Idea Crit Feedback
As for this studio brief there a large selection of brief available to pick from a few briefs have been selected then idea thought of, exploring a few different briefs at the start of this project have given for a chance to explore the limitations, outcomes and client before the final section is made. This is to reduce the risk of wanting to chance brief after starting the project will make sure there is no issues with the brief selected before the design process.research is started.
Crit
Today there is a crit for this section of the module, i intent to use the feedback i will receive to help decide which of the current ideas and briefs that are the more effective. To see which ideas have the most positive feedback or receive help with any ideas, doing this at this stage will make sure the next research and design stages are as useful as possible. The following ideas for these briefs will be explains then asked the crit group which ideas/briefs should be carried on.
Playing Cards - Greenall's Gin
playcard with gin cocktails or mixes or serves on, this will take the British tradition of card games as well as work for the target audience as will link to drinking card games
James Bond Adverts - Greenall's Gin
a set of James Bond style adverts but with a female James Bond instead, swap the martini for a gin and tonic, empowers a females who drink gin more than males, James Bond is famously British.
Gin Solution
This would be a set of adverts or posters where gin is used to fixed everyday British problems, eg queuing. The piece would show how the situations can be made better via the inclusion of gin, how gin can made bad British thing better. EG weather, queuing, bad tea.
A Pig Event -Orchard Cider
A 'PIG' event, playing on the word 'Big', a event that would include a selection of pig themed items, over the top playful even where everything is based around the pig brand aspect.
Pig Opener Advert and Item - Orchard Pig
show an advert where a man uses/gets help of a pig to open the cider bottle the create a pig bottle opener to give away for free as a promotional linking with the advert
Pig Bottle Design/Filter
to create a snap-chat filter/page/bottle with a face on the audience can snapchat/interact with
Create a social hashtag
Promoting a social hashtag via adverting/branding which had link to a prize or competition the user can then link to via the purchase of the bottle/unique code. Linking to twitter or Instagram to create pages of user images or tweets that can be popularized by the brands identity.
Pig Bottle with Bottle opener attached
This will allow the user to have a bottle opener with the bottle, this means the bottle can be opened at festival or on the move easier, this relates to the target audience as many of this age group will drink on the go or at times when there might not be a bottle opener present/might forget a bottle opener. functional yet also themed around pigs to give purpose
Bacon Sandwich Give Away
This will be a promotional event/offer where free bacon sandwich are given away when the audience purchases a bottle of the cider,this links to the idea of pig but in a slightly less moral way. In general the target audience will love bacon sandwiches as its a popular food type especially for curing hangovers, but has issues with vegan/vegetarian customers/is it playing on the pig in a negative way.
FEEDBACK -
the crit stated that now instead of thinking about two briefs i needed to selected one and focus on creating the research and the final outcome, this link to what i aimed to decided in the crit it's self.
The crit feedback that overall the work for the Orchard Pig Cider seemed the most fitting to the brief, this was as the tone of voice of all the outcome/idea seemed to fit the tone of voice/wording/style of the brief due to the humorous nature. The ideas felt very lighthearted, less serious which fitted the style of outcome the company is looking for.
As the pig part of the brand is so heavily played on and explored via the brand current adverts and branding this should be expanded more, this crit group agreed with the idea this is was separate the brand from other cider, pig is the unique selling point.
The most positive idea feedback was the link to the idea of using snapchat as the crit peers could understand that this was the social media site heavily used by the target audience that was missed but it was asked if the audience use this on nights out/when they are drinking. To find out if this social site is used by the audience on nights out/when drinking a survey will need to be conducted, otherwise even thought the site is used it might be used in the incorrect times so wouldn't work for a alcoholic drink.
The bacon sandwich idea was felt by some as very funny and suitable but then by a vegan in the group it was explained that this could cause negative impressions of the brand due to free endorsement of killing animals. This would work for a large part of the audience but as it could cause unwanted negative feedback or reviews which the brand wouldn't want to be associated with this idea will not be taken further.
This also links to the idea of the pig being used as an bottle opener in the advert, it was explained that although unlikely this could cause the audience to try to use a real pig to open a bottle which could cause abuse/pain. It was feedback that an advert produced by Henis Beans which they had to ban and advert because it used a bean can as a musical instrument and the audience was actually using it in this way causing them pain/injury. The audience can take adverts literally therefore any idea that used/abuses animals should be ignored.
As the brief was explained as humorous the snapchat filter idea gained positive feedback, this was as the audience stated that usually snapchat is used in for a funny purpose so this links to the associations the brand want to portray as well as would be a good way the audience themselves could be used to advertise the brand. A suggest was that the bottle could include different faces/a range of different faces as then the audience have a motive to buy a range of bottle to test out the different faces.
In the crit guerilla advertising was suggested to be looked into, this is a this fits with the idea of creating a functional advertising piece. Feedback explained that creating something the audience can engaging with on a physical or social level seemed to be the strongest part of these ideas, this would give the audience a talking point whilst drinking or give the audience a functional item to related to making drinking easier. This fit with the main cause of these ideas, to enhance the drinking experience or to make it easier, therefore this should be explored more.
look into other cider/alcohol promotional social media pages
Somersby Cider created a range of humorous TV adverts about the history of their cider, it was suggest to look into these to see how the tone of voice effect the advert style and also to see how to make sure this cider stands out against this cider campaign.
summary
-stick to orchard pig
-keep it funny
-find out if the target audience use snapchat, if they use it on a nightout
-make it about the pig idea
-make it not about pain/abuse to pigs
-make it vegan/animal suitable
-make it functional
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