Summer project tasks
Innocent Drinks
Answer the following questions:
1) What is the unique selling point of the product?
Innocent Drinks' unique selling point is their commitment to 100% natural ingredients with no added sugar, preservatives, or artificial colors. They emphasize sustainability by using recycled packaging, sourcing ingredients responsibly, and reducing their carbon footprint, while donating a portion of profits to charity. Their transparency, honest marketing, and high-quality products build consumer trust. The brand's fun and approachable personality, combined with engaging storytelling and creative campaigns, makes Innocent Drinks memorable and relatable.
2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.
Innocent Drinks targets health-conscious, environmentally aware consumers aged 18-45, typically with higher disposable incomes and residing in urban areas. These educated professionals or students value natural, organic products and are willing to pay a premium for quality and ethical practices. They appreciate sustainability, transparency, and brands that align with their social and environmental values. Innocent Drinks' fun, friendly, and honest brand personality, along with their commitment to health and wellness trends, resonates well with this demographic, fostering strong brand loyalty and engagement.
3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene. You may want to focus on TV advert conventions such as voiceover for example.
One notable aspect of the technical construction of an Innocent Drinks advert is the effective use of voiceover. The voiceover typically employs a friendly and conversational tone, which aligns well with the brand's approachable and honest personality. This choice helps to create an immediate connection with the audience, making the information about the product feel more personal and relatable. The voiceover often includes humorous and light-hearted commentary, which not only entertains but also reinforces the brand's quirky and fun image. This technique is particularly effective in engaging viewers and leaving a memorable impression, ensuring that the key messages about the product’s natural ingredients and ethical practices are communicated clearly and enjoyably.
4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.
In an Innocent Drinks advert, several key representations are conveyed. Health-conscious individuals, such as joggers and yoga enthusiasts, are prominently featured, aligning with the brand’s focus on natural and nutritious products. The adverts often showcase a diverse and inclusive community, reflecting the brand’s broad appeal and commitment to inclusivity. Environmentally aware consumers engaging in eco-friendly activities are highlighted, emphasizing the brand’s sustainability efforts. The fun and playful brand personality is represented through humor, bright colors, and whimsical elements, reinforcing Innocent Drinks' approachable and down-to-earth identity. Additionally, the brand’s transparency and honesty are conveyed through straightforward messaging and clear information about ingredients and ethical practices, building trust and positioning Innocent Drinks as a trustworthy and reliable choice.
Lucozade
Answer the following questions:
1) What is the unique selling point of the product?
The unique selling point of Lucozade lies in its role as an energy-boosting beverage designed to enhance physical and mental performance. Marketed primarily as a source of quick energy and hydration, it contains glucose to provide immediate energy and combat fatigue, making it popular among athletes and individuals needing a boost. Lucozade is often associated with improved physical performance and endurance, appealing to sports enthusiasts and active individuals. The brand leverages its scientific heritage, emphasizing the research and development behind its formulation, which enhances its credibility and appeal to consumers seeking a reliable and effective energy drink.
2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.
Lucozade is primarily aimed at a diverse audience of active individuals seeking enhanced physical and mental performance. Demographically, this includes both men and women, typically ranging from teenagers to middle-aged adults, who engage in sports, fitness activities, or lead active lifestyles. Psychographically, Lucozade targets individuals who value energy, stamina, and performance improvement. These consumers are likely to be health-conscious, interested in sports nutrition, and willing to invest in products that can support their athletic endeavors or daily energy needs. Lucozade’s branding emphasizes the drink's ability to provide quick energy and hydration, making it suitable for pre-workout fuel or recovery. Its association with improved performance through glucose supplementation appeals to athletes and fitness enthusiasts seeking reliable and scientifically-backed solutions. Overall, Lucozade resonates with a wide range of active consumers by addressing their specific energy and performance enhancement requirements.
3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene. You may want to focus on TV advert conventions such as voiceover for example.
One notable aspect of the technical construction of Lucozade adverts is their effective use of sound. Specifically, the sound design often features energetic and motivational music that aligns with the brand's message of energy and performance enhancement. This choice not only sets the mood but also reinforces the product's association with vitality and vigor, appealing directly to the target audience's desire for physical and mental stimulation. Additionally, the use of dynamic sound effects, such as whooshes and beats, enhances the sense of action and movement, further engaging viewers and emphasizing the drink's role in boosting energy levels. Overall, the strategic use of sound in Lucozade adverts contributes significantly to their impact and memorability, creating a compelling auditory experience that complements the visual elements effectively.
