at keeping secrets? (1-not very good) 8 16. When you find out a secret about someone/something, how do you feel?
Depends on the secret, usually it doesnâ&#x20AC;&#x2122;t really have an affect. Very very occasionally, if itâ&#x20AC;&#x2122;s a pretty major secret, I can feel slightly burdened/worried about it. Please submit with your answers: 1. A picture of your most personal/favourite item(s) neatly laid out on a white piece of paper. (if more than one on separate paper please) 1 pic - a cookery book because I really enjoy cooking/baking. Other 2, while not necessarily my favourite, represent souvenirs from some of my travels 2. A picture of yourself (one that you are happy for me use in my report) 3. A list of ALL of the brands that you have interacted with during a normal working day (e.g. you wake up and use Oral B toothpaste and then wash your hair with Herbal Essences) Braun Oral b, Sensodyne, Tresemme, Dove, Olay, No 7, Ghd, Tesco?, Samsung, Batiste Hope the answers are ok Rach x
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From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 08 March 2014 13:35:22 To: morninggloryplease@gmail.com Dear Samantha
Sent: 08 March 2014 13:58:51 To: georginakorrison@hotmail.co.uk Hey Georgina, Will get this to you on Monday or Tuesday.
I read about your unique business venture in a WGSN article on the latest, emerging sports trends for 2014. I think your events look great fun, and I would love to give it a try when I am back home from university!
In the meantime, could you please email through a screenshot of the article as havenâ&#x20AC;&#x2122;t seen it. Thanks,
I am in my final year at Nottingham Trent University studying Fashion Communication and Promotion and for my final dissertation I am looking into the health and drinks market. I am researching the health trend in and out of the beverage sector and I am hoping to use your business as a case study in my report. Could I ask the following questions please: 1. What inspired you to start Early Morning Raves? 1. What makes you stand out compared to the other health and fitness regimes around at the moment? 2. Who are your main competitors in the market?
Sam From: morninggloryplease (morninggloryplease@gmail.com) You moved this message to its current location. Sent: 12 March 2014 14:06:37 To: georginakorrison@hotmail.co.uk Sorry hun. Very busy. Next free day is Friday. Can you wait till then? Alternatively we can chat at about 4pm tomorrow. Thanks Sam x On Wed, Mar 12, 2014 at 1:53 PM, Georgina Korrison <georginakorrison@hotmail.co.uk wrote: Dear Sam
3. Who would you say is your target consumer? 4. Where do you see your business in 5 years time? 5. Are you considering any collaborations in the future? 6. What is your personal opinion on the health drink industry at the moment? Would you consider allowing a specific health drink to sponsor you? The information you give me will be used in support of my work and may be written up in my project/ dissertation. Anything you say will be treated with the strictest confidence and will be destroyed at the end of the year. Have a lovely weekend and look forward to hearing from you soon. Kind regards Georgina Korrison http://www.linkedin.com/pub/georgina-korrison/55/ab/188 From: morninggloryplease (morninggloryplease@gmail.com) You moved this message to its current location.
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I was wondering if you have had the opportunity to answer my questions? What did you think of the WGSN attachment? Best wishes Georgina After several emails and a phonecall - I did not receive an email with the answers to my questions unfortunately.
From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 27 March 2014 15:06:27 To: stuart@labelapeel.co.uk Dear Stuart
From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 27 March 2014 15:35:22 To: Stuart Kellock Hi Stuart
I saw your company when I visited the Packaging Innovation show recently and I think you might be able to help me out for my project!
Thank you for your prompt reply!
