Coursework: Summer Project 2024

 Innocent Drinks:

1. Unique Selling Point (USP)

The unique selling point of Innocent Drinks is their commitment to natural, healthy ingredients with no added sugars or artificial preservatives, packaged in eco-friendly materials. The emphasis is on the purity and wholesomeness of their products, which are made from 100% fruit and vegetables.

2. Target Audience

The advertisement for Innocent Drinks is aimed at health-conscious individuals who value natural and sustainable products. This audience includes a broad range of demographics but can be narrowed down as follows:

• Demographics:

  • Age: 18-45
  • Gender: All genders
  • Income Level: Middle class
  • Location: Urban and suburban areas
  • Education: High school and college-educated

• Psychographics:

  • Values: Health, wellness, environmental sustainability
  • Lifestyle: Active, health-conscious, socially responsible
  • Interests: Fitness, healthy eating, sustainable living, outdoor activities
  • Behaviour: Likely to purchase organic and natural products, interested in brands with ethical and eco-friendly practices

This audience is targeted because they are more inclined to invest in health and wellness products. They are also more likely to be influenced by a brand's commitment to sustainability and ethical practices.

3. Technical Construction of the Advert

One notable aspect of the advert is its vibrant, playful, and engaging visuals.

• Camerawork: The advertisement uses close-up shots of fresh fruits and vegetables, emphasising their natural colours and textures. There are also dynamic shots of the product being poured into a glass, highlighting its freshness and appeal.

• Editing: The editing is quick and energetic, matching the lively tone of the advert. Transitions are smooth, creating a seamless flow that keeps viewers engaged.

• Sound: The soundtrack is upbeat and cheerful, reinforcing the positive, healthy image of the brand. The voice over is friendly and enthusiastic, effectively communicating the key benefits of the product.

• Mise-en-scene: The settings are bright and natural, often showcasing outdoor scenes or sunny, well-lit kitchens. This emphasises the brand's association with nature and health.

4. Representations in the Advert

• People: The advert features a diverse group of individuals, including various ages, genders, and ethnicity. This reflects the inclusivity and broad appeal of the product.

• Groups: The primary representation is of active, health-conscious individuals and families. They are portrayed as happy, energetic, and enjoying a healthy lifestyle, aligning with the brand's messaging of natural goodness and vitality.

• Brand: Innocent Drinks is represented as a fun, trustworthy, and environmentally responsible brand. The advert highlights their use of natural ingredients and eco-friendly packaging, reinforcing their commitment to sustainability and health.

In summary, the advert for Innocent Drinks effectively communicates its unique selling point through vibrant visuals, engaging sound, and inclusive representation. The focus on health and environmental sustainability resonates with the target audience, making it a compelling advertisement for health-conscious consumers.

Lucozade:

1. Unique Selling Point (USP)

The unique selling point of Lucozade is its ability to provide a quick and effective energy boost, thanks to its formulation that includes glucose and electrolytes. This makes it ideal for athletes and active individuals who need to maintain energy and hydration levels during intense physical activities.

2. Target Audience

The target audience for Lucozade primarily consists of active, health-conscious individuals who lead physically demanding lifestyles. This includes athletes, fitness enthusiasts, and people who need a quick energy boost during their busy days.

• Demographics:

  • Age: 16-35
  • Gender: Predominantly male, but also female
  • Income Level: Middle to upper-middle class
  • Location: Urban and suburban areas
  • Education: High school to college-educated

• Psychographics:

  • Values: Health, performance, endurance, efficiency
  • Lifestyle: Active, fitness-oriented, busy, on-the-go
  • Interests: Sports, fitness, outdoor activities, maintaining energy and stamina
  • Behaviour: Likely to participate in sports and regular exercise, interested in products that enhance performance and recovery

This audience is targeted because they are more likely to seek out products that can help them perform better and recover faster during and after physical activities.

3. Technical Construction of the Advert

One notable aspect of the advert is its dynamic and energetic presentation.

• Camerawork: The advertisement uses fast-paced, action-oriented shots, such as athletes running, cycling, and engaging in high-intensity workouts. This creates a sense of movement and urgency, aligning with the product's promise of quick energy and hydration.

• Editing: The editing is rapid and rhythmic, with quick cuts between different scenes of intense physical activity. This pace matches the high-energy theme of the advert and keeps the viewer engaged.

• Sound: The soundtrack is upbeat and intense, often featuring motivational music or sound effects that mimic the pulse of an intense workout. The voice over is strong and assertive, reinforcing the product's benefits and energising the viewer.

• Mise-en-scene: The settings are typically sports environments like gyms, running tracks, or outdoor trails. The colorus are bright and vibrant, emphasising the product's refreshing and revitalising qualities.

4. Representations in the Advert

• People: The advert features a diverse group of athletes and active individuals, including different genders and ethnicities. This diversity reflects the inclusivity and broad appeal of the product to anyone who is active and needs an energy boost.

• Groups: The primary representation is of high-performing athletes and fitness enthusiasts. They are portrayed as dedicated, energetic, and constantly pushing their limits, aligning with the brand's messaging of enhancing performance and endurance.

• Brand: Lucozade is represented as a reliable, effective, and essential product for anyone engaged in physical activity. The brand is associated with energy, performance, and recovery, reinforcing its position as a leading energy drink for athletes and active individuals.

In summary, the Lucozade advert effectively communicates its unique selling point through dynamic visuals, high-energy sound, and inclusive representation. The focus on performance, energy, and hydration resonates with the target audience, making it a compelling advertisement for fitness enthusiasts and athletes.

