Lemon Corner Project

Communication in Advertising, CN 3210

Setta Aikaterini, 130873

Project’s Due Date: 19/11/2014

Instructor: Dimitriadi Natalia

Words: 1.889

Introduction

Lemonade corner is a lemonade bar that offers a variety of

products which have lemon as the main ingredient. It is either a place

where you can stay and enjoy our beverages and sweets or we can deliver

them at your place or office. The main idea when I was creating this

company was that I wanted it to be a place where everyone can come and

enjoy tasteful flavors with their friends or colleagues and feel exactly like

home. More specifically, the place is one main room that contains the

kitchen and the customer tables as well. The reason for this design is for

us to find similarities to our homes, where every preparation of the food

and drinks is taking place in front of our eyes.

The concept of the products that I am going to offer in Lemonade

corner is taken from other similar stores in Los Angeles and New York.

One of the most well known is “Lemonade”, which also serves lemonades

and lemon based sweets, with the only difference that by offering healthy

cooked food can also be claimed as a dining-cafeteria. As they underline

in their site, “Eating healthy sprinkled with a bit of sweet indulgence is

very SoCal! Decadent desserts include tiny red-velvet cupcakes, giant

oatmeal raisin cookies and refreshing lemonade spiked with jalapeño and

lime”. Focusing on the products that I am going to offer in my store, they

are syrup lemonades and sweets with lemon. Those are extremely

healthy, as any sugars that they may contain are a hundred percent

natural, from fruits or extracts, and also everything is hand made in the

store. These are products that you can enjoy any time of the day, without

having the fear whether you are on a diet or even if you are generally a

person who supports the health and wellness lifestyle.

Concluding, I believe that it has the advantage of the looks and the

quality. It is important to refer to the current trends when we are talking

about a new idea. According to Euromonitor the Greek habits are turning

inside the house and people prefer “cocooning and cooking at home”, as

well as “return to tap water and make their own juices”. This data shows

exactly the tendency of people to search for comfortable and cheap

places to spend their free time, where they will also have the opportunity

to feel like home.

General Brief

Communication Objectives – Starting off, the purpose of the

advertising campaign is to inform future customers about our philosophy,

passion and the new concept idea. Since it is a new kind of store that

already exists in Greece, we are obligated to explain to people what we

do. So the smartest move should be to introduce our idea to them with

the most successful way in order to make them pay a visit and discover it

themselves.

Lemonade corner refers to people between 18 to 40 years old. It is a

place for relaxation with a modern design, which tries to transfer its

positive vibes to the customers. The main profile that we are targeting is

people who like to experience the different lifestyles. They are

alternative, with a more traditional twist and prefer to be within their

comfort zone.

What we expect from our brand is to be a friendly spot, where anyone will

feel like home. People should understand the quality and the uniqueness

of our products which bring together a traditional and contemporary

vibe.

By advertising Lemonade corner our most important message that we

want to pass through is a more gourmet hospitality. The obvious

combination for me is the recipes and the place, an idea that is making a

new entry in the Greek market.

The only way of making this believable is to be honest and talk from our

hearts. It is a concept that will talk to people and help them to find again

the pure feeling of company and enjoyment. Especially for Greeks, who

are highly sentimental and open hearted people, the message is one and

we should try to communicate it with the most pure and straight way.

The campaign’s tone of voice is going to be casual and friendly. The flyer

and the brochure should be able to fit harmonically to the brand and its

characteristics. So, the words are going to be plain and friendly fitting to

the whole vibe of the foods, drinks and place.

Competitive Review – Since there is not any store selling the exact

same USP with Lemonade corner, I am reporting a place that is close to

my concept and is claimed to be selling the best lemonade in Athens.

Makalo is located near Syntagma square and it is claimed to have one of

the best lemonade in Athens. It offers combinations with mint or

cardamom and it is the perfect place for a quick and healthy lunch break.