Let me introduce myself....I am in my final year at Nottingham Trent University studying Fashion Communication and Promotion. I am rebranding and repackaging the health drink Purdey’s Rejvenate and their new drink called Purdey’s Natural Energy. The ingredients inside Purdey’s are light-sensitive and therefore the packaging has to be opaque. I want to play along with this and my Big Idea is about revealing and sharing this secret. In my focus group, people didn’t like the fact that they couldn’t see the liquid so to get around this I would like to use augmented reality where the consumer can use the Blippar app (free) to scan the front of the packaging. On the phone, they will see the colour of the liquid, see how it’s made, maybe a game? I also want to repeat the revealing idea on the actual packaging with a peelable label on the neck of the bottle as well. I am 3D printing my bottles (x2) and I was wondering whether you would be able to create 2 peelable labels for me please? I noticed that you are close to me in Leicester, so I am happy to come in and talk to you if you would prefer. I look forward to hearing your response. Kind regards Georgina Korrison https://www.linkedin.com/pub/georgina-korrison/55/ab/188 From: stuart@labelapeel.co.uk To: georginakorrison@hotmail.co.uk Date: Thu, 27 Mar 2014 15:26:56 +0000 Subject: RE: Regarding twitter conversation - health drink dissertation help! Hi Georgina We would be delight to be able to help in any way we can. Peel and reveal labelling can involve some pretty spectacular tooling costs which obviously we would prefer to avoid but I am sure that if we were to have a conversation we will be able to find some ways around this. I am busy for the next 3 weeks but would love to meet up any time w/c 21st April. If that is agreeable then let me know a time that suits you best. Kind Regards Stuart
Yes, I am happy pay a cost for the labels, but being a student I am sure you can understand that I have a budget plan, so it would be great to meet in person and discuss this further! I shall hopefully have all of the technical drawings done by then to send to the product designer I am collaborating with, so you can get an idea of dimensions etc. I am free any day w/c 21st April, so is there a day convenient for you? In terms of timing, I will not get my timetable for the final term until w/c 14th April, so is it okay to confirm a time then? Are you near Leicester station? I don’t have a car so would need to use public transport. Best wishes Georgina From: Stuart Kellock (stuart@labelapeel.co.uk) You moved this message to its current location. Sent: 01 April 2014 06:01:32 To: georginakorrison@hotmail.co.uk Hi Georgina Sorry for the delay in getting back to you. Can we provisionally do it on Tuesday 22nd April at about 10.00am dependent on your timetable . Unfortunately we are a little way out of the city centre but if you call me when you are on the train and let me know your time of arrival I will arrange to have you collected from the station and brought to our offices. Kind Regards Stuart M. 07788746029 From: georginakorrison@hotmail.co.uk You moved this message to its current location. Sent: 09 April 2014 12:47:32 To: stuart@labelapeel.co.uk Hi Stuart Sorry for the late reply, I have been in Tokyo! Yes 10am sounds great, I will confirm with you next week when I get my timetable. Thank you very much, that would be perfect. Look forward to meeting up with you then. Kind regards Georgina 07887 573923
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Label Apeel Factory Tour
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Appendix 6 Conversation started 4 March Georgina Korrison 04/03/2014 18:54 Hi Rory How are you? How is work going? I have a favour to ask...for one of my final uni projects I am repackaging/branding a health drink called Purdey’s. I am designing the graphics for 2 bottles and I am desperately (and struggling) to find help in my uni for somebody to help my create models of the bottles. Is this something you have any knowledge of? And/or would you know anybody looking for work to add to their portfolio? Thanks xx 4 March Rory Thompson 04/03/2014 22:55 Rory Thompson
Some details: 1. STL format has to be SINGLE MESH 2. 125x125x125mm 3. I will aim to post the sketches to you by Monday 21st April so you have 2 weeks. 4. 3D printer by w/c Monday 5th May (man said should only take 2 days to print) 5. Gives me a week before my hand in to sort out the labels. Would you prefer the sketches by post or scanned in? Is that enough time for you? Georgina xx We spoke on the phone afterwards and I visit Rory’s studios in Manchester for the final development stage.
