A starting point for the ideas generation really has to come from the product, value proposition, brand identity and also target audience/ market.
In this case, This Water is essentially a relaunch of Juicy Water by the Innocent group who are more known for their smoothies rather than their water drinks. Therefore, the product needs to build its own identity and market rather than ride on the back of the Innocent name which was the case with Juicy Water.
For This Water, the value proposition was that the drink was very simple. It contains only fresh fruit and water. At the heart of the image is simplicity.
As for the corporate values of the manufacturer, responsible care for the environment and for the communities where they operate. They also sponsor several charitable projects.
Therefore the potential market for this product are people who share these values and expectations of the product itself. Such people may put these values before actual price. I expect they will be a quality focused audience.
Our prime objective was to build this brand and product awareness emphasising the selling points of the product.
Since I did not believe that customer age would be a factor regarding the potential customer base, I thought it important that the tone of the TV ad and the media campaign should be contemporary whilst not appearing trivial which may alienate and older audience.
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