Targeting and Positioning – Lemonade corner is a combination of a

juice bar and a sweets shop. All in all it could be included in the cafeteria

industry as it offers simple things with a more interesting vibe. Our exact

USP is that we use one common ingredient, which is lemon, and we try to

take everything we can out of it. We are offering lemonade beverages

with a variety of syrups and also, lemon based sweets suitable for every

demanding taster. We are targeting people who have a more experienced

taste and off course those who are in search for a relaxed café to enjoy

their free time with good friends.

Suggested Strategy – Our idea for the creative part of the

advertisement is to focus on two below the line media. We chose the

brochure and the flyer to make them as visual and as clear as we can, in

order for the future customers to understand completely our concept. It

is important to use simple and everyday language, as our target group is

between 18 to 40 years old, to get in touch with them.

Synergy and Cross Over Value – Generally, both the brochure and the

flyer are going to be modern but not mainstream in terms of synergy. As

far as colors are concerned, I am using yellow and green, stating our

industry which is a lemon bar. The logo is a sliced lemon and I have also

added a glass with lemon juice trying to underline the fact that we use as

a main ingredient lemon.

Moving on to cross over value, we are creating this campaign in order to

speak directly to our target group, which are young people who work or

study in the university and need some relaxation time in our store. For

the flyer, we tried to point out two of the most important elements of the

store which are the lemons (copywrite) and the place (pictures). The

brochure helped us to enrich our advertisement with many images and

more details about the products that we offer.

Flyer’s Brief

The flyer is going to be distributed in central areas, like

Monastiraki and Thiseio station, trying to increase people’s awareness for

our store. The flyer is an easy and quick way to inform potential

customers about our main services within some seconds, by giving a full

pack of information that anyone needs to know to visit our store.

Despite the fact that we have a clear idea of our target group, we

are distributing the flyer in central spots in making it difficult to address

only to people between 18 to 40 years old. By creating this flyer we tried

to make it as general as it could be but still making it more attractive for

our target group. The main insights that we have about our customers is

to make them understand that we are offering a cocooning experience

which will make them feel comfortable and they will not get disappointed

about our products as well.

what about Lemons? in Lemonade Corner you will love them in every single

recipe.

In the copy write of our flyer, Lemonade corner is described a

foreign experience originating from New York and what makes you live a

Lemonade Tale. This is exactly our goal, our clients should live that

experience and identify it with our store. Also, the most important aspect,

which is also incorporated into the flyer, is the fact that you will feel just

like home.

The one thing that we want people to take out of our flyer is to

embrace our concept and get close to our foreign idea. Since it is a new

concept in Greece it is important to let people know about it without

creating any doubts about its success. This becomes believable by using

techniques (words and images), that will talk to the heart of people. In

this flyer, we used the pictures of the store in order to show the

hospitality that emits and by selecting words like “Lemonade’s tale”,

“welcomes you like home” and “lemons in every single recipe”, we are

trying to communicate our concept idea as directly as we can.

Brochure’s Brief

The brochure is a more detailed type of advertisement and we

chose to use it in order to be more analytical and thorough in describing

our concept. So what we want to do is to add a decent amount of pictures

and information that will make people engage to our concept. Also, in the

brochure there is a page where I get to share some of my own profile

with people, opening up and getting more personal.

This kind of advertisement since it is a more expensive one is going

to be distributed in our store. Customers will see them and will be helped

to enforce their already made feelings for the store. In that case we are

Lemonade Corner

talking almost completely to our target group and we want to make the

advertisement more suitable for them. The main link between consumers

and product insights is the fact that the brochure gives this feeling of a

welcoming and comfort zone, where everyone can relax and have a lunch

break.

In the brochure we give in detail pictures of the store and of the

products we serve. We tried to include the most vivid photos in order to

imagine our store looking through them. What we want to take from this

advertisement is for our store to be described as a new and alluring. We

are offering a completely new idea in the Greek market and what we

want most is to show this and be special about it.