Dropbox link: https://www.dropbox.com/sh/muw77vot2mgrgia/ AAAOY1yrBbqQ9vkERyacrjzza
I can CAD up anything you want. From that you could get it 3D printed all over the country and probably in your university. Could also hand make out of clay or turn a wooden one on a lathe. Send me somes sketches. Crude or refined so I can get an idea. Once I have that I will call you back. What is your number? Could also laser cut it in layers in a clear perspex. Your final option is to get a glass blower to do you a prototype. This is something I can’t do but could help you find someone who might. Lots of options. All have pros and cons 5 March Georgina Korrison 05/03/2014 12:09 Georgina Korrison Thanks for getting back to me! Really appreciate it Wow thank you sooo much for offering to do that, CAD is one programme that I have not been taught, so that would be amazing. Yeh a friend said they have a 3D printer here but as I am not a product student etc it can be hard for the uni to sign it off...if they don’t then I expect it will be mega expensive. I will have to look into it. I am still in the research phase at the moment..only started the project about 2 weeks ago, just seeing my options for the implementation stage. But yes, of course, I will probably start sketching some ideas in a couple of weeks? Is that okay? I have idea’s already just refining them at the moment. I am not super technical so any advice is great! What option do you suggest, money-wise but also looking the most professional? My number is 07887 573923. What is your email? From: Sent: To:
georginakorrison@hotmail.co.uk 14 March 2014 12:07:59 rory@spunj.co.uk
Hi Rorry
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INVOICE Invoice Number:
20140025
Date: 12.05.2014
Billing Address: Georgina korrison Flat 201 Talbot studios 118 talbort street Nottingham NG1 5GL General description - Initial prototyping stage Initial design and CAD Development for Drinks bottle. The CAD needs to compatible with a 3D printing machine. Date 08.04.14 24.04.14 28.04.14 02.05.14 08.05.14
Hours worked by Rory 3 4 1.5 1 1.5
Rate
Amount 20 20 20 20 20 Total
Please make payments direct into: Payee name : SPUNJ LTD Account No. : 64340821 Sort code : 01-10-01
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Description
£60.00 Initial CAD drawings, 3d PDFs, renders. £80.00 One to one design and development of the bottle £30.00 Render bottle, with label for visuals £20.00 Technical drawing with Dimensions. £30.00 Final renders £220.00
3 Filey avenue Manchester M16 8DW 07979153893
From: Sent: To:
georginakorrison@hotmail.co.uk 02 May 2014 15:26:55 sharon@excel-printing.co.uk
Outlook.com Active View 3 attachments (total 3.2 MB) Download STL File test for format (2).STL (1296.7 KB) STL File test for format (2).STLDownload View new label correct size for shrink.jpg in slide show Download Download Bottle prototype spunj ltd version 7.PDF (143.3 KB) Bottle prototype spunj ltd version 7.PDFView online View slide show (1)Download all as zip Hi Sharon Further to our phone call earlier this morning, I have attached an STL version of the bottle, an image of the label and a PDF with dimensions on. The product designer is currently finishing off the file to 3D print the bottle next week, so please note that both the bottle and label may slightly change, but not by huge amounts. I would need to have the label printed by the end of next week please. Thank you for helping me out and I look forward to hearing from you soon! Kind regards Georgina Korrison 07887 573923
Hi Sharon I have designed the label ‘rectangular-ish’ (282x240mm) because I would like it to cover the whole bottle, however I am not sure how much I will need to allow for when it goes into the grooves. I have not had any previous experience of this, so please let me know if the attached is wrong! Also, I am not sure if you have noticed but I was hoping to have a serrated bit where I would like the label to peel off. If this is not practical to achieve, then please don’t worry. Have a lovely evening. Georgina From: Sent: To:
Sharon Hulse (sharon@excel-printing.co.uk) 07 May 2014 12:59:45 ‘Georgina Korrison’ (georginakorrison@hotmail.co.uk)
Hi Georgina, We are able to produce the label in vinyl and the cost would be £24.00 , But we are unable to do the perforated section cut out. Please confirm asap if you wish to proceed. Thanks Sharon
From: Sharon Hulse (sharon@excel-printing.co.uk) Sent: 06 May 2014 14:32:53 To: georginakorrison@hotmail.co.uk Hi Georgina, I’ve spoken to John, If you can supply a scale drawing of the label there is a possibility we could produce a label. We are unable to produce a vinyl wrap for a bottle. Thanks Sharon From: georginakorrison@hotmail.co.uk Sent: 06 May 2014 18:10:28 To: sharon@excel-printing.co.uk Outlook.com Active View 1 attachment (1877.5 KB) View LABEL.jpg in slide show Download View slide show (1)Download as zip
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Appendix 7
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Dayllen Patel 2011 (N0378203) <dayllen.patel2011@my.ntu.ac.uk> Fri 14/03/2014 11:03 Deleted Items Hi Gerogina, I saw your poster inside the gym this morning, and I wouldn’t mind helping you.. Georgina Korrison 2011 (N0391454) Fri 14/03/2014 11:58 Sent Items Hi Dayllen That’s great - thank you so much! I am in the process of booking a room on the uni site, so I will let you know as soon as I know See you Thursday Georgina Georgina Korrison 2011 (N0391454) Wed 19/03/2014 11:41 Sent Items To: Dayllen Patel 2011 (N0378203);
1.