Other health drink adverts:

1. Unique Selling Point (USP)

The unique selling point of Vitamin Water is its dual function of providing hydration along with essential vitamins and minerals. It offers consumers a flavourful alternative to plain water while delivering health benefits through its fortification with vitamins and electrolytes. Each variant is tailored to meet specific nutritional needs, such as energy boosting, immune support, or providing antioxidants.

2. Target Audience

The target audience for Vitamin Water includes health-conscious, active individuals who seek convenient and nutritious beverage options.

Demographics:

• Age: 18-45
• Gender: All genders
• Income Level: Middle to upper-middle class
• Location: Urban and suburban areas
• Education: High school diploma to college-educated

Psychographics:

• Values: Health, wellness, convenience, taste
• Lifestyle: Busy, active, health-conscious, on-the-go
• Interests: Fitness, wellness, healthy eating, convenience products
• Behaviour: Likely to purchase health and wellness products, interested in functional foods and beverages, prefers products that provide added value beyond basic hydration

This audience is targeted because they are more likely to seek products that support their health and wellness goals while fitting into their busy lifestyles.

3. Technical Construction of the Advert

A Vitamin Water advert typically employs vibrant, engaging, and dynamic visual and auditory elements to attract and retain the viewer's attention.

Camerawork:

• The advert often uses bright, coloruful close-up shots of the product and its ingredients, emphasising the freshness and appeal of the drink.
• Dynamic, fast-paced shots of people engaging in various activities, such as exercising, working, or socialising, showcase the versatility of the product.

Editing:

• The editing is quick and energetic, with smooth transitions that maintain a lively and upbeat tempo.
• The visual flow is designed to mirror the active lifestyles of the target audience, creating a sense of excitement and vitality.

Sound:

• Upbeat, catchy music that complements the high-energy visuals.
• A clear, enthusiastic voice over or text overlays that highlight the product's benefits and features, reinforcing the message of health and vitality.

Mise-en-scene:

• Bright, sunny outdoor scenes or modern, clean indoor settings that evoke a sense of health and well-being.
• Attractive, fit individuals consuming the product in a variety of settings, reinforcing the brand's association with an active, health-conscious lifestyle.

4. Representations in the Advert

People:

• The advert features a diverse group of individuals, including different genders, ethnicities, and ages, reflecting inclusivity and broad appeal.
• People are depicted as active, healthy, and engaged in various physical activities, portraying the product as a staple for an active lifestyle.

Groups:

• The primary representation is of health-conscious, active individuals and groups, such as gym-goers, athletes, and busy professionals.
• The portrayal of social settings, such as friends enjoying Vitamin Water together, emphasises the product's role in everyday social and active life.

Brand:

• Vitamin Water is represented as a modern, health-focused brand that provides convenient, nutritious hydration.
• The brand emphasises its commitment to quality ingredients and functional benefits, aligning itself with the values of health, wellness, and sustainability.

In summary, the advert for Vitamin Water effectively communicates its unique selling point through vibrant visuals, dynamic editing, and inclusive representation. The focus on health, convenience, and taste resonates with the target audience, making it a compelling choice for health-conscious, active consumers.

TV advert planning:

1. Im going to use green tea because Green tea is a type of tea that is made from Camellia sinensis leaves and buds that have not undergone the same withering and oxidation process which is used to make oolong teas and black teas. Green tea originated in China, and since then its production and manufacture has spread to other countries in East Asia.

2. Living with green achieves a dream.

3.ME

4. I will drink green tea and say ahhhhh

5. Ill do a transition of my product 

6. park and house

7. me and whoever wants to come.

8. soothing music, a voice over may be included

9. my advert will appeal to those who find comfort in becoming health and aspire. a drink to achieve what they desire.

10. I will appear on BBC because its personally my favourite programme while growing up and has many views with age ranges.

Statement of Intent:

Statement of Intent for Green Tea Product

Our mission is to provide the highest quality green tea, harnessing its rich history and profound health benefits, while fostering sustainability and supporting local communities. This statement outlines our commitment to creating a product that not only delights our customers but also contributes positively to the environment and society.

Vision and Purpose

Our vision is to establish a brand synonymous with purity, wellness, and environmental stewardship. Green tea, with its origins deeply rooted in ancient cultures, is revered for its numerous health benefits, including antioxidants that promote heart health, weight loss, and mental clarity. By offering premium green tea, we aim to enhance the well-being of our customers and inspire a holistic approach to health.

Quality and Authenticity

We are dedicated to sourcing the finest green tea leaves from organic, sustainable farms. Our meticulous selection process ensures that only the highest quality leaves, free from pesticides and artificial additives, make it into our products. We prioritize authenticity, preserving the traditional methods of green tea cultivation and processing to maintain its rich flavor and beneficial properties.

Sustainability and Ethical Practices

Sustainability is at the core of our operations. We are committed to environmentally friendly practices, from sustainable farming techniques to eco-friendly packaging. Our partnerships with local farmers not only ensure the purity of our green tea but also support their livelihoods and promote fair trade. We aim to minimize our carbon footprint and contribute to a healthier planet.

Community and Wellness

We believe in the power of community and the importance of giving back. A portion of our profits is reinvested into local community projects, focusing on education, health, and environmental conservation. We also strive to educate our customers about the benefits of green tea and healthy living through workshops, social media, and our website.

Conclusion

Our green tea product is more than a beverage; it is a commitment to quality, sustainability, and community well-being. We invite our customers to join us on this journey towards a healthier, more sustainable future, one cup of green tea at a time.