P2 / P3

Mood board:

Codes and conventions:

In terms of codes and conventions, I have included a slogan, logo, soft sell, and an icon. I used these advertising techniques to create persuasive and encouraging adverts.

The slogan I created is "A new shade of life" - my campaign promotes health and happiness in its consumers. I chose to use the word "shade" to continue the idea of the colour purple, as 'murasaki' itself means purple in Japanese. The slogan presents the drink as something new to the consumer, like an important aspect of their life has been missing without the drink.

As for the icon, I created 2 memorable designs: A logo for the can label, and a mascot designed from scratch. The logo was made based on the Japanese word for "Murasaki". I wrote the word murasaki and added a pinkish purple gradient including a pink stroke for the boarder. I did this to make the logo look unique to the drink.

As for the mascot, I designed them from scratch using inspiration from pinterest. I looked for images representing Japanese culture in a non stereotypical way to create a mascot that would represent Japanese culture well. I decided to give them a traditional Japanese kimono along with a flower with a head to go along with the theme of sakura blossoms (sakura blossoms are shown frequently in the video advertisement).

To show how I digitally illustrated the mascot, I included a speed draw to showcase the process of how it was made:

In terms of how the campaign uses the soft sell technique, The advert promotes the drink as a product that is associated with one's lifestyle rather than it using any hard sell techniques. The campaign promotes a happy life; it does not give information about the product's price or why consumers should buy it. The campaign is consistent with soft sell - throughout the print, web and video ad, nothing tells the audience why they should buy the product.

Proposed launch dates

To fit the continuous theme of Japanese culture, the ads would typically reach a wider audience around the time sakura trees in Japanese would bloom - this time being late March to April, lasting for around 4 months. Although the ad will be promoted all year round, the ads will peak around this time.

As the campaign progresses, new flavours and products could be promoted around its USP: products such as bottles including the Murasaki logo, different packaging, new can sizes etc.

Target Audience:

Coca Cola has asked for a fizzy drink brand that appeals to an audience of a younger generation, ages 16-25, and also a culturally diverse selection of people. 

To achieve this, I believe that the drink’s appearance as well as the advertisements needs to have a bright colour scheme and an eye catching design, as this will attract a younger audience’s attention.

Market Research:

 

Other examples of products that sit in the same place as my fizzy drink brand are Coca-cola, Pepsi and Fanta. Although these are all mainstream fizzy drink brands, none of them fall into the category of healthy drinks.  

 

 

An example of a healthy drink campaign would be Sneak, a sugar free energy drink. This is similar to my brand campaign, because both promote drinking healthily and have properties that benefit the health of customers. Sneak also offers various flavours of energy drink just as my campaign will offer several flavours. 

 

Advert pitch:

Social Grade

My canned drink campaign specifically targets people in the category C2 and below, as the drink does not come across as very professional. Overall, the theme of the campaign should come across to the target audience as friendly and welcoming, as the overall target audience has a big age range and targets people from different backgrounds.

P2- Print / web sketch:

 

When creating my web and print ads, I made a mood board to plan what fonts and colour schemes I want to use for the final design. The sketch was designed mainly to show the placement of where things will go inside both ads.

After completing the story board, I decided to use the font Lamina as the main font (downloaded for free on DaFont) and used the colour schemes shown in the mood board (the colour scheme changes and comes in variations depending on what flavour is being advertised). Although it was not shown in the mood board, I decided to use the font Druk, as it looked professional, clear and unique. I stayed with the colour schemes shown in the mood board using the eyedropper tool.

I created the final design in Adobe Photoshop, as it is easy to use when creating heavily edited images. I downloaded 2 free can mockups online to use as bases for my web and print ad - after downloading them I imported them into photoshop, imported the can design onto the mockup and edited the background, as well as including several objects, shapes, and masks I planned to use in the sketch.

Despite being different to the sketch, I edited in strobe lights and a dark background in the final edit - I decided to not follow the exact plan I had created, as I came up with a better design idea later after creating the sketch that will fit the target audience's criteria better.