energy drink project
Post on 24-Dec-2014
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Energy DrinkLet’s think about this.
How do we approach the creation and copy writing for
this energy drink?
The product and its words obviously must go hand in hand.
Like all great things…
We start with a question.
What personality would never ever* drink an energy drink as
they are branded now?
*…at least not openly.
Good for focusing.
But let’s return to the hypothetical.
Hypothetical QuoteWhat would this hypothetical person say to their friends if
“Energy Drinks” ever came up in conversation?
“Listen, I know it’s basically glorified coffee – only it usually looks like pee or alien tears – so why are they trying to make me think
that drinking it is going to somehow turn me into a lightning bolt and/or Carmen
Electra? I mean, come on.”
-Traits- what are they, the target consumer, like?
• Ages 21-29 – Have mostly abandoned the mentality of college frat-party keggers
(though vestiges of a wild streak remain) in favor of more of a cocktail nation sensibility; sophistication with a splash of irony
• Classy, not trashy values– Don’t envision selves trashing a hotel room, for example… though
they’d appreciate that doing so is respectably hard-core– Refined, rakish, devil-may-care, but are well-educated, view selves
as kind, pillars of community• Are self-assured to a fault
– i.e. don’t need and won’t happily drink something based on the assumption that they are drinking it to change themselves
• Appreciate a tongue-in-cheek, rebellious, yet modern take on old-school style
How do we reconcile the
values our client wishes to convey:
• Sophistication• Vibrancy• Boldness
•Premium living
the values of this
untapped target audience:
• Authenticity• Unpretentiousness• Aesthetic integrity
• Quirkiness• Old school • Classiness
• Shrewdness• Intelligence
•Self-assurance ?
with
mood boardingI’ve chosen to use a “mood board”/collage technique as
a way to VISUALLY gauge and encapsulate :–a general idea of the color scheme, look & attitude–the vibe & mood of the target consumer
•(age, preference, values, etc…) – key design elements
All so that the process of writing is more intuitive and targeted.
Every aspect of the mood board exemplifies the nuances of
values to be conveyed in the naming and copy of this drink.
Combine old with the new
Tongue-in-cheek
Devil-may-care rebellious
Classy, not trashy
Rough, yet rakish and refined
Conversational & sexy
intelligent
Old fashioned charm & sophistication
vibrantpremium
educated
diverse
bold
colorful
funny
misc
hiev
ous
So, how would this type of person, age 21-29, drink an
energy drink in their everyday life - as they are branded now???
So let’s give them a drink that validates that practice, as well as
their values.
CAN
Can...• Is ironic…this drink keeps it real. • Knows it’s an energy drink and that energy drinks are
intrinsically kinda obnoxious.• Is beautifully colored and thoughtfully flavored on the inside • Has interesting, architectural, tongue in cheek packaging on
the outside.– Why so simple.. plain, even? – Because that’s not what it’s about!
• It’s ABOUT what’s INSIDE.
• Is meant to be poured in a glass, customized to your lifestyle.• Is meant to be recycled, to give back to your community.• Is a throwback that’s a “throw-forward”
• old school for the new school
• …It’s what you do with it that is important to you.– And we know it.
• And respect that.
tm
Can what?
• Be customized -- drink it in what YOU want – it doesn’t matter what we want.
• Drink it however you like. The more diversity the better.
• Be a throwback to a classier time AND reinforce the pros of being fully a 20-something.
• Rediscover drinking as a ritual.• Be about what’s on the INSIDE. Substance.
Customizable
Individual
Aesthetic
Quirky
Unpretentious
Shrewd
Self-aware
Old-School
It’s about what YOU put it in, not what we put it in.
An “Energy Drink 2.0 – in that the customer/consumer is the one calling the shots. If postured as such – backed with a serious commitment to customer involvement – major buzz could be created from the mere concept.
Self-assured
Unpretentious
Quirky
Authentic
Drink a Can how you like it, when you like it, where you like it, and with those you like.
Quirky Aesthetic Unpretentious Intelligent Shrewd
Promotion possibility: contest to design a glass (promoting the customization aspect of Can)
winner gets a SCHOLARSHIP to a design school (parsons, savannah, ?)
Value Education.
Make your Life your own.
You Can.
Make it your own.
Classy
Old school
Unpretentious
Self assured
Online Viral Video
Promotion: series of videos with funny granny giving a series of tips on how to be refined, classy and generally suave – to do with Can and with other obscure manners
A throwback
Ritual Classy Self-assurance Old school Customization Humor Unpretentiousness
Drinking Can isnaturally classy
…even though the ritual of drinking simple cocktails (alcoholic and nonalcoholic) out of glasses has LONG existed…it’s being rediscovered by folks who drink Can.
An amazing discovery!
Tired of judging energy drinks by
their cover?
What’s true of people, cars, etc…is now true of the energy drink – it’s what’s on the inside
that counts.
Lets explicitly do the opposite.
Quirky
Humor
Intelligence
Self assurance
Authenticity
next slideshow: Building a Buzz…comprehensive media strategy
Copyright Lori White 2008
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