Initial Questionnaire (prepare drinks in cups)
2. Start with some questions - You wake up feeling tired what do you drink? - You are about to go for a run what do you drink? - Whilst you are doing physical activity what do you drink? - You have finished your workout feeling exhausted what do you drink? - What is your ultimate go to drink? Why? - Do you like to try out new drinks often? - There is a new fitness trend where companies are setting up community work outs on the top of car parks, in a disused warehouse. A lot of them are incorporating DJs and making it an early morning workout before you go to work. Does this sound like something you would be interested in going to? - Would you buy 2 health drinks together if they both offered different benefits depending on your exercise routine/time of day e.g pre-work? 3. Give them the drinks in different coloured cups. One colour at a time. Record your experiences before you taste it and after. Discuss afterwards favourite cup and why. 4. Introduce Purdey’s to them. Give them a new Purdey’s drink to pass around and then give back to me. Ask them to draw and write down attributes that they remember. 5. Give them back a new bottle each and get them to open it and record what they like/ don’t like. Give them a cup and taste it too and record flavours. 6.
Finally, please get them to draw their ideal health drink on the piece of paper.
Hi Dayllen
7.
One more, would you consider going out and purchasing Purdey’s for yourself?
Look forward to seeing you tomorrow. The focus group will be in room 113 in Waverley. Phone me on 07887 573923 if you get lost :)
8. Thank you for coming and please look out in the following week to see if you have won the £15 voucher!
Georgina Other people responded via text message and Facebook.
Order of Focus Group
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Focus Group Transcript Date: Thursday 20th March Time: 5-6pm Location: Waverley building, Nottingham Trent University Attendees: Joe Bennion (JB), Josh Wickens (JW), Lauren Edmondson (L), Dayllen Patel (D), Jake La Costa (JC) and Rebecca Greenwood (R). Focus Group Leader: Georgina Korrison (G) Questionnaires have been filled in. Drinks have been drunk out of the yellow, red and green cups and their thoughts have been recorded on the worksheet. G: So now I would like to hear your thoughts on the types of things that you drink in certain parts of the day, so the first question is your, you know you are gonna go for a run or your gonna do a physical activity, what would you drink beforehand? JB: Water, or is that like? G: Just water? Like it could be a brand. JB: Like what sort of exercise? The one that you particularly do. G: Yeh, it could be the gym or whatever you do. JB: Okay G: If you do climbing or.. JW: Like a pre workout G: Yeh, pre workout. JB: I drink protein shakes and lots of water. G: By protein what do you mean? JB: Erm, like one with caffeine in and things like that. G: Okay, from the health food shop? JB: From myprotein G: Anyone else? L: Just water really. R: Yeh water. G: Why water? R: I think it’s hydrating. G: Okay, that’s fine. And then post workout? R: Water L: Water JC: I sometimes have a glass of milk. G: Milk? Okay. JB: Maybe a protein shake a little bit later after. D: Yeh a protein shake. G: Okay, what about if you’re not gonna do exercise..but I dunno you need a pick me up. I did kind of say it in one of the questions on your worksheet, so you’re having a midday slump, would do you put for that? JB: I just have more water R: Tea L: Coffee D: Juice that’s 100% pure and not from concentrate. G: Okay JW: I said milkshake. G: Did you? [laughs in room] JW: Yeh. JC: I don’t think I put on here, but I tend to drink just like straight milk at some point during the day either pre or post, because it’s really good for you.
