Summer project tasks

 

1) Research: health drink TV adverts

1) What is the unique selling point of the product? 

The unique selling point (USP) of Innocent Drinks is their commitment to 100% natural ingredients with no added sugar, preservatives, or artificial flavours. They emphasize the purity and simplicity of their products, which are made entirely from fresh fruits and vegetables. This focus on natural, wholesome ingredients, combined with a playful and ethical brand image, sets Innocent Drinks apart in the crowded beverage market, appealing to health-conscious consumers who value transparency and sustainability.

2) What audience do you think this is aimed at? Add as much detail as possible (e.g. demographics, psychographics) and explain why.

Innocent Drinks is aimed at health-conscious consumers, typically aged 18-45, who value natural, ethically produced products. This audience includes both men and women, often college-educated and living in urban or suburban areas. They prioritize their health, prefer sustainable and environmentally friendly brands, and lead active lifestyles. Innocent's commitment to 100% natural ingredients, ethical sourcing, and playful brand image resonates with these consumers, making it an appealing choice for those who seek both quality and alignment with their values.

3) What do you notice about the technical construction of the advert? Pick out one thing you like about the advert from camerawork, editing, sound or mise-en-scene. You may want to focus on TV advert conventions such as voiceover for example. 

One notable aspect of the technical construction of an Innocent Drinks advert is the use of mise-en-scène to create a fresh and natural atmosphere. The setting often features bright, vibrant environments filled with natural elements like fruits, vegetables, and greenery, which reinforces the brand’s commitment to pure and wholesome ingredients. 

One thing I particularly like is the camerawork—specifically, the close-up shots of the fresh ingredients being prepared or blended. These shots are often accompanied by bright, natural lighting that makes the colours of the fruits and vegetables pop, visually emphasizing the freshness and purity of the product. This technique effectively draws the viewer’s attention to the quality of the ingredients, aligning with the brand’s focus on natural goodness.

4) What representations can you find in the advert? This may be representations of people or groups or perhaps the brand itself.

In Innocent Drinks adverts, several key representations stand out. The adverts emphasize the natural quality of the product by showcasing fresh fruits and vegetables, aligning with a healthy lifestyle through depictions of active individuals. They also highlight the brand’s commitment to sustainability and ethical practices. Additionally, Innocent is portrayed as friendly and playful, using cheerful visuals and engaging voiceovers to create a relatable and approachable brand image. These representations collectively reinforce the brand’s values and appeal to health-conscious and environmentally aware consumers.

2) TV advert planning 

1) What brand of health drink are you going to use? You can use an existing drink.

innocent Vitamin Water

2) New slogan for the health drink (MUST be original - cannot be existing slogan): 

"Empower Your Day."

3) Main character(s) that will appear in your adverts: 

my sister

4) Narrative: What will happen in your first advert? 

it gonna be in the park and someone is racing and drinking the vitamin water 

5) Narrative: What will happen in your second advert? 

it gonna be at home and someone is doing exercise and drinking innocent  drink 

6) Where will you film your adverts? You need a different location for each advert.

park and during exercise time at home 

7) Who will be in your adverts? 

my friend 

8) What music will you use for your adverts? What voiceover will you use and who will you use to record the voiceover? Note: for music you can use existing music tracks.

For the adverts, I would choose an upbeat, energetic track that complements the active and health-conscious lifestyle being promoted. An existing track like "Good as Hell" by Lizzo or "Can't Stop the Feeling!" by Justin Timberlake could work well due to their positive, vibrant energy.

For the voiceover, I would select a warm, engaging, and relatable tone to match the friendly brand image. A professional voice actor with a youthful and upbeat voice would be ideal. Someone like Emma Clarke, known for her clear and engaging voice work, could effectively convey the brand’s message and resonate with the target audience.

9) How will your adverts appeal to your 15-30 year old target audience? 

The adverts will appeal to the 15-30 year old target audience by featuring dynamic visuals of young people engaged in trendy activities, such as fitness routines, social gatherings, and outdoor adventures. The upbeat music and lively cinematography will match their energetic lifestyle, while the product’s natural ingredients and ethical values align with their health and environmental concerns. The friendly and playful tone of the voiceover will also connect with this demographic, making the brand feel accessible and relatable.

10) What TV channel and programme would your advert appear during and why? Remember the brief states a mainstream TV channel or streaming service. 

The adverts would be well-suited for mainstream TV channels like ITV or Channel 4, and programmes such as “Love Island” or “The Great British Bake Off.” These channels and shows attract a broad, youthful audience and are known for their high viewership among the 15-30 age group. By placing the adverts during these popular programmes, the brand can effectively reach its target demographic and maximize visibility.

3) Statement of Intent

For my Summer Project, I plan to create a series of adverts that emphasize the benefits of choosing healthier beverage options, targeting teenagers and young adults. The goal of these adverts is to challenge the perception that popular soft drinks, like Pepsi, are more satisfying or energizing than healthier alternatives, such as Innocent smoothies.

The first advert is set in a gym. A young woman, eager to start her workout, finds herself choosing between a Pepsi and an Innocent drink. Initially, she picks the Pepsi, expecting it to give her a boost. However, after drinking it, she feels no noticeable difference in her energy levels. Frustrated, she decides to try the Innocent drink instead. Almost immediately, she feels a surge of natural energy, motivating her to train harder and perform better. The advert will highlight the contrast between the two drinks, showcasing the lasting, positive impact of choosing a healthier option.

The second advert takes place in Central London. The scene follows a young woman who is exhausted from walking around the city. As she reaches into her bag, she is pleasantly surprised to find an Innocent drink inside. After taking a sip, her mood instantly lifts, and she begins to dance energetically in the middle of the bustling streets. The advert will use this transformation to convey the idea that choosing a healthier drink can not only rejuvenate your body but also enhance your overall mood and outlook.

Through these adverts, I intend to convey a positive, relatable message that encourages young people to consider healthier beverage choices, illustrating how these choices can lead to improved energy levels and a more vibrant lifestyle.