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Feel Good Drinks

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Submitted By wenwenchen
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The Feel Good Drinks

Introduction
The Feel Good Drinks project consisted of two briefs: (1) creating a new look for the pack design; (2) produce a national brand awareness campaign. In this project, we focus mainly on the second brief, which is to create a national brand awareness campaign.

Background

A Little Bit About Feel Good Drinks

Feel Good Drinks is a healthy drinks business with the simple aim of making people feel good. The business was started by Dave, Chris and Steve in 2002 with a range of 3 juice drinks in 375ml glass bottles.They now offer 5 ranges including Feel Good Kids, Feel Good still & sparkling juices, Feel Good non-alcoholic cocktails and Feel Good vitamin waters.

The company only use 100% natural ingredients and never add sugar to their drinks. One major challenge the company encounter is that consumers aren’t aware that almost all of the supposedly healthy drinks have lots of added sugar or artificial ingredients. Therefore, the “golden rules” of providing natural goodness stuck with the company since the very beginning of the business which is offering healthy and tasty products with colourful, friendly and natural packaging as well as quality and affordable pricing.

Feel Good Drinks is a brand is all about making people feel good. The company try their best is providing the feelgoodness by keeping things simple and quite light hearted. Besides, the company are also trying to do their part in corporate responsibility to have a Feelgoodness Days volunteering scheme for our team, along with our weekly Feel Good Fridays and our Feel Good Fund for good causes. It is a business that does good things too!

Challenges

Currently, only 2 out of 5 of their target market are aware of Feel Good Drinks when shown a picture of the bottle. Therefore, the challenge in the business is to raise awareness of Feel Good Drinks’ brand. Feel Good Drinks aim to make healthy and tasty drinks by getting people notice and make people smile. We know that when someone tries their drinks, they’ll give it a big thumbs up. Thus, we need to think for creative ideas for a national communication campaign to make the brand significant to the community.

We are required to create an outdoor advertising because it can be confident and impactful, TV has also worked well for the company in the past. Digital technologies such as Facebook (https://www.facebook.com/feelgooddrinks) and Twitter (https://twitter.com/feelgooddrinks) are also providing greatest opportunity to spread the message virally and to cause the numbers of fans to grow rapidly. The message should always be friendly, fun, and just a little bit cheeky because it’s all about talking to people on their level, making a connection and making them smile.

For the communication campaign we are also required to focus on their small bottle still and sparkling juice drinks.

Objectives

The communication objectives are really simple:

1. People need to know Feel Good Drinks brand name, what their drinks look like and that the drinks are choc-full of tasty goodness.

2. We need to create a unique, memorable and very feel good communication to the community.

3. We’re up against some soft drinks giants with very big pockets, so be brave, be cheeky, but above all be noticed!

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.

Execution

Print ads

Target Audience: 16-34 year old adults
Theme: Relax and cheerful
Description: Our target audiences is young adults like students and people who are in working class. They are those people who are busy and have a lot of work and assignment frequently. These people are people who mostly are rushing to complete their work and assignments before the dateline. Also, they are a group of people who needs to have a break and feel relax before working on their hectic schedule.

The Feel Good Drinks is about enjoying life and offering delicious juices with vitamins and natural ingredients. Moreover, The Feel Good Drinks can help you to chill out, feel energized, fresh and be happy whenever you want. It is the best drink to make you feel really good. Drink it if you want to feel good in finishing all the tasks!

Radio Commercial

Target Audience: Everyone
Theme: Relax, cheerful and casual
Description: We want to bring the feel good mood and environment to the audiences. We created a jingle of feel good drink by emphasizing on the ‘feel good’. We wanted to let the audiences know that feel good drink can give you a feel good mood at any circumstances in life. Be it at the workplace, university or school or just having a relaxing time, feel good drink can be the best companion in every situation.

By the accompany of guitar, we created a radio advertisement with music and voiceover who cheered on every situation feeling good. At the end of the advertisement, we emphasized on our tagline which is drink good, feel good to make it memorable to the audiences.

