Wednesday, 30 March 2011
Tuesday, 22 March 2011
YCN... Further Advert Investigation
After today's crit, it was suggested to submit the ident itself rather than the stills. However, to do this, the animation needs refining and sound including. For this, further research is required into spirit and liqueur advertising.
I will be looking at adverts that don't include people, as using people tends to change the mood of the advert, especially in alcohol advertising, where the presence of people lightens the mood, as the advert I have created has quite a serious tone of voice. I will also be looking for adverts that are 20 seconds or less, again, my advert is quite short and concise, but Smirnoff for example have a 90 second advert.
I will be looking for:
- Duration
- Sound
- Drink Aware/ Drink Responsibly warnings
Some of the ads don't have links that can be embedded, so the link is included instead:
Company: Sainsbury's Wine (Collected 2007)
Duration: 20 seconds.
Sound: Sainsbury's jingle with a woman's narration.
Warning: www.drinkaware.co.uk
Company: Smirnoff - Impurity Must Be Removed (Collected 2006)
Duration: 20 seconds.
Sound: Sound effects to match on screen visuals - glass clink, impact sound for bottle falling. Quite dramatic but subtle sounds in the background with a male narration.
Warning: www.drinkaware.co.uk
Company: Smirnoff - Vodka and Cola (Collected 2010)
Duration: 20 seconds.
Sound: Light synthesised sound with a beat, plus sound effects and a male narration.
Warning: www.drinkaware.co.uk
Company: Absolut Vodka- In an Absolut World
Duration: 20 seconds.
Sound: Simple guitar tune, with a beat later on and a voice harmony, plus a female narration.
Warning: www.drinkaware.co.uk and 'Drink with absolut responsibility.'
Company: Bailey's- Listen To Your Lips
Duration: 30 seconds.
Sound: Lighthearted tune with voice, no words with female narration.
Warning: www.drinkaware.co.uk
Company: Sainsbury's Wine
Duration: 20 seconds.
Sound: Sainsbury's jingle and narration.
Warning: www.drinkaware.co.uk
Company: Sainsbury's Wine
Duration: 20 seconds.
Sound: Sainsbury's jingle and narration.
Warning: www.drinkaware.co.uk
Wednesday, 9 March 2011
YCN... Alcohol Advertising on TV
- Southern Comfort
This is quite chaotic and the complete opposite of what we want, however I like the last visual of the ad which is the bottle with 4 of the different variations that Southern Comfort can be drunk with.
This is quite chaotic and the complete opposite of what we want, however I like the last visual of the ad which is the bottle with 4 of the different variations that Southern Comfort can be drunk with.
Tuesday, 8 March 2011
YCN... Alcohol Advertising on TV
- Smirnoff Vodka
Simple but effective, not quite sure what the narration is saying, but there is a lot of emphasis on the word superior. The visual is very strong, and the clinical feel to it really portrays the purity of the vodka.
Again, a similar style of advert, this time focussing in on Smirnoff cocktails.
Simple but effective, not quite sure what the narration is saying, but there is a lot of emphasis on the word superior. The visual is very strong, and the clinical feel to it really portrays the purity of the vodka.
Again, a similar style of advert, this time focussing in on Smirnoff cocktails.
Monday, 7 March 2011
YCN... Auchentoshan Website
The way Auchentoshan is marketed on their website still preserves the traditional, high quality standard but, visually this could appeal to a younger audience. The website has a page on how to enjoy Auchentoshan, including cocktails, drinking it neat (on the rocks) and how it can accompany food, extremely handy for people like me, who have no idea. Also on the site shows the process in the distillery including animations, which are narrated, and the user can navigate through each stage of the process, I found this really interesting, as again, its not something I am knowledgeable about.
YCN... iPhone App Research
- Drinkspiration by Absolut
* Features cocktails categorised by; taste, colour, weather, trends, location, bar vibe...
* World trend list.
* Personal order list.
Rating: *** out of 5 based on 26 ratings.
