Ideas Pitch

For my pitch I gave a presentation presenting the two briefs i have chosen to take further and my ideas for each.

For the Feel Good drinks briefs i showed some sketches and presented my ideas for an advertising campaign that would help bring awareness to the company brand and bottle. My idea is to create a feel good world where the  Feel Good bottle is loved by its inhabitants, with the images having a fun feel that fits the 16 to 34 year old age range.

I also presented my ideas on the Swarovski brief. My idea was to create 4 posters that represented in graphical form the lives of 4 modern woman niches that could be put together to make one larges image, I wanted to use simple colourful vector icons that each represented something about modern urban living.

The feedback I received from the pitch favored my Feel Good designs over my Swarovski ideas. With this feedback and the fact that I feel more comfortable in pursuing my Feel Good brief ideas, It will be the Feel Good brief that I will continue on with.

Here is the presentation I gave, although we were only required to look at two brief I chose three as I had thought of ideas for each.

Research: Swarovski

I had a look at similar competitors on the market, to see what my campaign would be up against If I decided to choose Swarovski. 

Thomas Sabo

Thomas Sabo is well established in the jewellery market and a very popular choice throughout department stores also, usually Swarovski would be situated close by to Thomas Sabo in stores, so it is important to see exactly what we would be competing against.

Sabo is popular with the same age group that Swarovski is aiming at, especially with their increasing ranges such as the above 'rebel at heart.' Their advertising is formal and precise, and to rival this would be quite difficult, especially as the price ranges are very similar. 

Vivienne Westwood  

Vivienne Westwood is also very popular with the specific age group and although more pricey for some of the range, the jewellery line features pieces such as necklaces, bracelets and earrings which are around the same price as Swarovski. This brand have a more edgy approach to their marketing and advertising campaigns and focuses on being fashionable and on trend. If I were to follow this style of campaign for Swarovski it would be taking a risk as it would be completely different to their current and previous styles.

Disney Couture

With Swarovski having a Disney themed range, they are essentially going head to head with brand such as Disney Couture. The Swarovski campaign would need to attract the young online fashion buyer away from sited such as ASOS, as this is where it is easily assessable to purchase Disney couture and it is also reasonably priced. I think for the Swarovski campaign to be successful it would need to specifically attract the young fashionable buyer and make it seem trendy to be wearing the brand.   

Research: The Feel Good Drinks Company

I decided to have a look at competitors on the market, to see what sorts of designs brands are using at the moment. I thought this would be able to help me with my own designs as I could see what works and if there were any current trends. 

Shloer

The Schloer packaging is kept minimalist and simple, this works well as the bottles are easy to read and establish exactly what they are. The graphics on the bottle are also kept simple and aren't too over powering, I may want to use less bold colours in my own designs so they are not too over powering and take the attention away from the message the brand wants to convey.  

Bottle Green

Again the packaging of the above bottle is kept simple, which seems to be a trend amongst this type of beverage. In order to fit in with the current market my campaign will have to represent this, so I may want to consider using a simple style in my designs. 

Innocent

This brand is probably the most similar to The Feel Good Drinks Company in the way that they promote their products. They take a light hearted fun approach, rather than a serious approach to advertising the brand and use cute characters throughout the advertising. To make my own campaign as successful I will need to think some sort of character or symbol that could be used in the same way, to make the drinks remembererd and easy to distinguish.  

The Brand - Swarovski

Above is the Swarovski logo, which is delicate and quite simple. The colour is neutral and doesn't particularly stand out. This would suggest that the brand would like to be known as elegant and professional as it's logo has quite a corporate feel to it. If I choose this brief then my approach would have to be completely different to the 'feel good' brief. My campaign would have to be serious and more formal as this is the message the brand are trying to convey.

As can be seen in the above images, the branding of Swarovski is very traditional and clean cut and the type is also kept simple. My campaign would have to consider this traditional approach, as producing something too abstract would not fit the brand and wouldn't match the products I would need to promote. The colours are kept more neutral and the picture above seems to be playing on the idea of natural beauty, something that could be said of the Swarovski crystal, this is something I could incorporate into my designs. 

As Swarovski particularly want to appeal to a younger audience, it would be wise to use the above to ranges to appeal to the given target audience. It is very fashionable at the moment to wear Disney jewellery as can be seen on websites such as ASOS and their Disney Couture range. To fit in with current trends, these ranges would be perfect to bring new young customers to the brand and would definitely be much more appealing than the more traditional Swarovski pieces. 

The Brand - The Feel Good Drinks Company

To help me understand more about the task in hand, I decided to have a look at the brands and see exactly what they are about. I began by looking at The Feel Good Drinks Company website.

Immediately on accessing the website it was easy to establish the feel of the company, particularly with the use of the above 'feel-good-o-meter.' The approach used to advertise here is light hearted and humorous. The type is rounded and friendly and you are instantly drawn towards it. It was obvious by this that if I was going to pursue this brief then I would have to take the same tone to fit in with the way the brand advertised themselves.  

The colours used here and bright and bold, again giving a light hearted, less serious feel which is necessary when trying to attract the target audience. The use of the sunshine suggests happiness and fun, exactly what makes you 'feel good.' The graphics used are vectorized and clean, again something to consider when designing for the brand, it's important that my designs would reflect the brand and not go too far away from what they already are.

Again this above image highlights the soft, fun feel to the company and emphasizes the feel of the brand.

Above, a sugar cube character has been used to represent the lack of sugar in the drinks. This would be a good theme to use for one of my designs as the company is keen to make it known about their lack of sugar in the healthy drinks.

YCN Brief

I wanted to chose a brief that was relatively open and allowed me to be unrestricted in my creativity. Having read all the briefs I decided that the following two briefs would fulfil this criteria and I began to explore both before making a final choice on which brief I would choose. 

The Feel Good Drinks Company

The challenge

One word. Awareness.

We know that when someone tries one of our drinks, they’ll give it a big thumbs up. The trouble is, not enough people know who we are. So we’re looking for creative ideas that will dramatically raise awareness of our drinks, and just how darn tasty they are. 

Brief 1

Make us famous.

Communicate 3 simple things: our brand name, what our drinks look like and that our drinks are full of natural fruitiness.

Brief 2

Fruit not sugar.

We know you can make great tasting natural juice drinks without adding sugar – we do it everyday. We think that when someone chooses a healthy drink they don’t want or expect it to have heaps of sugar in it. We want you to come up with an idea that tells people the facts.

Creative Requirements

Often the best ideas have the potential to work across all manner of channels. Do consider all types of new and traditional media, including on-pack and even point of sale if you want to.The idea is to spread the word, focus on our small bottle still and sparkling juice drinks.

Target Audience

16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk.The message should always be friendly, fun, and just a little bit cheeky.

Swarovski

Attract the next generation of Swarovski fans

The aim of this brief is to take the repositioning of the brand to the next level, concentrating on attracting the next generation of Swarovski fans to our fashion collection.

Target audience

Swarovski are interested in reaching a new younger audience (20 – 30 year olds) primarily targeting young urban UK females who love their jewellery, like to keep up with the latest trends and fashion, and want to express themselves through their jewellery.

The creative challenge

We’d like you to creatively demonstrate how you think Swarovski can relevantly and powerfully engage their fashion range with younger UK consumers. You are free to explore all marketing channels, demonstrating the media and environments that you think the target audience will be most receptive to messaging and engagement.

This is deliberately a very open brief, and you’re encouraged to approach it creatively and freely.

Creative Requirements

Your work should fit within the Swarovski brand identity.