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G: But not flavoured? JC: No, just straight milk. G: Okay, what is your, if you can say one, your ultimate go-to drink? So you’re in the supermarket and fancy a drink, what brand would you go for? R: Fanta, because it’s orange G: It doesn’t have to be healthy, just if you’ve got a favourite drink D: Strawberry Ribena L: Yeh Ribena, actually. G: So, fruity… JW: Nourishment, the drink that comes in like a tin can. JB: I always drink water! G: You’re so healthy! What about you? [looks at Jake] JC: Smoothie is pretty good, but they’re always really expensive! G: Do any of get Boot’s meal deal? L: Not really JB: I get Tesco meal deal G: Okay, do you tend to go for the more expensive drinks then if you know it’s in the meal deal L: Yeh R: Yeh, make the most of it. The most expensive everything! L: Hmm [laughs] G: If you see a new drink on the shelf, do you think you’re the type of person to just try it out? Or would there need to be something, like a promotion or a smaller version just to try it and see if you like it? Or do you always stick to what you know? JW: I don’t think I stick to things, just got for whatever. JB: I usually stick to what I know. R: I think it depends, like say for Innocent Smoothie, if there was a new one I would buy it. G: So like if it’s an extension of a known brand? R: Yeh L: Mmm JW: An example of one of those drinks that claims to be a breakfast drink, like pretends to be a substitute for a breakfast, it tasted horrible but I tried and never heard of it before, I saw it on the shelf and think.. G: Okay, what made you try it? JW: Probably just the branding and the convenience obviously. R: But you don’t really hear about those drinks until you are there. G: Would ever buy, more in terms of exercise, but would you ever buy..if you saw 2 drinks from the same brand being sold together, because they’re promoting maybe one’s that for pre exercise and one’s for post. Would you be happy to buy them as a duo pack? Does that make sense? JB: Yeh G: So if it offered a refreshing kick in the morning and then the second bottle gave you more energy for the afternoon, would you be inclined to buy them as a 2? JC: I think it would depend what kind of thing it is, if it’s something like really high intensity, I would be a bit wary of it, because things like Red Bull I don’t like. But, if it was an extension of Powerade of Lucozade, then maybe. It would depend on what kind of drink it was. R: I think it would have to be packaged together, because otherwise I would just pick up one over the other. G: So, if it was a duo pack? R: Literally yeh, so if it was just one price rather than 2 prices. JW: I think I would probably be quite suspicious of it, in that area if you’ve got a product that you go to in terms of a pre workout and post workout drink then you can’t see the advantage in changing from that train of thought. JB: I think it would depend quite a lot on the nutritional values, I always check them, of either. R: That’s true, because one might be healthier than the other.
G: Yeh, they’re just selling the other one just because it’s convenient and it’s probably not as good. G: So, I am researching the health trend as a whole, and there’s a new craze, a new fitness craze and it’s happening in London and they invite you, you can be any age, at 6 in the morning to workout before you start work, but it’s got DJ sets and it’s dancing. There’s no alcohol there, there’s a smoothie bar, a massage room. It’s community driven, they them in disused warehouses, pop-ups, tops of car parks. JB: Does it have a name? G: It’s called Morning Glory Raves [laughs from attendees] JW: That’s going to catch on! JC: Yeh! G: Does this sound like something you would go to try out? L: Yehhh JB: Maybe JC: I wouldn’t get up to dance, if it was an actual workout, like a blast session then I would. G: But you’re not drunk JB: Why would you be drunk at 6 in the morning?! G: Well it’s a bit like a rave and people go in their PJs, it’s really popular it was in the News. R: It sounds like