Embedded Files
Proposal Outline
Purpose
The purpose of my advert is to advertise Carter Soft Drinks new fizzy drink. The drink is named Berry Blitz and has a target audience of 13-18 year olds. Carter Soft Drinks has requested the secondary audience be 30 -40 year olds. I will need to create a video ad, billboard and magazine ad to inform people about the drink. My adverts will need to follow a theme of my choice and stay consistent throughout the ads.
Forms
My cross-media campaign will be distributed using both traditonal and digital methods. The themes across all platforms will need to stay consistent to ensure the drink is easily recognisable and familiar to the audience. I will produce a video ad which will be posted on social medias. This will be a key tool when advertising as the target audience involves, predominantly, digital natives meaning this will be the most effective way of advertising. Billboard will appeal to the secondary audience and allow this audience to see and enjoy the ad.
Content
The adverts will be eye catching and interesting because I will use a range of lighting to allow the scenes to have a range of scenes. I want the focus point of the adverts to be travel to represent the drink taking you to new places. I will include popular landmarks to ensure engagement and keep people interested. This will also advertise the drink as it will create an association in peoples heads. I will price the drink at 90p. This is a standard price for a drinks can and will be cheap enough that the target audience can afford it. The text across all forms of advertising will be the same and the colours used will stay consistent.
Colour Palette
Slogan
My slogan is going to be "First Class Ticket to Flavour". This was created to show the audience the theme and allow them to create the association around travelling.
Target Audience
The brief has outlined an audience of 13-18 year olds. The secondary audience will be people aged 30-40.
Company Name and Logo
The logo and name of my advertising company is recognisable and different from others. Kiwis are both birds and fruits. This allows the name to have a double meaning and gives the audience an idea of what the brand may be selling.
Moodboard
Sketches
Billboard Print Advertisement Wireframe
Billboards are typically landscape so when drawing and designing my billboard I ensured to draw it this way. The idea for this billboard was to replicate a plane ticket. I wanted the billboard to remind people about holidays and the feeling they get during holidays. I ensured to add the name of the drink in bold at the bottom to ensure people know what the drink is called. When creating the final billboard I will need to add the price of the drink on as this is something I did not do in my wireframe. Overall, I think it follows the themes I have established and represent the drink well. The colours I plan to use will be reds and pinks. This colour scheme will be present throughout and also represents the colour on the can. The colours of the background of the billboard will be pastel to allow the text and image to be the focal point. The companies social media is listed at the top to allow people a better insight on the drink and to gain a fanbase on there to allow us to grow further.
Magazine Print Advertisement Wireframe
This is the wireframe for my magazine advert. I ensured this was portrait as this is how magazines are laid out. I wanted to keep the theme of travel so I made the advert look like a ticket. This is not something I have seen when researching other magazines which ensures it is eye catching and interests the audience. When creating the final magazine advert I will need to include the price and make the background seem a little less plain. I feel the advert in its current state is plain so adding something to the background will help allow the magazine to be more eye catching for the audience. The colours used will be yellows and reds. They will continue the theme from my billboard to allow people to make the link in their heads.
Video Advertisement Treatment
The video will have a total of 2 characters. Both are teenage girls. One girl is the main character and she will be the focus of the video. She will be the one to find and try Berry Blitz first. The second girl will be there to try the drink and to ask the first girl about it. Both girls will wear casual outfits to allow the audience to relate to them and trust them. My video will begin with a teenage girl sitting in the sun talking about how she needs a drink. The video will cut to her trying to find a drink in the shop. She will struggle to pick a drink as there is nothing catching her interest. She will notice Berry Blitz and begin to drink it. She will be blown away by the drink. It will start playing 'Paris' by Taylor Swift as the girl begins walking in front of French landmarks such as The Eiffel Tower and the Arc de Triomphe. It will then cut to her and a friend speaking about the drink and enjoying it. It will end with the girl saying excitedly what the name of the drink is. This storyline will appeal to teenagers as it has girls their age on the advert. This allows them to relate and connect with them. My secondary audience will also enjoy the advert as it shows landmarks they may have connections with and will remind them of happy memories.
Genre and Style
The genres I plan to focus my advert on is travel, fun, and humour
Social Media
I will use social media to my advantage by using apps such as TikTok, Instagram and X to promote the drink to the younger part of my demographic as this will appeal to them. I will also promote on social media apps such as facebook that has a primarily older audience leading to the older demographic to get familiar with the product. I will ensure my social media is easily identifiable on my billboard so as people go past they can follow them.
Competing Advertisements
Coca-Cola
Coca-Cola is a multinational drinks company that has been making drinks for people since 1886. They have a distict colour palette. They have used red and black as their brand colours since they were founded. They use this in their traditional forms of media and digital forms. People have associated this mix of colours for decades and this has become one of the most recognisable colour palettes globally. The company uses has been named 'Spencerian Script'. They wanted a font that was both easy to read and different from others. The font is used on their bottles and their adverts. The font has become incredibily recognisable for their audience and allow people to know the branding before the name comes up. In all of their adverts they include the classic bottle. This is because this is the most popular product of theirs so by showing this it means people get familar with the drink. It also allows people to know the bottle meaning it is easier to spot in the shops. The logo they have uses the font on the bottle and advert. This allows people to make the instant connection to the adverts and bring them more joy when watching the adverts. In their video adverts they often include the name of their website. People may not be able to directly click it but by having the name of the page allows people to search it themselves and find out about the product.
