Brief 07 _ Final Submission Boards

AZERA, BUT ZIPPED. BRAND NEW ZIP-LOCK PACKAGING FOR A MODERN MASTERBLENDER WHO IS ALWAYS ON THE MOVE.

The New Zip-Lock Packaging is a tweak to the original tin can container.

The Pouch contains the same amount of Azera inside, but can be opened and then sealed again quickly and easily, making it convenient for somebody in a rush, whilst also making it more practical to transport, meaning that Azera can be enjoyed at work as well as Home.

Product / Concept

01/09

WHAT’S YOUR BLEND? RE-PACKAGED & RE-DESIGNED FOR AWARENESS AND CLARITY OF THE PRODUCT RANGE AND USP.

To run parallel with the new zip-lock packaging, the design has been tweaked slightly to help make both existing and new customers aware of the full Azera Product Range. A Bold Colour Scheme and ‘Flavour Bar’ has been added to the packaging for clarity whilst also reinforcing the ‘Real Ground Coffee’ USP of the product.

Product Range / Design

02/09

PACK SHOTS THAT PACK A PUNCH INTRODUCING A SLICK SHEEN AND BOLD COLOUR TO THE PRODUCT

The Product Pack-Shots have been Crafted, Photographed and touched up in a way which keeps the same sleek appearance that is integral to the Azera Brand, whilst also introducing more colour and vibrance. The same Barista style Coffee shop feel, but re-imagined.

Product Pack Shots

03/09

DARK WOOD, BRIGHT COLOUR A COFFEE SHOP ATMOSPHERE, BROUGHT IN-STORE THROUGH THE USE OF FAMILIAR SIGHTS.

The ‘Coffee Shop Atmosphere’, which is integral to the Azera brand has been subtly recreated and hinted at throughout the in-store promotion for the new product range.

The main reason that this texture is used as part of the brand, is to try and recreate some of the familiar sights and textures that are often found and interacted with in a coffee shop environment.

As you can see from the images below, The packaging and colour are at the forefront of the campaign still, but now there is a third element starting to be introduced, and this is a dark wooden panelled texture.

The texture could be used in real life as part of shelving display as shown in the left image, and could also be used as a printed texture, as shown in the hanging display in the right image.

In-Store Campaign

04/09

#MYAZERAMOMENT A SPECIAL MOMENT, SHARED WITH MILLIONS.

The #MYAZERAMOMENT Campaign is targeted directly around Social Media, and in particular, Instagram, Twitter and Facebook, which all work with a ‘Hashtag’ at the heart of their platforms.

The aim of the campaign is to promote the new product by making a Hashtag go viral.

The campaign encourages customers to take a photograph of their ‘Special Moment’ that is spent with the Luxurious Azera Coffee, and share it through social media using the hashtag, My Azera Moment.

This campaign will drive success to the Brand, whilst also drawing attention to the new Product Packaging. As people share their ‘Special Moments’, they are simultaneously advertising the brand and product to millions of followers.

Social Media Campaign

05/09

THE AZERA MOMENT GALLERY AN ONLINE COLLECTION OF AZERA THEMED ‘SELFIES’.

To push the Social Media Campaign even further, a proposed Gallery of ‘Azera Moments’ would be set up online, which will feature new entries every day. If the Customers get featured in the gallery, they win Merchandise in which might be T-shirts and Key rings or even a years supply of Azera Coffee.

This gives customers a reason to purchase the product, visit the website and interact with the campaign whilst they in turn, promote the brand.

Social Media Campaign

06/09

FACEBOOK & TWITTER MULTI-PLATFORM INTERACTION

The Social Media Campaign will be spread across multiple platforms, Not Just Instagram and the Website. The image shows how the Facebook Profile page can promote the campaign and how people can use the Hashtag to help build hype around the campaign and the brand.

Social Media Campaign

07/09

GUERILLA TACTICS ENCOURAGING PEOPLE TO INTERACT WITH THE CAMPAIGN THROUGH GUERILLA ADVERTISING

If the campaign had a bigger budget, Guerrilla Advertising would be a forward thinking and innovative way of communicating directly with the audience.

Still based around the ‘My Azera Moment’ campaign, Digital Advertisements would include a camera and through using Augmented Reality the user can take a ‘Selfie’ with the Azera Cup of Coffee, which is then uploaded online and shown on the Digital Screens which would be placed in City Centres.

Guerilla Advertising

08/09

Product / Packaging

09/09