Saturday, 8 December 2012



After looking at the Feel Good brief closely and trying to generate some successful ideas for brand awareness, taking into account previous entrants, I have decided to change to the Feel Good brief 1.  This is because some of the ideas I had link appropriately to the first brief rather than the second.  I have been looking into Innocent Smoothies branding and packaging and looking at what makes Innocent marketing more successful than other products of similar standard.  I have been looking at interesting packaging and label designs and in particular Innocent's 'Big Knit' campaign, which is a novelty extra as part of the packaging which helps sell:

I want to create a new, exciting design for the label and something extra as a novelty item to help sell the product.  After looking at the Innocent 'Big Knit'  campaign I feel this is something that helps sales increase and I feel something similar but more appropriate to 'Feel Good Drinks' would work well.

All the research I've done is still relevant to the brief its just the outcome will be different.  This is the new brief:

Make A Name For Both Of Us

Why should you spend your time on this brief?
  1. It’s feel good... our drinks are tasty, healthy and based on previous YCN awards they should get the creative juices flowing a little faster than most. 
  2. We’re up for a challenge... even though our business is growing quickly, we aren’t afraid of change and taking risks. 
  3. We’ll make it real... finally and most importantly, if your idea is good enough we’ll use it. That’s what happened to Debbie Hulme’s Feel Good gnome animation which became an E4 campaign. A YCN winning idea will also feature prominently in our 2013 brand plans. 
The creative challenge is detailed below, so if you want to make a name for yourself and create a CV which is second to none, then read on!   

A Little Bit About Us

We are a relatively small, privately owned company which makes tasty, healthy drinks.  The business was started by Dave, Chris and Steve in 2002 with a range of 3 juice drinks in 375ml glass bottles. We now offer 5 ranges including Feel Good Kids, Feel Good still & sparkling juices, Feel Good non alcoholic cocktails and Feel Good vitamin waters. 
The “golden rules” we stuck to since the start of the business are that we only use 100% natural ingredients and never add sugar to our drinks.  One major challenge we have is that consumers aren’t aware that almost all of the supposedly healthy drinks have lots of added sugar or artificial ingredients.
As the name suggests, our brand is all about making people feel good.  We keep things simple and quite light hearted, after all we’re not rocket scientists we just make tasty, healthy drinks. We do try to do our bit and have a Feelgoodness Days volunteering scheme for our team, along with our weekly Feel Good Fridays and our Feel Good Fund for good causes.

The Challenge

Because we love seeing new ideas we’ve given 2 briefs below.  Brief #1 is focused on pack design.  Brief #2 has a broader scope with the challenge of raising brand awareness.  So let your creative taste buds be tickled and take your pick (if you’re feeling very industrious, we won’t stop you doing both!)

Brief #1  - A new look for Feel Good

We think our pack designs look good.  The designs are simple, colourful and impactful on shelf, the brand name is clear and most people get the fact that we are offering tasty, healthy drinks. 
However there is a risk that we’re being a little modest with our communication of some the main reasons to drink Feel Good eg no added sugar and 100% natural ingredients. We also want to ensure that we strike the right balance between the communication that our drinks are healthy and having label designs which makes people smile and feel good. 
We’re big fans of simple, uncluttered pack design, we like what we’ve got but recognise that the best designs are constantly evolving. The supporting information included in our project pack shows how our designs have evolved over the last 10 years, we’re up for change and would love to see some fresh ideas.

Creative Requirements

Brief #1 please focus on the label designs rather than the bottle shapes.  We’d like the ideas to focus on our still and sparkling juice ranges but ideally you’d also demonstrate how your idea could be translated to our other ranges.  We’ve supplied the current brand typeface and logo, but please feel free to change, challenge and be creative.

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. They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.

Tone of voice

PMA people - you can’t call yourself Feel Good Drinks and be miserable! The message should always be friendly, fun, and just a little bit cheeky. Please don’t get all serious on us now. It’s about talking to people on their level, making a connection and making them smile.

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