fun, I would go JC: I don’t know… R: If I knew that it offered actual results, like Zumba I wanted to go and try that because it offered results. G: I think this is just a form of fun R: It would be an experience, yeh. Because, I like things that have experiences, it makes me remember exactly the product or… G: Can I ask briefly what was your favourite colour cup from the taste experiment and why? JW: Green G: Why? JW: Because it’s my favourite colour and if you look at it and ignore completely what’s in it…and look at your categories like locally-sourced kind of thing, this would fit the most criteria. The yellow one reminds me of Sunny D, because it’s a really vibrant yellow and red’s like stay away or possibly like a berry flavour, so I guess green would be my favourite. R: For me it was yellow, because the drink was yellow and so in my head it matched. JB: I like the red one, I’m not sure that was because it was the first one and I was thirsty so yeh that was my favourite colour out of the 3. D: I liked the green one, because it was the most sweetest, but I don’t know why. And I like it because it looks recyclable. G: Environmental. L: I didn’t like any of them, really. Yeh, sorry. G: That’s fine. So the colour didn’t influence you at all, you were most interested in the taste? L: Yeh JC: I liked the green one as well, because I like earthy colours, like green, browns, blacks. So, visually I would find that more attractive on a shelf than say yellow packaging and also I wouldn’t associate it with a particular flavour. G: You think it’s neutral. JC: Yeh, so if I saw yellow I would probably think it has lemon whilst green, it could be a whole host of things. G: Okay, now I am going to give you a bottle to pass around. This is a health drink called Purdey’s, which was what you were drinking out of the coloured cups, so just pass it around. Look at it, look at what it says, feel it, don’t open it just yet and just pass it round. [whilst attendees pass around 1 bottle of Purdey’s] G: Have any of you heard of Purdey’s? R: No JC: I’ve seen it briefly
D: I’ve seen it in Superdrug or Boots G: Yeh, you’ve never tried it? D: No [bottle returns to Georgina] G: Now can you please and draw slash write anything that you can remember. Visually, whether it was words, colour, material – be uncreative or as creative as you want to be. There’s no right or wrong. I just want to know what you visually remember. [attendees draw/write on worksheet] G: Don’t be afraid to say things that you don’t like JC: Is this is supermarkets? Where can you buy it? G: It’s in Boots, Tesco’s, GNC, Holland and Barrett L: Poundland G: Yes, it was 2 for £1 in Poundland JC: That’s pretty good! G: Yeh, seeing as its retailed at £1.50-80, it is expensive [pass a bottle round for each of them to open and try to record their thoughts on worksheet] G: So yeh, you’re onto the next activity now yeh. G: Do you like it Joe? JB: Yeh, it’s nice. R: I think it’s nice. G: Do you? JC: It’s alright. I wouldn’t pick it for my first choice. JW: It reminds me of like Calpol JB: Calpol? What calpol did you have? JW: The orange flavour G: So is that a good thing? JW: Well I’ve just written down on the sheet Berocca. L: Yeh! That’s what it tastes it like. JB: I wrote haribo gummy bears JW: It’s just an expensive Berocca isn’t it. G: Do you feel like it’s doing you good then? Having the vitamins? JW: I put on the first one… JC: Now you’re saying it, it does. I didn’t really think like that but… JW: Yeh D: It tastes like Tango Apple but not sugary. R: I wasn’t expecting it to be fizzy L: Yeh G: Weren’t you? R: No JW: When you see the bottle though, you don’t think it’s fizzy yeh R: I don’t get why it’s in a brown bottle G: Calpol is in a brown glass though isn’t it JB: Yeh G: Have any of you noticed the numbers? JW: Yeh R: Yeh G: Do you like that? JW: At least it explains the benefits R: At first I thought it was just random G: Have out noticed the 1, 2 and 3 JW: [showing JB] it’s on the graphics JB: Ohhh G: Do you what the illustrations mean? Like why are the scissors there?