Name is a great play on the word inspiration, as the app offers inspiration to the drinker depending on the taste they are after, the weather etc. The text used for the button is baded on the existing brand identity so it can be recognised. The interface is easy to navigate, and the visuals are appealing.
- Bacardi Flavours App
* Locate nearby bars, pubs.
* Live stream of Bacardi Radio.
* Bacardi Cocktail recipes.
Rating: *** out of 5 based on 6 ratings.
Cool visuals, easy to navigate app, I like the idea of Bacardi radio, opens up the target audience for the app to music lovers too!
- Bacardi Mojito App
* Practice the techniques of making a mojito on the phone itself.
* View recipe either step by step, or watch in auto play.
Rating: *** out of 5 based on 146 ratings.
I love the design for this app, although it is slightly lacking in content due to the focus of the subject matter, the visuals are fantastic. The interactive element is quite cool too, using the movement sensors in the phone to reenact making a cocktail.
- Bar Skills App
* Tests memory, speed and accuracy whilst serving cocktails on the phone.
* Recipes for various Bacardi based drinks.
Rating: ** out of 5 based on 1945 ratings.
From the other apps I have seen, this is not as visually eyecatching. However, I do like the design for the app button, the colours work well, and are the scheme used throughout the app, the design itself is simple and clear of the subject matter.
YCN... iPhone App Research
- Drinkspiration by Absolut
* Features cocktails categorised by; taste, colour, weather, trends, location, bar vibe...
* World trend list.
* Personal order list.
Rating: *** out of 5 based on 26 ratings.
Name is a great play on the word inspiration, as the app offers inspiration to the drinker depending on the taste they are after, the weather etc. The text used for the button is baded on the existing brand identity so it can be recognised. The interface is easy to navigate, and the visuals are appealing.
- Bacardi Flavours App
* Locate nearby bars, pubs.
* Live stream of Bacardi Radio.
* Bacardi Cocktail recipes.
Rating: *** out of 5 based on 6 ratings.
Cool visuals, easy to navigate app, I like the idea of Bacardi radio, opens up the target audience for the app to music lovers too!
- Bacardi Mojito App
* Practice the techniques of making a mojito on the phone itself.
* View recipe either step by step, or watch in auto play.
Rating: *** out of 5 based on 146 ratings.
I love the design for this app, although it is slightly lacking in content due to the focus of the subject matter, the visuals are fantastic. The interactive element is quite cool too, using the movement sensors in the phone to reenact making a cocktail.
- Bar Skills App
* Tests memory, speed and accuracy whilst serving cocktails on the phone.
* Recipes for various Bacardi based drinks.
Rating: ** out of 5 based on 1945 ratings.
From the other apps I have seen, this is not as visually eyecatching. However, I do like the design for the app button, the colours work well, and are the scheme used throughout the app, the design itself is simple and clear of the subject matter.
YCN... Packaging Research (Dragon Rouge 4)
- Cruzan, Rum
Still looking at the Dragon Rouge consultancy, this is Cruzan the brief set for Dragon Rouge 'Our task was to make Cruzan the premium rum for a consumer looking not for wild partying, but to enjoy good times with a high quality drink.'
I think quality is the word that comes to mind when I look at the labelling for these bottles, they aren't for the young drinkers who are stereotypically seen to drink for 'wild partying' but maybe a few drinks on an evening among friends, or after a hard days work.
YCN... Packaging Research (Dragon Rouge 3)
-Ballantines, Whisky.
Again, another Dragon Rouge creation. Their brief was to attract a new audience of whisky drinkers, a very similar brief to our YCN brief. There were similar restrictions to the brief we are following such as being 'sensitive to brand equities'.
Although this is a design for a more traditional drinker, what stuck out to me was the finishing method, the UV varnishing, which makes the bottle stand out more when behind the bar. This is something to consider, as this may effect the consumers choice when at the bar. Also with the brief being similar to the one we are working on, it instantly caught my attention.
Linked in with this was the Ballantine Activation, a project to create a buzz and excitement for this drink, particularly to engage with young entrepreneurs.