4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.
Lucozade adverts skillfully portray several key representations that resonate with its target audience. They prominently feature athletes and individuals engaged in rigorous physical activities like running or intense workouts, emphasizing the drink's role in enhancing stamina and performance. The adverts consistently depict the experience of energy boost and vitality after consuming Lucozade, reinforcing its image as a quick and effective source of energy. Additionally, there's a strong focus on scientific and technological aspects, highlighting the product's formulation and advancements in sports nutrition. These representations collectively appeal to a demographic that values athleticism, physical fitness, and the desire for enhanced performance, positioning Lucozade as a trusted choice for those seeking to optimize their energy levels and achieve peak physical capabilities.
Other health drink adverts: Boost
Choose one of the above adverts and answer the following questions:
1) What is the unique selling point of the product?
Boost's unique selling point lies in its promise to provide a quick and sustained energy boost coupled with a refreshing taste. Marketed primarily as an energy drink, Boost targets consumers looking to combat fatigue and increase alertness, particularly during busy or demanding times. The drink's appeal extends through a variety of flavors, catering to diverse taste preferences and enhancing the overall drinking experience. Boost's convenient packaging in portable cans supports its role as an on-the-go energy solution, appealing to individuals with active lifestyles who need immediate energy replenishment. Moreover, its competitive pricing makes it accessible to a wide audience seeking value alongside functionality. Boost's strong brand image, emphasizing reliability and effectiveness in delivering the promised energy boost, further enhances its appeal and fosters consumer trust and loyalty within the competitive energy drink market.
2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.
Boost is primarily aimed at a diverse audience of consumers who prioritize energy and performance enhancement in their daily lives. Demographically, this includes a broad spectrum of individuals ranging from teenagers to middle-aged adults, typically living in urban or suburban areas. Psychographically, Boost targets busy professionals, students, athletes, and individuals with active lifestyles who require a quick and reliable energy boost to sustain productivity, focus, and stamina throughout the day. These consumers are often health-conscious and value products that support their physical and mental well-being, making Boost an appealing choice due to its convenience, effectiveness, and variety of flavors. Boost's marketing strategies often highlight its ability to combat fatigue and increase alertness, aligning with the needs and aspirations of individuals seeking functional beverages that enhance performance and vitality. Overall, Boost resonates with a wide range of active and dynamic consumers who seek practical solutions to maintain energy levels and meet daily challenges head-on.
conventions
4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.
Boost adverts skillfully portray several key representations to resonate with their target audience. They often feature individuals experiencing a noticeable surge in energy after consuming the drink, emphasizing its effectiveness in combating fatigue and enhancing alertness. These adverts frequently showcase people engaged in active lifestyles or demanding activities, such as sports or work, highlighting Boost's role in supporting peak performance throughout the day. The representation of Boost as a refreshing and enjoyable beverage is also prominent, appealing to consumers looking for both functional benefits and a pleasant drinking experience. Moreover, the adverts emphasize Boost's convenience with its portable packaging, catering to busy individuals who need quick and accessible energy solutions. Overall, these representations collectively reinforce Boost's image as a reliable and effective energy drink that meets the needs of active and dynamic consumers seeking vitality and endurance in their daily lives.
2) TV advert planning
2) TV advert planning
Plan out the brand of health drink you are going to use along with the narrative and character for your two adverts. You also need to plan elements like the slogan, settings, music and more.
Plan out the brand of health drink you are going to use along with the narrative and character for your two adverts. You also need to plan elements like the slogan, settings, music and more.
Answer the following TV advert pitch questions with your original idea for health drink TV adverts aimed at teenagers and young adults:
1) What brand of health drink are you going to use? You can use an existing drink.
naked or innocence drink
2) New slogan for the health drink (MUST be original - cannot be existing slogan):
Here are several slogan options for your health drink:
Sip Healthy, Live Fully.
3) Main character(s) that will appear in your adverts:
Sip Healthy, Live Fully.
