ENGLISH PROJECT

LAUNCH A NEW PRODUCT

RAJARATHINA SharmiliLP Créa Pub

Remis le 14/12/12

PRESENTATION OF THE PROJECT

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The market candyTargets

Cadbury launches a new product

The benefits of the candy market were around 3,39 Miliards in 2011. In France, 171 800 tons of can-dies are bought every year, that is to say, 80% by supermarkets and, 20% by bake-ries, stations and etc... In 2011, the candy market is still growing (+1,2%). This is one of the rare products that is not be threatened by

the crisis. The brands emphazise the fact that the pleasure / price ratio is really good and incomparable in the market.

The major brands that take benefits from the market are : Cadbury, Haribo, Lamy-Lutti, Solinest, Wrigley...

The brands try to segment the market to its maximum in order to satisfy the demand. The candy market mostly targets the children who ask for acid drops. This market is lead by Lutti which produces, like its competitors. many new ranges of products in order to satisfy the consumers. Moreover, this kind of product has the advantage to seduce a large target.

The segment which had known the most important growth is the adult segment. A particular segment called « thirty regressive», who are nostalgic of their childhood, seems to be the new target of the brand.

This choice of introducing this new pro-duct is due to the fact that Haribo, the main competitor, only produces marsh-mallows with specific tastes (candy floss, tutti frutti... ).

They target adults, the growing segment. Their aim is to make their product the most wanted one by targeting people who have a certain pruchasing power. It aims at being a top of the range product.

is an english brand that was created in 1824. In 2010, they were bought

by an american society called Kraft. The society produces candies and drinks. This is the only international producer to use ingredients from the fair trade et biological farming. They own Poulain, La Pie qui Chante, Bou-quet d’or and Michoko.

Cadburry already owns the marshmallows mark (brand), under the name of (named af-ter) Pascal Marshmallows, but it’s only distri-buted in Great Britain. In order to challenge his main competitor on the candy market, Haribo, they decided to enter the marsh-mallow market with a new product called Fruitllows. Launch of a new type of product : marshmallows which has the taste of real fruits.

VISUAL

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FAIR VISUAL TECHNIC

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BrieflyIt is an promotional campaign which aims at launching a new product. Cadburry decides to use a traditionnal media : the billboard, which is the best channel when you have to promote a new product. They mean to use a cultural reference, in order to link art with the product, which gives it a certain standing. The visual was chosen in order to make people skeptic and thoughtful. This is based on a elegant tone. The disposition was made under Photoshop.

The brandname and the logoFFruitllows is a brandname which was created purpo-sely for the ad. It aims

at mixing the taste of fruit (the main specific caracteristic of the product) and the product itself (marshmallows). The choice of the two LL, instead of only one in the brandname Fruitllows, is made, in order to recall the word : marshmallows, but also not to give the brandname a negative meaning (if you write fruilows wit h one «l», it contains then the word «lows» which can be misinterpreted).

SloganThe base line is « Fruitllows, Marshmallows have never been so fruit.». It was created especially for the ad. The term «Marshmallows» is used in order to tell what kind of product that the ad sells. As the visual can be misinterpreted, the term removes the doubts. The choice of the «have never been», suggest the fact that the product is new, but also that it has a competi-tive advantage. Not using the puriel for the word fruits is not a fault of spelling, but to transforms the common name in adjective. The slogan re-minds the main caracteristic of the product. The typography reminds a handwriting writing which can be link to a know-how but also to the elegance and the rareness.

The packagingThe packaging is a web creation, available on the website devianart in the following URL (http://nomibee.deviantart.com/art/Candy-Packaging-130248895) and was made by NomiBee. It was choosen because of its elegance but also the fact that it corresponds to the product and his flavor. In fact, each packaging suggests a particular savor. It per-fectly mix the concept of Fruitllows which is luxe and taste of fruits.

The packaging was changed on Photoshop. The licorices were changed by the marshmallows in each packaging. The word «licorices» was erased. The Cadburry’s logo was add, it was recreated under Photoshop to give it a certain image of luxury. The brandname Fruitllows was written on each packaging with the colors which corresponds to the flavor.

The visualThe visual which re-presents a still life was created entirely under Photoshop. The frame was taken on a website.

This is a cultural refe-rence to Monet’s pain-ting «Nature morte, poires et raisin» which was painted in 1867. The disposition of the ad

retakes the disposition of this painting. First of all, as the market is french, it could be considered im-portant to make a reference to a french painter. Moreover, the fact that you have to belong to a certain cultural background to catch the reference contributes to the image of luxury of the product. The message plays with the form. It justifies the main caracteristic of the product which is the fruit flavor. As the fruits are replaced by marshmal-lows, the link was established implicitly. We enter through the visual, which at the first sight seems to be a still life. But, then you see the packshot and the slogan which makes you realise that the fruits aren’t fruits but the marshmallows. The com-pulsory phrase closes the ad, but the fact that it contains the word «fruits» can be considered as a plus for the ad.

FruitllowsThe prononciation has a specific meaning. The first part can sound harsh, whereas the end sounds soft, which refers to the marshmallow, which is a little dry at first, and finally melts down in the mouth.

The logo was made especially for the pro-duct on Illustrator. It aims at being elegant that qualifies the position of the product. The choice of the color (black and white) in addition, aims at conveying a message of luxury. This choice is due to the fact that the product line is so large that giving a special color can make them loose their consumers.