This design works really well, using the Blue from the bottle, as part of a gradient towards a lighter blue to make the product stand out more. The format would not work as a portrait and the way it has been framed looks effective. Part of the pattern in the background uses the number 12, which creates an original looking piece of work. The words ' Takes You Beyond' in capitals, really addresses and speaks to the audience, as if the poster is going to take you beyond as well.
The Brief:
Context
Creating a buzz about a drinks brand calls for real energy and imagination. Competing brands are constantly upping the stakes on trade to get their product noticed. Ballantine’s wanted to create the right talk in the bar to make their 12 Year Old whisky the drink of choice for the young stylish entrepreneur. They needed a big idea.
Challenge
While whisky drinking is booming in Asia, in other national markets, it has lost out in others to vodka as the style-setters tipple. Our challenge was to get bar tenders and consumers excited about Ballantine’s 12 Year Old’s flair and authenticity – the stylish, sophisticated, approachable choice for the drinker in their 30s. Our idea for a theme needed to be capable of stretching across bar environments, event invitations, competitions and the kit that goes with a good drinking ritual.
Solution
Our core idea was ‘Ballantine’s Takes You Beyond’ which inspired trompe l’oeil features for bar interiors, 3D wall art, bar tender aroma kits and uniforms and competitions – all designed to create theatre and get the brand talked about (and tried) in all the right places. We helped turn B12 into an attractive choice for an entirely new customer. To top it off, our Beyond idea was then used by their advertising agency in a major global campaign.
Context
Creating a buzz about a drinks brand calls for real energy and imagination. Competing brands are constantly upping the stakes on trade to get their product noticed. Ballantine’s wanted to create the right talk in the bar to make their 12 Year Old whisky the drink of choice for the young stylish entrepreneur. They needed a big idea.
Challenge
While whisky drinking is booming in Asia, in other national markets, it has lost out in others to vodka as the style-setters tipple. Our challenge was to get bar tenders and consumers excited about Ballantine’s 12 Year Old’s flair and authenticity – the stylish, sophisticated, approachable choice for the drinker in their 30s. Our idea for a theme needed to be capable of stretching across bar environments, event invitations, competitions and the kit that goes with a good drinking ritual.
Solution
Our core idea was ‘Ballantine’s Takes You Beyond’ which inspired trompe l’oeil features for bar interiors, 3D wall art, bar tender aroma kits and uniforms and competitions – all designed to create theatre and get the brand talked about (and tried) in all the right places. We helped turn B12 into an attractive choice for an entirely new customer. To top it off, our Beyond idea was then used by their advertising agency in a major global campaign.
To me, this is a great idea, people don't always want to take notice of websites as it requires work, and remembering the site address. Having some kind of interactive experience involving the bar staff and customers seems an interesting, easy way of engaging their potential new consumers.
YCN... Ideas from Survey Analysis
It is definitely confirmed that Glayva is extremely little known, especially with the target age group Glayva are now trying to communicate with.
From the questions;
- What would attract you to buy/try Glayva?
A free sample was the most popular answer, suggesting a free taster event should be held somewhere to begin to raise awareness. Comments/reviews were the joint second most popular answer, but this would occur from the sampling, also packaging was another answer, this was decided by my creative team as soon as we saw the bottle. And we decided that this was definitely something to look at. A discount voucher was chosen by nearly half of the respondents, this is definitely something to consider.
- Do you drink at any of the following chains or franchises?
Wetherspoons was the most popular answer, this could mean a suitable location for a promotional testing event.
- What means of promotion do you prefer to engage with as a consumer?
TV ad was the most popular answer, with our previous module on After Effects, this is a possibility. A Facebook Group was the next most popular answer, this is definitely possible, but does not exploit our creative skills as such, as the groups are standard formats. Email, Internet banner and poster were the next set of top answers, these combine print and digital and we can exploit all of our creative skills.
From the questions;
- What would attract you to buy/try Glayva?
A free sample was the most popular answer, suggesting a free taster event should be held somewhere to begin to raise awareness. Comments/reviews were the joint second most popular answer, but this would occur from the sampling, also packaging was another answer, this was decided by my creative team as soon as we saw the bottle. And we decided that this was definitely something to look at. A discount voucher was chosen by nearly half of the respondents, this is definitely something to consider.
