From feedback in the interim crit for this brief it was highlight by the feedback that as a group we needed to go back a find the problem, analyses the brief in more depth as find out exactly what the client wants and is looking for from the output.
To do this the brief should be rewrote as a problem, as a issue that needs to be solved and how the current idea can be morphed to fit with the client's aims. Due to external issue for the other group member this is my personal view on the rewrote brief and the new aims.
Points from the Brief -
-how they want it to be at the roots
-want to make people loyal to the brand
-'Your creative could be applied across any channel. It might feature on a
piece of limited edition marketing collateral, such as a coaster, a
postcard, a gift with purchase or a neck tag' fits with a pattern
-'hared as part of our Facebook strategy to recruit new consumers into Greenall’s or engage with our existing fans'
-' We embody the classic British sense of humour: the perfect balance of
being down to earth with a touch of irony. We’re inviting and
open-minded — we want to welcome people into our fun and spirited world
of gin.' need to make more humorous
-not put off current markets
-'Greenall’s is the #2 standard gin in the UK and we’re enjoyed in over 200 countries. We’re a contemporary British classic' make it the number 1, give it a new thing that make it stand out
-'target millennials who are looking for authentic, British brands with
real heritage and stories to be part of their everyday life' give them something
-gin is firmly on their radar and at the heart of their drinking
occasions, although they don’t have any particular loyalty to any
specific brand. make them loyal, via creating a gin thats capture and sponsors a moment so they drink this/associate this with a selected event/time
- 'At Greenall’s, we are proud of our British roots', relate gin to make to this roots
PROBLEM -
Greenalls are the second most popular brand of gin in the UK, they currently have no unique selling point for the millennial audience and are looking for a way to capture a British moment and use this to promote their brand.
They are looking for a campaign that takes classic British moment then sponsored or associated this with the brand via the project outcome. This is so the audience purchase this brand for the selected occasion.
The brand have no way of connecting to the current millennial audience, this as it's not the cheapest but also not the most expensive gin, it's in the middle, so they are looking for a project that celebrate British roots and sell the brand via with a classic shared British moment, this is to become as a unique selling point make the gin appeal to the target audience to interest new customer into purchase.
scans-
-research target audience more, find the direct age group, find the wealth, disposable income
-research more craft beer or craft drink, why are the special
-research more expensive gins, why do they work
-research where it's sold/competitors
We aim to meet tomorrow as a group to discuss the feedback from the crit as well as the future steps of the brief.
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