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R: Why is there a chair? JB: No L: [laughs] why is there a chair?! G: Write what you think down. Do you like the weight, the fact it’s glass, because not many on the go drinks are made of glass. L: If it was on the go, it would be a bit of a nightmare to carry around. R: I wouldn’t want it smashing L: Yehhh G: The Boots manager said to me this is the only glass bottle that they sell, it’s a nightmare they’re always breaking. L: It seems a bit unnecessary JC: I think it looks quite compact, like squashed in. JW: It does look like it’s really expensive, like the Latin especially. But the quality of material and graphic design, you always tend to make more. R: But then I think the illustration makes it look a bit funny, it devalues it I think. G: I just don’t understand some of the icons, like the stopwatch L: Yehh, and the chair seems like the opposite of rejuvenation – not sitting down! JC: It’s not selling it as an on the go drink, because that’s suggesting like to just chill out. If you sold it like that then that’s fine but it doesn’t fit with the typical idea of an on the go drink. G: Do you like the fact that you can’t see the liquid? L: No, I don’t like that at all. It puts me off a lot. It looks black. It looks like a medicine. G: That’s the problem, they state that the film has to be opaque because there’s antioxidants inside that are light sensitive JB: Ahh really G: So if the light gets to them, apparently it will change the colour and flavour JW: That’s weird D: Isn’t that the same with certain olive oils G: Yeh, that’s true D: Sometimes you buy it in bottles that are opaque as well JW: Oh okay G: There’s a new one that I am also packaging called Natural Energy L: Oh okay G: There’s no caffeine in it, at all it’s all fruit juice again, vitamins and antioxidants R: So this is caffeine free as well? G: Yeh R: How does it rejuvenate then? That’s weird JC: The name Purdey’s sounds quite… R: Purvey [laughs] JC:..high end G: Now you are all aware of it, would you go out and buy it? JB: It depends how much it was R: Yeh how much is it? G: Well it depends if you get it in the meal deal but normal selling price is around £1.50-80m, it depends where you go. R: They’re trying to market themselves high aren’t they JB: If it had some caffeine in, I would as a pre workout G: Okay, I can’t change the ingredients unfortunately. JW: I just think it’s trying to be expensive through branding and other things, but I feel to make it they just drop a tablet into some water, that’s just how it feels. Like a con almost. G: Okay, are you second bit now. Your ideal health drink. If you walked into a supermarket what would be your ideal health drink on the shelf. 190 [attendees draw their ideal health drink on worksheet]
[JB drinks out of big glass water bottle during the session] G: Why are you drinking out of a glass water bottle? JB: Because it doesn’t affect the taste of the water and it’s filtered water so… JW: Don’t plastic bottles have oestrogen in or something JB: Yeh you have to have like Bupa-free ones so it doesn’t leak into the water. Have you heard about that? G: Nooo. I know the plastic leakes into the liquid, chemicals. Bupa free? JB: Ah no BPA. It’s a type of chemical. G: Ah okay, does that annoy you carrying around that massive glass bottle? JB: I’ve only done it recently but previously I used to carry around like a 2 litre plastic one and I had to replace it now and then whereas this is a bit sturdier, because I drink loads of water. G: How much do you drink? JB: Between 4 and 6 litres a day. G: Okay, are you ready to share your ideal drink? JB: I’ve kind of already explained. It’s basically that [points to his glass water bottle]. I drink a lot of water, it’s really refreshing and I tried to have filtered water, because I like the taste and less chemicals. G: Okay, so glass material? JB: Yeh. I do have pre workout as well. That’s a different thing altogether. G: What about you Josh? JW: I’ve done an illustration for you. [everyone laughs] G: So we have a cow?! JW: It’s kind of like a card carton, kind of like Capri Sun made of card and it’s got a cow on it and it’s a sunny day. So it shows that it’s locally sourced and it has got all the values on the front, because they’re proud of what’s in it. G: So easy to read label, you know what you’re getting from it. JW: Yeh cheap but not too cheap, I’ve put local and natural. You get suspicious if it’s too cheap. And it’s on the go so you can throw it away. G: And you like the cardboard because it’s light? JW: Yeh and environmentally you can recycle it afterwards because you’re not gonna use it again. R: Is it milk? JW: Yeh like a protein based drink. D: My one is a plain normal drink, I put my name there because I couldn’t think of a name! [everyone laughs] Instead of having a big label blocking the light going through the drink, I’ll have my name written like carved and have small pictures of fruit which will attract people. And then write 100% on it, so I know that it’s 100% pure and not a fizzy, concentrated drink. And also 750cl so you finish it quick plus it’s a pull-up cap at the top, because if I spill it, it won’t spill out as much. G: Great and what material would that be? D: Just plastic because it’s cheap and recyclable. G: Yep and colour? D: See though. JC: Erm so mine would be like yours [looks at JW] made out of cardboard, you know like Coconut Water, a bit like one of those. But rather than have a plastic lid, it would be like you squeeze, you know like you have on orange juice cartons, you just open the top it doesn’t have a top or anything. So you’re not using plastic or anything. It would have a high vitamin value and I would like to think that the price would be not too high but not kind of really low, so I feel like I am getting value for money. If it’s really expensive, you will have the odd one, but you want to be able to buy it quite regularly. Yeh, and obviously the cardboard because after a while -it breaks down. And then on the packaging it would have, because it would be a fruit-based drink, almost like a smoothie and it would have greens, browns – slight dark, earthy colours to have those links with the environment and the earth. G: Thank you. L: Yeh just clear plastic again and I like those pull up lids as well, so you can drink whilst you’re running.