- Do you drink at any of the following chains or franchises?
Wetherspoons was the most popular answer, this could mean a suitable location for a promotional testing event.
- What means of promotion do you prefer to engage with as a consumer?
TV ad was the most popular answer, with our previous module on After Effects, this is a possibility. A Facebook Group was the next most popular answer, this is definitely possible, but does not exploit our creative skills as such, as the groups are standard formats. Email, Internet banner and poster were the next set of top answers, these combine print and digital and we can exploit all of our creative skills.
YCN... Analysis of Survey Results
Of all the people I sent the survey out to; only 10 replied.
- 70% were male.
- 30% were female.
There was a fair range in my target audience '25-35', however, 2 slipped through the net, one aged 20 and one 43. However, both are younger ages than the current client age range.
70% of the respondents had neither tried or heard of Glayva. 20% had tried it, and 10% had heard of it.
100% said they would try a liqueur trade marked as 'the best liqueur in the world'.
From the description of Glayva, 80% said it sounded appealing, leaving 20% who disagreed, the reasons given were;
- 'I'm not a fan of whisky liqueurs because they are usually too sweet.'
- 'Not a whisky fan.'
The question stated for those who the drink did not appeal to, to list why, however some people listed reasons of why it was appealing, these reasons included;
- 'The exotic ingredients sound good.'
- 'I like other spiced liqueurs.'
- 'The combination sounds appealing.'
- 'I always like to try new things. It isn't the alcohol but flavors that attract me. If it was the other way, I'd drink vodka.'
- 'I like the idea of tangerine being used in a whisky.'
50% said they would drink Glayva neat. Apple and lemonade were the most popular choice for Glayva and mixer, followed by Ginger Ale and Cranberry, 20% said they wouldn't consider any of these. Other suggestions included;
- 'Coke.'
- 'Pepsi.'
- 'Boost or Tuborg! Kidding. Red bull?'
- 'I'd consider a lot of things including most citrus and some of the same mixers used with tequila.'
- 'Depends on it's taste.'
80% said a free sample would attract them to trying Glayva. 50% said packaging and comments/reviews would attract them. 40% replied a discount voucher would entice them into trying the drink, 20% said an advert, and 10% said a competition.
Other suggestions put forward were;
- 'Girls.'
- 'Less sweet.'
70% of people said they drink at home, followed by the pub as the next most popular choice, then bars then clubs.
Another suggestion was;
- 'Homes of friends.'
70% said they drink at Wetherspoons, 30% said they drink at the Slug and Lettuce, 20% said they drink at none of these places, but a suggestion was;
- 'Frankie and Benny's, and Browns.'
60% said as consumers they prefer to be engaged by TV adverts, the next most popular choice was Facebook group, Poster, Internet banner and Email was the joint third choice, followed by website and iPhone app, then Radio Ad and Text. Nobody picked pamphlet.
- 70% were male.
- 30% were female.
There was a fair range in my target audience '25-35', however, 2 slipped through the net, one aged 20 and one 43. However, both are younger ages than the current client age range.
70% of the respondents had neither tried or heard of Glayva. 20% had tried it, and 10% had heard of it.
100% said they would try a liqueur trade marked as 'the best liqueur in the world'.
From the description of Glayva, 80% said it sounded appealing, leaving 20% who disagreed, the reasons given were;
- 'I'm not a fan of whisky liqueurs because they are usually too sweet.'
- 'Not a whisky fan.'
The question stated for those who the drink did not appeal to, to list why, however some people listed reasons of why it was appealing, these reasons included;
- 'The exotic ingredients sound good.'
- 'I like other spiced liqueurs.'
- 'The combination sounds appealing.'
- 'I always like to try new things. It isn't the alcohol but flavors that attract me. If it was the other way, I'd drink vodka.'
- 'I like the idea of tangerine being used in a whisky.'