The one thing that people should take out from this advertisement

is the unique quality and taste of our products. We chose a place like this

to fit perfectly with the customer’s needs and our product’s philosophy,

wanting this to imprint and stay in people’s minds.

The only way to make this advertisement believable is by trying to

target all five senses of the “reader”. The touch by using a good quality

paper, the visuals are intense and real, they transfer you in time and

place. By the descriptions of the kitchen and the friendly vibe you can

hear laughter and pots and pans jiggling. The taste is also as real as

possible by describing all of the different ingredients that make our

products special and off course smell is the most specific one as

everything is created from lemons.

Who doesn’t love tasteful refreshments and a friendly talk? I am Airi Setta and I have studied Communication at the American College of Greece. I graduated in 2012 and then I decided to travel the world. I won’t lie that my favorite destinations are California and New York. I love to observe busy people rushing off to their work but yet, always making time for a lunch break with their beloved friends or partners.My idea for this little cozy spot was generated from my travels. In the U.S. you can find plenty of places where you can enjoy healthy and tasty beverages combining a relaxed time while enjoying it. This way, I decided that our country needs this concept more than any other country. Greeks are friendly, open minded and ready for new adventures. The Lemonade corner uncovers the healthy lifestyle, the desire for company and off course the need for relaxation and enjoyment. Since it is located in a little corner in the centre of Athens, it is accessible but still, very quiet. The lemonades that we offer are originated from all around the world and can please from the most traditional to the most experienced tasters. Also, if you are in a rush and in need for a quick bite, you are in the right place! We also offer desserts with main ingredient, lemons. You can find lemon pies, mousses, lemon jams, tarts and many more. All in all it is a perfect place to spend your day. One thing I always remember to follow by heart is that “Everything happens for a reason”. I like to think that whatever comes our way, any experience or opportunity is for a good reason. The only thing we have to do is to grab it and take anything we can out of it. The way I see it, I have the opportunity to do something I love and offer people love. I could never resist this chance and here I am making my dream come true. I really hope we all find our passion and make it true, this way the world would be so much happier and time would much more valuable!

A Lemonade’s Tale

A Lemonade’s Tale

“When I found out how good lemon is for keeping me in shape I started consuming it like crazy. My personal favorite would be the natural Pink Lemonade”, Khloe Kardashian

“Since the lemonade diet is my signature one, I decided to taste some natural fruited lemonades and I was amazed”, Beyonce

“I am in love with lemon flavored foods. The macaroons and tarts are my personal faves.” Oprah Winfrey

“Lemonade with lime is my personal favorite. You can detox and diet without losing your tasty beverage”, Sarah Jessica Parker

In Lemonade corner you will find unique and healthy lemonade flavors. We brought over some of the most famous New York and Los Angeles recipes. Find the beverages that Hollywood stars choose to enjoy!

A Lemonade’s Tale

A Lemonade’s Tale

We are located at Thisseio, Andrianou 25. You will find us open from 09:00 – 21:00. Your day will fill with foreign flavors and the most well made lemon sweets.

Green apple

Lemonade Lemona

de

A Lemonade’s Tale

Strawberry and Raspberry Lemonade

Orange Lemonade

Lemonade with Lime

Pink Lemonade (with peach

and pineapple)

If you visit our store between 14:00 – 16:30, we offer you 15% off the price.

A Lemonade’s Tale

Lemonade Corner

Phone Number: 210 – 3560006Website: www.lemonadecorner.grAddress: Adrianou 25, Thisseio

Expiration Date: 28 – 12 – 2014

Instagram: lemonadecorner

Facebook: Lemonade Corner

Twitter: @lemonadecorner

Documentation

Lemonade. Retrieved on November 6, 2014,

http://www.lemonadela.com/culture/about

Euromonitor. Retrieved on November 8, 2014,

http://www.euromonitor.com/consumer-lifestyles-in-greece/report

Salamanou, Marialena. Retrieved on November 18, 2014

http://www.spottedbylocals.com/athens/makalo/