Brief Analysis

Brief Analysis - Orchard Pig

The problems I aim to solve are...

• Craft cider is not yet seen to be equal to craft beer and Orchard Pig wants to be the first to do that. 
• Orchard Pig cider needs to appeal to anyone and everyone.

In order to solve these problems I will...

• Engage the wide audience with a campaign that works across multiple platforms.
• Create simple and honest designs, avoiding distinctive styles that will only appeal to certain groups. 

I will be aiming to communicate...

• A down to earth, fun and mischievous approach. 
• A sense of heritage keeping it known that the cider is rooted in Somerset, but do this in a way that’s different to the traditional ‘old’ heritage approach. 
• Something refreshing and new. 

To an audience of…

• The audience is clearly adults because of this being an alcoholic product, but the brand states that it is for everyone, so there isn't a specific audience to target. 
• I checked the pricing to see if this would give any idea about narrowing the audience down but it is priced reasonably in supermarkets, averaging around £2 for a 50cl bottle. 

My Response

I really like the sound of this brief. Although they are not asking to reinvent the brand, they clearly want something new and exciting, having the restriction of the current name and logo might be the thing that helps make this project more interesting. I love the idea that it is a down to earth product, true to its roots and is inclusive of everyone. 

Brief Analysis - Feel Good Drinks

The problems I aim to solve are...

• Getting more people ‘feeling good’ 
• Settle the issue of people thinking there are hidden sugars in all ‘health’ drinks - Feel Good drinks have no added sugar, only naturally occurring sugars in the fruit. 

In order to solve these problems I will...

• Create a simple and honest campaign that spread positivity and health, but not to an excessive extent. 
• Engage with the audience through appropriate means, such as social media, apps, products, etc. Not all 18-35 year old read newspapers or watch a lot of television (at real time). 
• Make the promotion of Feel Good memorable so the positivity stays with them and so does the name of the brand. 

I will be aiming to communicate...

• Positivity, a healthy lifestyle, a sense of fun and play. 
• Awareness of the fact Feel Good drinks have no added sugars. 

To an audience of...

• 18-35 year old females. 
• People who care about their health and fitness but not obsessively. 
• Sociable, ambitious, adventurous, people united by attitude. 

My Response

From interrogating this brief I can see that I sit within the target audience for this product. Although Feel Good drinks do not have any added sugars and are 100% natural, I am still slightly sceptical of the product. Fruit juices on the whole are packed with sugar, whether these sugars are naturally occurring or not is irrelevant. The vitamins and antioxidants present in the fruit juices does not outweigh the negative effects that sugar has on the body, and I see this as a problem when the drink is being advertised as healthy and clean. I am torn by this brief because I don’t want to connect myself with something I don’t really agree with but I am also drawn in by the positive ethos the brand has created for itself and I think this would be a really great thing to work with.