50% said they would drink Glayva neat. Apple and lemonade were the most popular choice for Glayva and mixer, followed by Ginger Ale and Cranberry, 20% said they wouldn't consider any of these. Other suggestions included;
- 'Coke.'
- 'Pepsi.'
- 'Boost or Tuborg! Kidding. Red bull?'
- 'I'd consider a lot of things including most citrus and some of the same mixers used with tequila.'
- 'Depends on it's taste.'
80% said a free sample would attract them to trying Glayva. 50% said packaging and comments/reviews would attract them. 40% replied a discount voucher would entice them into trying the drink, 20% said an advert, and 10% said a competition.
Other suggestions put forward were;
- 'Girls.'
- 'Less sweet.'
70% of people said they drink at home, followed by the pub as the next most popular choice, then bars then clubs.
Another suggestion was;
- 'Homes of friends.'
70% said they drink at Wetherspoons, 30% said they drink at the Slug and Lettuce, 20% said they drink at none of these places, but a suggestion was;
- 'Frankie and Benny's, and Browns.'
60% said as consumers they prefer to be engaged by TV adverts, the next most popular choice was Facebook group, Poster, Internet banner and Email was the joint third choice, followed by website and iPhone app, then Radio Ad and Text. Nobody picked pamphlet.
Sunday, 6 March 2011
YCN... Primary Research
My main role for this brief is primary research, I will be looking at Glayva itself, the look of the bottle, where it can be bought, how it tastes and most importantly learning about the people who drink Glayva, and those that don't.
I will conduct a survey online aimed at 25-25 year olds to find out people's opinions towards Glayva.
Click here to take survey
I will conduct a survey online aimed at 25-25 year olds to find out people's opinions towards Glayva.
Click here to take survey
Saturday, 5 March 2011
YCN... Packaging Research (Dragon Rouge 2)
- Martell L'or, Cognac.
Also by the Dragon Rouge design consultancy. The brief that lead to this creation was for the launch of an 'ultra-premium product that would embody the essence of Martell cognacs'.
This bottle is such an innovative, bespoke design, it really communicates the idea of a luxury, product. It is a far cry from the usual bottle designs, a cylindrical, whole, form. The curved shape and rounded cut-out, tied in with the leafy patterns send out a signal of elegance, and femininity.
YCN... Packaging Research Dragon Rouge
We all decided as soon as we saw the Glayva packaging, that it was definitely not designed with a young, contemporary audience in mind. In our creative team we decided what was to blame was the colour of the liquid!
Taken from: http://www.shelfimpact.com/newsletters/si-01-21-11.html
Printing gives distinction to new Sam's Club tequila
Sam's Club is making a play for a share of the global tequila market, which has grown 9% in the past decade, led by the premium and ultra-premium segments. Sam's Club has introduced its own tequila, marketed under the Calle Azul brand.
Collaborating with Dragon Rouge, a design consultancy, Sam's Club developed a brand that would appeal to consumers looking for top-quality luxuries for everyday enjoyment. The brand identity and package design were built around the concept of "mastering the art of tequila," explains Eric Zeitoun, president of Dragon Rouge's New York office. The idea was inspired by Mexico's enduring passion, culture, and history that uniquely cultivated tequila's refined taste and excellence.
The brand experience starts with the product name. Calle Azul suggests the path to the blue agave source and region. The brand's visual identity, expressed through the package, balances the best of old and new for Mexico.
A modern font conveys the contemporary feel of Mexico, and the signature sun icon references Mexican heritage and its central role in nurturing the qualities of agave. "The sun's presence has inherently mysterious qualities, similar to those associated with tequila, and is further enhanced by the dark blue, almost black color palette chosen," says Marcus Hewitt, chief creative officer in Dragon Rouge's New York office.
The graphics are printed in four colors directly onto the glass bottle surface with UV ink screening, which is similar to an applied color label but has a different curing temperature than an applied color label and doesn't have ink color limitations because of toxicity challenges. Vitro provides the 750-mL bottle.
The rich colors on the clear glass bottle contrast with the color of the tequila seen through the bottle, and they accentuate the richness of the 100% Agave Añejo tequila. The sun image repeats, in a different color pattern, in the neck of the bottle.
