The brief from Foster's is as follows:
Create a new brand under the ownership of Foster's which will penetrate the market of female drinkers, aged 18-34, who are influenced by fashion trends, reality television and lead fun social lives. The current brand identity will remain separate so as not to alienate the current males who are loyal to the brand...
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The first idea is to place a Foster's Fruit Lager stand at
exhibitions that are aimed at young females. The Clothes Show Exhibition at the
NEC in Birmingham would be ideal as it draws an audience who fit the target
market of the brand, as well as being described as 'fun' and 'relaxed', and
with a 'party' atmosphere (Stevenson, 2012). Furthermore, there is a
'celebrity' culture to the exhibition (ibid.), which would suit the target
market of the re-positioned brand.
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The second idea is a sponsorship deal. A Thinkbox study outlines that women aged between 16-34 'generally favour more socially led-content, such as soaps, drama, reality and entertainment and as such are high consumers of channels such as Channel 4, E4, ITV 2, Living and MTV.' (2013). Obviously if we exclude the 16 and 17 year-olds, an ideal platform to promote the brand would be through the sponsorship of a programme such as Come Dine with Me, Keeping Up with the Kardashians, Embarrassing Bodies or My Big Fat Gypsy Wedding.
The sponsorship will expose the campaign and the
brand, and use the technique of repetition in order to increase brand
awareness. During a 30-minute programme the clips will have been seen four
times by the viewers. Furthermore, the viewers will develop an association between the brand and their favourite programme.
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The third and final idea is this:
The stand will offer free samples to passers-by, in order for them to taste the variety of refreshing flavours, and become accustomed to the brand.
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The second idea is a sponsorship deal. A Thinkbox study outlines that women aged between 16-34 'generally favour more socially led-content, such as soaps, drama, reality and entertainment and as such are high consumers of channels such as Channel 4, E4, ITV 2, Living and MTV.' (2013). Obviously if we exclude the 16 and 17 year-olds, an ideal platform to promote the brand would be through the sponsorship of a programme such as Come Dine with Me, Keeping Up with the Kardashians, Embarrassing Bodies or My Big Fat Gypsy Wedding.
The 3-5 second clip before and after each show, as well as in
between ad-breaks will be related to the television campaign outlined in the
previous blog post.
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The third and final idea is this:
References:
Stevenson, Kaisha (2012) Clothes
Show Live: Review, Urban Coco Magazine [Online] Available
from http://www.urban-coco.com/clothes-show-live-review [Accessed
21/04/13]
Thinkbox (2013) Audience
Profiles [Online] Available
from http://www.thinkbox.tv/server/show/nav.914#Women1 [Accessed 21/04/13]