Something mild flavoured, not fizzy like berry or orange and in a coke bottle shape, because it fits in your hand quite well. Something basically like a squash. G: Okay thank you. R: Erm all natural ingredients, it would have to be low calories because this is actually quite high in calories (pointing to Purdey’s bottle) 106 in that, quite surprised. So with it being low-calorie I would want it to be a slim bottle, so it’s all compact. It would have to have added benefits, a screw-top or at least secure so no leaks, no additives or artificial flavourings and light material so plastic or cardboard. And just neutral colours, so that it’s natural. G: Well that’s it. Thank you so much for coming! I’ll let you know by next week about the prize draw.
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Appendix 8
What is your age? https://www.surveymonkey.com/s/7VRR6PW
Have you heard of Purdey’s the health drink?
32% 66%
What do you know about Purdey’s?
Expensive Silver bottle Attractive Nothing Healthy Ingredients Other
5 216
1
2
20
5
7
What do you like/dislike about the packaging? Like - easy to read, clear font, simple shape Dislike - too industrial and clinical looking, doesnâ&#x20AC;&#x2122;t show health benefits clearly, donâ&#x20AC;&#x2122;t understand the illustrations, pretentious
Please rank in order of importance the type of elements a drink and its packaging should deliver? (1-least important, 9-most important)
Part of your 5 a day Ingredients are clearly visible Health beenfits are clear Attractive colour Being able to see the colour of the liquid Tactile Recyclable The lid is easy to re-use/leak free Lightweight bottle 217
What colours and shapes do you think symbolise: Health
Energy
Wellbeing
On the go
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What is your ‘go to’ health and energy drink?
Why do you think these types of drinks are becoming popular?
Other: Innocent, Barocca, Gatorade, Don’t use them, Water, Aspire, Sobe water
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Appendix 9
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Appendix 10
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Appendix 11
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Appendix 12
I created a Pinterest board to gather inspiring imagery and layout ideas for my report. I liked the simple use of the colour in the image below, where they have used red as the accent colour. I liked the semi transparent coloured text boxes in some of the pictures on the right. I wanted to subtley hint at my Big Idea, which is all about peeling to reveal, so I used the image on the left to inspire me to do the folded chapter numbers in my report.
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Body Text Example
GeosansLight
Body Text Example
Roboto
Body Text Example
Segoe UI
Body Text Example
Eurofence Light
I wanted a body font that was simplistic that didn’t have serifs. The second and third fonts felt too bold and the last typeface felt too fancy, so I decided to use GeosansLight. I found it more challenging choosing a title font, because I didn’t want to mimic the Purdey’s logo. I also wanted it to relate to my target audience, so I chose a font with serifs. It feels like it has more personality than the other Purdey-esque fonts.
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Title Font Example Title Font Example
Title Font Example Title Font Example
Brain FLOWER Florence
Vevey (TT) ever after
I originally chose this colour scheme based on my initial survey results, however after my focus group and point of sale analysis, I felt that blue was too popular and Purdeyâ&#x20AC;&#x2122;s needed a different colour in order to stand out on the shelf. I wanted the colour scheme of my report to go with my Purdeyâ&#x20AC;&#x2122;s label, so I chose the accent lime green that is evident in my label with 2 shades of grey to use for the type colour and backgorund.
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