A cork/cap closure provides a sense of traditional-looking tequila packaging, and the cap area is sealed with a clear shrink-wrap, from Continental Packaging Solutions, for tamper evidence.
"Dragon Rouge's development approach produced a unique branding and creative solution for Calle Azul to position the brand relevantly and distinctively as an ultra-premium tequila," says Maurice Markey, Sam's Club's vice president of private brands.
Calle Azul is rolling out in about 200 Sam's Club stores across the U.S.
These are examples of packaging that are young and contemporary;
-Calle Azul, Tequila.
Taken from: http://www.shelfimpact.com/newsletters/si-01-21-11.htmlPrinting gives distinction to new Sam's Club tequila
Sam's Club is making a play for a share of the global tequila market, which has grown 9% in the past decade, led by the premium and ultra-premium segments. Sam's Club has introduced its own tequila, marketed under the Calle Azul brand.
Collaborating with Dragon Rouge, a design consultancy, Sam's Club developed a brand that would appeal to consumers looking for top-quality luxuries for everyday enjoyment. The brand identity and package design were built around the concept of "mastering the art of tequila," explains Eric Zeitoun, president of Dragon Rouge's New York office. The idea was inspired by Mexico's enduring passion, culture, and history that uniquely cultivated tequila's refined taste and excellence.
The brand experience starts with the product name. Calle Azul suggests the path to the blue agave source and region. The brand's visual identity, expressed through the package, balances the best of old and new for Mexico.
A modern font conveys the contemporary feel of Mexico, and the signature sun icon references Mexican heritage and its central role in nurturing the qualities of agave. "The sun's presence has inherently mysterious qualities, similar to those associated with tequila, and is further enhanced by the dark blue, almost black color palette chosen," says Marcus Hewitt, chief creative officer in Dragon Rouge's New York office.
The graphics are printed in four colors directly onto the glass bottle surface with UV ink screening, which is similar to an applied color label but has a different curing temperature than an applied color label and doesn't have ink color limitations because of toxicity challenges. Vitro provides the 750-mL bottle.
The rich colors on the clear glass bottle contrast with the color of the tequila seen through the bottle, and they accentuate the richness of the 100% Agave Añejo tequila. The sun image repeats, in a different color pattern, in the neck of the bottle.
A cork/cap closure provides a sense of traditional-looking tequila packaging, and the cap area is sealed with a clear shrink-wrap, from Continental Packaging Solutions, for tamper evidence.
"Dragon Rouge's development approach produced a unique branding and creative solution for Calle Azul to position the brand relevantly and distinctively as an ultra-premium tequila," says Maurice Markey, Sam's Club's vice president of private brands.
Calle Azul is rolling out in about 200 Sam's Club stores across the U.S.
The bottle for this tequila really works, I love how the design uses a contemporary font, but brings in traditional, Mexican heritage. It shows that this colour of liquid can be combined with a well designed label without the need to hide the colour of the contents. The idea of the sun complements the colour of the tequila as it is a warm colour visually, but also in erms of taste. The red 'E' works too, I am not sure exactly how it is pronounced but may enhance the linguistics of the word.
Wednesday, 2 March 2011
YCN Supplied Artwork...
Supplied along with the brief is the artwork to be used with the response:
The logo, to me has conflicting styles, the main serif type suggests traditional which fits the current market and association with Glayva, the word liqueur in the sans serif type, and the large orange sans serif G gives a more contemporary feel, the look Glayva is aiming for to succeed in attracting a new audience.
This shows the logo in context, and to me this drink screams 'old man!'. This definitely needs a revamp if it is going to attract a younger audience.
The logo, to me has conflicting styles, the main serif type suggests traditional which fits the current market and association with Glayva, the word liqueur in the sans serif type, and the large orange sans serif G gives a more contemporary feel, the look Glayva is aiming for to succeed in attracting a new audience.This shows the logo in context, and to me this drink screams 'old man!'. This definitely needs a revamp if it is going to attract a younger audience.
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