For this brief the client is aiming for 'integrated digital campaign that drives proper engagement' for the Orchard Pig Cider, the aim is for a campaign that uses social media site as a form of adverting. The basic of this brief is to create an idea which is a basis for a way to engage the audience with the brand but using a digital campaign that appeal to the generation Z age group, but the underlying theme is unique advertising.
The client stated in their brief that most cider companies sell and designs their work round the main cider ingredient apple or apples tree but that what this company different is their unique selling point, their starting point and name Pig. The idea of the pig comes from when the inventors used to drink cider around a hog roast, this has inspired their branding and other parts of their advertising campaign lie the flying pig drone. The brand heavily makes many different PIG related jokes, on their site, in the brief and on their products, this shows how much they use the pig as a way to differentiate their brand from other coder companies.
Competitor
Conducting research into a wide range of other cider adverts, brands and campaign will show how this is done via different other brands as well as investigate in other brands do focus on the apple as their main logo/theme.
Also research into the existing advert will explore what the clients competitors focus on, how they sell the products and how/what to avoid as to stand out in the market/be different
very british imagery
natural fee give via
warm colour tones and happy subject matter
reflects hand picked/craft/hand made
shows bottles
shows pint
heavy/only focus on the apples
over plays how many apples are in the bottle, appears as more/strong apply taste
also the use of appeals imply a more heavenlier drink
shows bottle
shows bottle
type heavy
sold via refreshing on a hot day
shows bottle/pint
links to pop culture
focus on the wide range of flavors represented via colors
fruit represened via colours
shows bust of colours reflecting bust of flavour
shows bottles
colourful imagery
paint used to show more playful design
as if the cider is so applely it's made of just apples
shows bottle/branding
eneage via a questions
copy links to the name/brand
unqiue deer imagery/text
likes to name
shows bottle/branding
type heavy
type imperfect
type as printed on a apple crate
copy link to name
shows summery imagery
pun used
use of natural/plant/tree imagery to have positive summer undertones
links to countryside
links to handmade/hand picked
shows bottle
use feature or make it different
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