YCN 2016

Y.C.N 2015/16

Libby Howker

Brief To re-engage 18-35 year old females with the Feel Good brand, we are very open minded as to how you go about doing it.We want you to spread Feel Goodness, driving awareness and inspiring people to engage with the brand and buy the product. We want to remind and reassure the target audience that Feel Good is relevant for them, that it’s simple and honest and that it delivers against their needs of wanting healthier cleaner drinks.

This is a deliberately very open brief, and you are free to demonstrate your creative

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thinking in any medium or combination of media you see fit.

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

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

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

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Spread positivity, and put Feel Good on to the radar of young women

Honest Big Fruit Brand Positioning & Tone of Voice

Not Preachy

Modern Fun Fruity

Good, Honest Fun Upbeat

Background

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

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

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

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

Customer Thoughts

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

I’m making a positive choice without compromise.

What do the customers think/ feel/do currently?

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

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

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

> 100% Natural > FeelGood doesn’t compromise.

Core Communication

> Never any added sugar, (1 of your 5 a Day), 100% Natural Ingredients. > No artificial colours, flavours, preservatives – so you can feel good everyday.

Proposal My proposal for this brief, in response to the key requirement of putting Feel Good Drinks on to the radar of young women and spreading positivity, is to create promotional graphics material for the brand through a poster campaign and I also will be looking to ‘spread positivity’ and the brand awareness by creating an on-product promotion with corresponding social media campaign.

Each part of the promotional graphics material will have a cohesive style that will link with each other and the brand tone of voice, and engage with the target audience of young women.

Packaging Re-design My initial idea to ‘spread positivity and put feel good on to the radar of young women’ would involve a packaging re-design, to engage the target audience to choose a feel good drink over other products, while stressing the brands core communication of health, 100% natural ingredients and no added sugar.

I will think about creating a relevant colour scheme and also create maybe some illustrations to go on the product labels, but whilst being cautious not to create something that doesn’t fit within the brands good, honest, simple feel.

Packaging Research - Bottles

Poster Campaign To spread awareness of the brand and put feelgood drinks on the radar of women and to make them know the brand is relevant to them, I initially had the idea of creating illustrations that would depict a bottle of feelgood within a bag, placed amongst other ‘essentials’, to suggest to women that feel good is something healthy they can consume on the go, and place in their bag, with the other items in the bag being relevant to what a woman within the targeted age range would usually have in their bag, also the items would reflect the character of the consumer, who appreciate what the feelgood brand stands for and who they want to attract.

After further idea generation I then had the idea to create three posters to go alongside the concept I had for an onpack promotion and social media campaign.

Poster Research

promotional packs/social media campaign/ #feelgoodtote(s) The third idea I came up with was to create an on-pack promotional campaign with corresponding social media campaign, which would encourage the target audience of young women to collect ‘feelgoodtokens’ on promotional products which when entered online at the feelgood website would allow them to claim a free #feelgoodtote canvas bag, which would be sent to them via post, with the aim of incentivising and engaging young women with the feelgood brand, while the bags also spread feel good positivity and drive awareness of the brand as the logo would be featured on all bags, alongside illustrative, eyecatching designs, inspired by the fruits used in the range of drinks, and linking to the core communication of the brand - fruit, fun, healthy, honest, natural, upbeat, while also appealing to the target audience The corresponding social media campaign would allow those who have claimed their free tote bag to share images through the hashtag #feelgoodtote. The appeal would be that when claiming your bag online you don’t know which design you will be receiving so there is the element of surprise when your bag arrives.

Also, I feel the idea of a multipurpose canvas tote bag would appeal to the target audience of young women in the specified age range as they tend to always be carrying some sort of bag filled with essentials, and a canvas tote bag is a convenient as well as stylish option. The canvas material of the bags would also reflect the brands natural/organic feel.

bag research

Promotional campaign research - Innocent The Innocent drinks brand has staged many successful promotional campaigns, targeted at all ages and genders. One exmaple of an on-pack promotion and corresponding social media campaign, is ‘the big knit’ which encourages people to knit hats to go on innocent’s certain products which when bought help raise money for charity Age Uk. Another example is the on-pack promotion of the brand targeted at young children through a gardening campaign in which free packets of seeds were given away with drinks. As well as this Innocent created a social media campaign that meant that the more people that tweeted about eating their Innocent veg pot, the less they had to pay for a subsequent pot.

Artist Research - Christina Dina

Artist Research - Nanna Prieler

Artist research: Georgina Luck

Artist Research: Lotta Kulhurn

Artist research: stephanie baxter

FeelGood website aesthetic as poster design inspiration > collage > bright > vibrant colours > playful scenery > happy vibe > emphasis on nature - trees/ grass/sea/sand > organic

Other Visual Inspiration

Fruit photos for reference

Experimentation - digital stencils

Experimentation - digital stencils

pencil skectches for bag designs

Digitally coloured sketch designs

Poster Designs

Poster designs inspired by the FeelGood website’s use of natural scenery with their products placed amongst nature to show how the drinks are 100% natural and contain no artificial colours or flavours. I have also placed the brand’s website and Facebook page URL so people can find out more about the campaign on there.

Final Tote Bag Designs

On-pack promotion designs Illustrations on labels reflecting the ingredients used in the drinks as well as showing the designs used on the bags for consistency throughout campaign

Leaf shape and textured paper design to get across the brand’s organic, natural identity FeelGood website URL printed on label so consumers know where to enter their tokens

Campaign positioning online and on their social media (Facebook)

Campaign positioning online and on their social media (Facebook)

Evaluation Overall I feel I have created an appropriate response to this brief and have met the requirements on the whole to ‘spread positivity and put FeelGood on to the radar of young women’ through my developed promotional campaign concept of collecting tokens on FeelGood products to recieve a bag when entered said tokens on the FeelGood website, meaning the brand awareness would be increased as more people would be visiting the website and buying the products to receive a bag featuring a colourful design that feeds in to the idea of ‘spreading positivity. To improve I could have maybe linked my concept with the idea of proceeds from promotional products going to charity, as the FeelGood brand has in the past teamed up with charities such as breast cancer awareness. Also, I could have experimented more with different design styles and fonts and also maybe emphasised on the posters the things the brand stands for like stating that the drinks only contain 100% natural ingredients and a sign saying ‘no added sugar’. Also, although my initial idea to redesign the product packaging did not happen I think the other ideas I developed worked well. On the whole though I am pleased with the quality of the work I have produced.