for this brief we were asked to make our own soft drink and a cross media advertising campaign for it using both print and social media, this means i will be putting it in things like newspapers like the metro as even though most people don't use newspapers many people still use public transport and social media is worldwide so that is probably the best place to advertise as it is growing rapidly in popularity so much so that i created an Instagram profile for the brand which will more than likely be used to create brand deals and have celebrity endorsers on the account. these are the sketches for the adverts which will more than likely be used for the Instagram account.
research into genre and conventions
when studying print and online adverts there are many things that need to appear in them, such as pictures of the product, a logo, a slogan, and setting/ colour scheme, all of which are included in my adverts, which will be posted on Instagram. adverts normally tend to do wild and outlandish things to advertise their products as a unique selling point, which we aren't doing as i want the brand to be seen as what it is as a good soft drink.
Codes and conventions:
In terms of codes and conventions, I have included a slogan, logo, soft sell, and an icon. I used these advertising techniques to create persuasive and encouraging adverts.
The slogan I created is "Innocence, Purity, Safa" - my campaign promotes health and happiness in its consumers. I chose to use this phrase as it uses the rule of 3, and this sticks in people's minds. It also reflects how my drink is a healthy alternative and connotes more pure properties than a regular fizzy drink.
As for the icon, I created a memorable design: A halo on the can label to connote purity. The logo also has wings in the background and is a main feature of the bottle design. I decided I would like to have imagery in the background that plays well with this, so I chose a dreamy sky.
In terms of how the campaign uses the soft sell technique, the advert promotes the drink as a product that is associated with a lifestyle, rather than it using any hard sell techniques. The campaign promotes a happy life; it does not give information about the product's price or why consumers should buy it. The campaign is consistent with soft sell - throughout the print, web and video ad, nothing tells the audience why they should buy the product.
Proposed launch dates
The ads will reach a wider audience with a January launch, as people look to make healthier lifestyle choices then. I will run my campaign with lots of coverage in the early months of the year and then 'pulse' back in for the summer months when people tend to be healthier as they think about their holidays. As the campaign progresses, new flavors and products could be promoted around its USP.
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