Title: Feel good is…
Tone of voice: Friendly and relaxing
Duration: 30 seconds
Script:
(FOV 1) Feel good is…
(FOV 2) Completing my tasks! (Yeay)
(FOV 1) Feel good is…
(FOV 3) Signed my contract! (Woohoo)
(FOV 1) Feel good is…
(FOV 4) Relaxing myself! (Mmhm)
(FOV 1) Feel good is…
A yummy and healthy drink
(Female Announcer)
Feel Good Drinks, Natural Goodness. Drink good, feel good. Visit us on www.feelgooddrinks.co.uk/

Television Commercial

Theme:

Our concept on this television commercial is based on the personality of the brand which is spreading feel goodness and make the nation feel good. We are more focus on playful, cheerful and fun tone of voice.

Based on the objective, our storyline of tv commercial is exaggerate and cheeky. It is to create a unique and memorable communication to community. We want to let people know the brand’s name and how it looked like Therefore, we used a lot of body language and facial expression to bring out the message and the contradiction. It is about to make a connection and making them feel good. Feel Good Drinks are about enjoying life. It is nothing more than a smile and a healthy soft fruit drink.

We focus on a group of students who are stress and anxious with lots of assignments and homework. It’s the right time and right moment for Feel Good Drink to brighten up their days. Drink Good…Feel Good!

TV Script Client: Feel Good Drink
Date: 11 December 2014
Time: 30 Seconds

Scene | Storyline | Shot | Sound | 1 | Clock (time closes to 5pm) | Close-up | (SFX) Ticking clock sound | 2. | Students are busy doing their assignments and rushing their works. Submission dateline is before 5pm. Everyone is tension and stress. | Mid shot | (SFX) sigh, muttering, murmur, grumble. | 3 | Student A is flipping her books and crumple up paper | Close-up | (SFX) writing sound | 4 | Student B is scratching her head, worry and out of focus. | Close-up | (SFX) Sigh | 5 | Student C keeps looking her watch and anxious. | Close-up | (SFX) Sigh | 6 | Student D starts to type her works very fast and rush. Fingers on the keypad. | Close-up | (SFX) Typing sound | 7 | Clock (Strike to 5pm) | Close up | (SFX) Ding | 8 | Student E stands up and hand palms hit on the table. Everyone is shocked and looking at her. | Mid-Shot | (SFX) hand palm hitting | 9. | Student E takes out Feel Good Drink (calmly) | Mid shot | (SFX) | 10 | Focus on Student A’s face expression. *blinking and rubbing her eyes*.Look towards student E | Close-up | (SFX) Ding Ding | 11 | Student E turning bottle cap | Close-Up | (SFX) bottle cap opened | 12 | Focus on student B’s face expression. “touching her face and feel thirsty towards the drink.* | Close-Up | (SFX) | 13 | Student E holding the bottle and ready to drink. | Close-Up | (SFX) | 14 | Student C clasps her hand and looking at the drink. *feel desire and craving for it.* | Close-Up | (SFX) | 15 | Student E drinks it and enjoy. | Close up | (SFX) throat sound | 16 | Student D is screaming. | Close Up | (SFX) screaming | 17 | Face expression on student E after drinking it. *satisfied**Focus on throat and sound AHHHH….* | Close-Up | (SFX) Ahhhh…… | 18 | Focus Feel Good Drink on the table.They turn up to be more relax and happy | Mid-Shot | (FVO) Feel Good Drink, Natural goodness.DRINK GOOD, FEEL GOOD*the feel good drink~~~**high pitch* |

Conclusion

We built the image of Feel Good Drinks as playful, fun and a drink which are choc-full of tasty goodness. The Feel Good Drinks also help to chill out, feel energized, fresh and be happy. It is anytime and anywhere. To create unique, memorable and very feel good communication to the community, there are element of cheeky and exaggerate in our television commercial. For radio, we create jingle so people remember the brand easily, while for print advertisement, we try to make people think what make them feel good and only Feel Good Drinks make them feel really good.

Appendix
Twitter
Facebook

YBP 325E – CREATIVE COMMUNICATION PRODUCTION
Sidang Akademik 2014/2015

Project Tajuk | Feel Good Drinks |

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