1- Gym guy/girl
2- teenage girl/guy
3- random people on street who vibe with the guy/girl
3- random people on street who vibe with the guy/girl
4) Narrative: What will happen in your first advert?
first there will be a guy/girl doing push ups in the gym and then he will be covered in sweat and breathing heavily and then go to get a drink and there will be two drinks Lucozade and the chosen drink and he will be hesitant to pick but he chose my chosen drink and then has an explosion of flavours and drink the whole thing.
5) Narrative: What will happen in your second advert?
In the second advert there will be a guy/girl walking out of the corner shop holding the chosen drink then will drink the chosen drink and will get a burst of energy and feel great then dance down the street and be really happy and energetic and will finish the whole drink in one go and start vibing with people.
6) Where will you film your adverts? You need a different location for each advert.
1-gym 2-greenford Broadway3-corner shop4-school
7) Who will be in your adverts?
1-friends
2-family
3-friends family
8) What music will you use for your adverts? What voiceover will you use and who will you use to record the voiceover? Note: for music you can use existing music tracks.
Hype songs like:1- SPOT! by ZICO, Jennie 2- Forever by BABYMONSTER3- Rockstar by Lisa4- ABCD by nayeon5-pass the mic by BTS6- love wins all by IU 7- run by BTS 8- Ensay by Saad Lamjarred, Mohamed Ramadan
9) How will your adverts appeal to your 15-30 year old target audience?
as many teenagers like to go gym these modern days I allowed them to see how a drink can change their body and that even though they go gym the drinks that they chose to drink has a big impact on them and the other way is that as you are strolling down the street this drink allows you to be energetic and express yourself which teenagers have a hard time doing because of bullies and having to trap your feeling in a bubble with no one to help.
10) What TV channel and programme would your advert appear during and why? Remember the brief states a mainstream TV channel or streaming service.
The adverts are best suited for placement on a mainstream TV channel such as ITV during the airing of popular reality TV shows like "Love Island" or sports events like the UEFA Champions League. These programmes attract a wide audience demographic that includes both young adults and sports enthusiasts—key target markets for the chosen drink. "Love Island" has a massive following among young adults who are likely to resonate with the energetic and vibrant lifestyle depicted in the adverts. Meanwhile, the UEFA Champions League draws in sports fans who can relate to the physical exertion shown in the gym scene of the first advert. Additionally, the adverts could also be featured on a streaming service such as Netflix or Hulu, specifically targeting shows that attract a similar demographic, like "Stranger Things" or "The Umbrella Academy." These platforms offer precise targeting capabilities, ensuring that the adverts reach viewers who are most likely to be interested in an energizing and refreshing beverage. By selecting these channels and programmes, the adverts will reach a broad yet targeted audience, maximizing the impact and visibility of the chosen drink.
3) Statement of Intent
On the same Summer Project blogpost, write the rough first draft of your genuine 300-word Statement of Intent for the adverts you plan to create. The final draft of this document will be submitted to the exam board alongside your TV adverts and is worth 10 marks of the overall 60 marks available.
Guidance is provided by AQA in their NEA Student Booklet.
We have also produced a Statement of Intent suggested content document to help you too. You'll need your Greenford Google login to open these documents.
In the first advert, the narrative begins with a man in a gym setting, pushing his physical limits with an intense workout. The atmosphere is charged with determination and effort, underscored by the man's heavy breathing and sweat-drenched appearance. As he approaches the drink station, he faces a choice between two beverages: Lucozade and the chosen drink. After a moment of hesitation, he confidently selects the chosen drink. The instant he takes his first sip, there is a vivid explosion of flavours, visually represented by dynamic graphics and vibrant colours. This powerful sensory experience is portrayed through his expression of sheer satisfaction and revitalization as he drinks the entire bottle in one go.
The second advert shifts the scene to a more casual environment, featuring a person emerging from a corner shop with the chosen drink in hand. As they take a sip, an immediate burst of energy courses through them, transforming their demeanour. The individual begins to dance down the street, exuding happiness and vitality. This newfound energy becomes contagious, and they start vibing with passers-by's, creating a joyful and uplifting atmosphere. The advert concludes with the person finishing the drink, clearly energized and content.
Overall, these adverts are intended to convey that the chosen drink is not just a beverage but an experience that enhances physical performance and brings joy to everyday life. The use of relatable scenarios and vibrant visuals aims to create a strong emotional connection with the audience, encouraging them to make the chosen drink a part of their routine.
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