Create a product’s brand ID, advertise through different methods and examine their effects on the selected target audience.
The creation of a natural energy drink, which due to its broad market and the available research, it is a great sample to test out varied advertising approaches. The goal was to target a different audience from other common, energy drinks that are appealing to extreme sports enthusiasts, athletes and highly active people. In addition, the examination of different advertising techniques is indicating the relation between consumers’ age, lifestyle and gender with the advertising methods and the impact they have on consumers.
The chosen product is a new energy drink made from natural ingredients. It is designed to conserve its vitamins and its nutrients, providing consumers with natural energy. Its nutritional benefits are essential in order to keep a balanced diet and to absorb the energy from fruits in the most natural way. It is produced in 4 different flavours, orange, citrus, tropical and forest, to satisfy a broad range of consumers.
The target market is a general adult audience aged from 18 to 40 from both genders, which is different from other energy drinks aiming at young people with a specific way of life. Based on natural ingredients, for consumers with an awareness of healthy issues. The target audience are people with a busy routine who may feel tired during the day. This group includes students, working mothers or employed individuals.
The brand ID represents the audience‘s personality. Brand ID of this energy drink includes the drink’s name, which is referring to the first 7 seconds of a new pure life. The logotype is designed based on a condensed typeface, with circular edges blended with the well-known fruit simple in a minimalistic way. Typography is following the same concept, exposing a visual language, sending health and natural messages. Each color used is showing the flavour of the drink making the product representable for its category. Package design is based on peoples’ needs for example practical use of the product (size fits in woman’s handbag, or easy for students to carry), the material as well as the shape fits into brands idea requirements. Furthermore, it is following the appearance of juice drinks combined with energy drinks using glass to provide the best quality for the product.
Each bottle holds a hidden moment of refreshment, concealed in the base. A first person picture becomes the extension of the consumer, each one for every season. While consuming the drink, buyers can view the picture and escape with their imagination to calm places of nature, far away from their everyday problems.
Advertising is based on target audiences’ interests and lifestyle. Popular approaches followed, such as ‘’ facts and figures’’- info- graphics approach, showing the nutritional benefits of the drink for people caring about the ingredients and their effects. The “conceptual approach’’- aiming for the clever use of the product with deeper meaning and the reveal of bottle’s secret. Last, ‘’simple solutions’’ approach, the most common advertising approach, focusing on the product, in its simplest form. Print based materials, such as poster design, is used according to typography principles. Researching similar product campaigns was useful in the creation of a competitive product.
The research was based on the analysis of online questionnaires submission. Three posters- advertisements were displayed to consumers. Each consumer, based on his/hers personal opinion, chose which one of those adverts, would have greater impact on his/hers buying choice.
Software used for the production
3D Representations: SolidWorks 3D CAD & Maxxon Cinema 4D
Poster Creation: Adobe Photoshop CS5 & Illustrator CS5
Statistical Analysis of results: IBM SPSS Statistics 19
Photography: Adobe Lightroom 3 & Adobe Photoshop CS5
Alexander Damaskinos (SolidWorks representations)
Anaxagoras Costa (Questionnaire website development)
Eleftheria Hadjistephanou (SPSS & Statistical analysis)
*Huge appreciation to Natasha Hadjistephanou for all the
support and the good memories during the MA degree :)