Summer Holidays Assignment 1: TV Advert Production

The purpose of this assignment is to create a TV promo for a new fizzy energy drink.


Research


Before I even think of getting started on planning my advert I need to bring together as many research ideas as I can think of, these include examples of already existing commercials which advertise a similar product to mine, billboard and print advertisements, logos and well known brands etc. Basically anything that I can use that will give me all the ideas I need for an advertisement of my own. Here we go.

Perhaps the most well known brand of carbonated soft drinks around the entire world is Coca Cola. Launched in 1886 the drink has launched over 100 different varieties worldwide since it's introduction. The reason why Coca Cola is so popular is most possibly down to it's unique taste, it contains alot of sugar but has an even amount of sweetness which is enough to appeal to both young and old, the Coca Cola company tries to reach out to as many different demographics as possible, they have done this by creating spin off products for different ages and sexes. Diet Coke was launched in 1982, it has less sugar than it's parent product making it ideal for slimmers; consumer research discovered that the drink was most popular with females than males and over the years it was seen as a women only drink, in reaction to this the Coca Cola company introduced Coke Zero in 2005, the product is roughly the same as Diet Coke but as the advertisement below demonstrates, it's target consumer is young males 19-35.

These advertisements below demonstrate the timeline of Coca-Cola promotion and also give an indication of who their target audiences are and how they have changes over vast periods of time.

The earliest known Coca Cola advertisement
poster from c.1890 judging by the woman's
clothing the drink had class appeal.

Ad from 1905 depicting a working man and
a poor post boy demonstrating that Coca Cola
has appeal to all social classes.

Wartime poster from the early 1940s prompting US
soldiers to drink Coca Cola.

Ad from the 1970s, for once focuses
on the drink itself rather than target
audience. By then it was known that
Coke had a vast range of consumers
regardless of age, sex or occupation.

In the mid 1980s Coca Cola launched
'New Coke' in a bid to modernize the product
for younger consumers, it was promoted by
80s TV character Max Headroom.

A way in which a brand can be instantly recognised is via it's logo or in some cases a mascot should the company have one, a company logo becomes instantly recognisable over time and can instantly be associated with the owning company when used as sponsors in sport events, for example Coca Cola has been the sponsor of Olympic games since 1928. You only need to glance very briefly at the logo to instantly recognise it, you don't need to read any of the text in order to identify the brand. Sponsorship is a very powerful way of promoting your product because unlike a bill board advertisement you are addressing a broad audience and not just a few people at a time.

My product


My very own soft drink is called 'Astro Juice' the word 'Astro' revering to outer space, so basically the idea of my drink is that it's something from out of this words promising a unique taste experience that is not normally found in leading brand fizzy soft drinks. 'Astro Juice' is a sparkling drink made from blueberries, blackcurrants and red grape a combination of which is seldomly used in mainstream marketing so that's what makes my product unique. Fizzy drinks have a high appeal to younger demographics aged between 9 - 16 but are also enjoyed by those slightly above that age range and in some cases slightly below depending on how much sugar one's parent allows them to intake in one sitting.