This is the 2023 christmas advert that Coca-Cola produced. It includes music in the background and has an easy to follow storyline. The story was released around christmas time so the ad centres around Santa and giving gifts. The advert keeps the consistencey of the text style and they continue to provide product placement throughout. This allows the audience to really understand the product being sold and the brand to assosicate with the advert. The advert is short in length, about a minute and a half, to ensure the audience do not lose interest and keep the attention of the audience. I will take inspiration from this by having Berry Blitz provided throughout the advert and shown clearly multiple times.
Pepsi
Pepsi is a drinks company that focuses on providing high quality drinks to their consumers. The colours used in their adverts are predomintantly blues. This is to reflect the company colours. They use a specific text style throughout their bottles and adverts. This is, again, to remind the audience of the company that is producing the product being advertised. They use Pepsi cans and bottles throughout the advert to continue to remind people of the content being advertised. They allow the audience to feel involved and interested in the story. Throughout their advertising campaigns they use their slogan to allow people to remember the company and give them a lasting memory of the company. This is to keep the brand in mind during other parts of their life.
This is a 30 second video advert made by Pepsi to advertise their drink. They keep their logo in the centre of the screen throughout the whole advert. This was to allow the audience to remember the company and get familiar with the logo. The background of the scenes are full with lots of movement. This is to ensure the advert is visually appealing for the audience. The advert is short in length to ensure the audience stays involved and interested in the content.
Pre-Production Documents
The Conventions of a Billboard Advert
The conventions:
The advert has the logo for the company
Social media pages are mentioned somewhere
Celebrity endorsement (the billboard will have a celebrity on to connect them with the brand)
The typography will be the same on the billboard as on the bottle and other adverts
The colours on the advert will reflect the company
The name of the company
The Conventions of a Magazine Advert
The conventions:
Company name - The name of the company the advert is trying to promote will be on there so people know where to find the product if they are interested
Company logo - To allow people to easily recognise the company
Large image - An image of a product/service the company sells/provides will be the focal point of the advert
Minimal text - There will not be too much information for the audience to read to keep their attention
Social media/website - The company social medias or the name of their wesbite will be on there to allow people to find out more about the company
Celebrity endorsement - A well-known celebrity will be on the advert to attract the attention of fans
The Conventions for a Video Advert
The conventions:
Music - Popular music at the time of creation will be used in the background of the advert
Slogan - They will say the slogan at the end to remind people of the company and assosciate the company with it
Product placement - A product from the brand will be at the focus of the advert
Typical situations - The company will use relatable situations to get people invested in the story
Emotions - Video adverts will often try and evoke an emotion out of the audience to get people talking about it
Celebrity endorsement - Videos will often feature celebrities or characters that are popular to engage the audience in their advert
Can Design
Storyboard
Script
Shot List
Location Recce
Location Release Form
Model Release Form
Risk Assessment
Shooting Schedule
Gantt Chart
Asset Log
Ethical and Legal Constraints
The ASA (Advertising Standards Authority) are a regulation compnay in charage of overseeing all advertisments made and shown in the UK. They ensure all adverts abide by the correct rules and ensure they are all appropriate for a wide audience. They allow for audience complaints as advertising involves a wide variety of things. I will need to ensure my adverts abide by the rules and regulations outlined by the ASA to ensure they do not get taken down.
One very important rule is there is not allowed to be any offensive behaviour within the ad. This means no swearing or words that people may take offense too. This is something I paid close attention to when doing my video ad. I ensured everyone was instructed on the rules and ensured no one said anything out of line. If this rule is not adhered to it may lead to people feeling hurt or upset by the content I have produced. Although this is not necessarily a legal consideration, the reaction of my audience if I fail to keep within this ethical consideration may be people becoming distrusting and unhappy with the company which would lead to the companies reputation being damaged and the adverts not being watched.
A legal consideration I must adhere to when creating my advertisements across all platforms is misleading information. Creating a false narrative within advertisments have been done by many companies in recent years. One of these companies include Sensa. Sensa advertised a weight-loss powdered additive that enhances flavour and leaves the user feeling fuller thus leading them to lose weight. This was found to be untrue and false advertising and left Sensa with a $26.5 million settlement fee. This is something I want to avoid when making my advertisments. I will do this by ensuring all information spread about the product is true and can not be mistaken for false information. I will double check all information within the adverts with Carter Soft Drinks to ensure they approve of all the information within the adverts and ensure all information is factual and true.
Although it is important to consider the legal and ethical issues of the content I am producing; it is also important that I consider the conditions that the adverts are being produced under are legal and ethically practised. This will include paying everyone involved a fair wage and ensuring the working conditions are positive. This is important to me as this is something that I believe business should do but if I was condoning business practices that were unethical and illegal it would reflect badly on the business. It may lead to people questioning the brand and the adverts which will lead to a damaged reputation and a possible law suit surrounding the illegal working conditions.
Bibliography:
Coke
Pepsi
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