PROPOSAL: RETRO PRODUCT

The purpose of this campaign will be to sell a strawberry flavoured fizzy drink to a primary
audience who grew up in the 90s and early 00s as well as a secondary audience aged 13-
18. The advert follows a retro aesthetic, which fits the trends and pop culture of the time in
which the secondary audience grew up. The purpose of this campaign is to apply to an
audience around the age of 13-30 and to sell the idea that this was the drink or sweet that
you were not allowed to have when you were younger which makes it more sought after.
This will be presented through the products graphics and genre that surrounded the 1990s
and 2000s. The cans graphics have to be close to the desired aesthetic, as all of the
advertisements (magazine, billboard and video) will feature the same iconography. The
flavour of the drink itself is very close to flavours of that era, as sweet, flavoured drinks were
popular in 90s and 00s. This links the brand even more to that era of time, so when it
comes to the recording of the visual advertisement, we will be utilising costume design
using denim etc. and makeup and hair products to match the aesthetic of the 90s and 00s
period. The advert will show you the purpose of the product and the slogan ‘rewind your
taste buds’ will be used to link to the theme of the brand, to say that when a customer
drinks Berry Blitz they will be transported back to their childhood. Our advert is going to be
filmed in an alleyway so that the attention can be focused on the actors and their costumes
and makeup which will create the theme for the ad. The purpose of the drink is to allow
adults to relive their childhoods.
FORM
The form of this campaign is going to be presented in both billboard and video
advertisement to present what we want the brand to look like and for customers to perceive
it as. The message Berry Blitz will get across is that after a drink it, you will be sent back to
your childhood and the flavour is a reminiscent of the target audience’s childhood. Between
the billboards and the visual advertisement, we will create a rustic feeling for the target
audience by utilising filters and editing techniques. The product will be advertised on both
online and traditional forms of advertising to apply to the adult audience. Above the line
methods such as billboard and posters will be used to target main and primary audiences
as they will not be specifically targeted and can be seen by anyone. Below the line methods
such as Facebook ads and Instagram ads will be used to target the demographic
specifically which will be people who were children in the 90s. Utilising traditional and online
methods of advertised is very applicable for this audience as they are in the tech era and
will be predominant users of technology and will also be applicable to traditional methods of
advertising such as billboards and posters.
The first advert for the poster will be displayed on many social media platforms and can be
displayed to specific audiences on apps like Facebook, Instagram and Twitter. The reason
why online advertising is being utilised is due to the huge surge in online social activity
among adults and teenagers, another great thing about this is the audience can be targeted
through data collection meaning they can target audiences individually leading to more
sales. Social media is overused nowadays by adults and teens meaning that they will be
exposed to the product regularly which could result in them buying the product more.
With the traditional methods such as billboards and posters they will be place above
motorways and high traffic areas to appeal to a more mainstream audience. Doing this it
will also appeal to a secondary audience that can buy the product because they like the
authentic look of it or the try it and enjoy the taste. Although our primary audience will be
adults aged 30 and slightly younger, there is definitely an emphasis on the secondary
audience as we believe that children and teenagers will become huge fans of our beverage
as it is linked to childhood taste buds. The billboards will also serve a good purpose as the
main audience will be able to drive and in the 90s billboard advertising was the big thing
(quite literally) and the traditional forms of advertisement themselves which will give a
sense of further authenticity to the brand and its 90s theme. The billboard will contain the
key aspects such as the slogan and the colour scheme which is a huge part of it as it
represents the brand and the era. Then emphasis on font and size can be portrayed well
here as the billboard will contain minimal information but will have huge brand fonts and
pictures of the can, this way the can and brand is recognisable when people who have seen
it.
With the video advertisement, this will be available on digital billboards utilising advanced
traditional methods of advertising. The video advertisement will also be available on social
media platforms such as YouTube, Facebook and Instagram. The video advertisement
would be free to watch and would mean that on social media it would apply more to the
primary audience as they could also view it unintentionally through below-the-line
advertisement.
CONTENT
The content for the advert will contain a video advertisement and a printed version of the
advertisement on a magazine and billboard, it will contain the berry blitz logo and fizzy drink
can within the advert which contain the font, colours and logos that the drink will be
consistent with. The aim of this is to increase purchases among the customer base. As the
video advertisement will be based around the eras of 1990 and 2000s, the actors will be
wearing clothes that match the aesthetic of those decades such as baggy denim jeans and
the makeup style be consistent with the era of when it takes place. The music used within
the video advertisement will be from those decades in which artists such as B*Witched and
Spice Girls were very popular in.
TARGET DEMOGRAPHIC
The target audience for our Berry Blitz drink is 30-year-olds and people born in the 90s and
early 2000s, as the main purpose of the Berry Blitz drink is to create nostalgia for 90s
children as it mimics tastes and themes that were predominant in their childhoods. The
secondary audience will be 13 – 18-year-olds as fizzy and sugary flavoured drinks are and
were popular among these age demographics which means that our consumer rate will be
higher than any previous drink brands.
As carter drinks have asked for 3 types of promotional materials to be created, we will be
creating a video ad, a billboard ad and a magazine advert. To reach our primary audience
we will be sharing the adverts on social media and using below-the-line advertising in order
to reach the age demographic of 13–18-year-olds. Utilising social media is an effective tool
when marketing a product as it can target specific groups of people and allow them to view
ads that are similar to what they view and their age and interests. The billboard advert can
be digitalised and made into a pop-up ad or header on the social media account. The bright
colours and fonts within our marketing should allow for it to be eye catching and gain the
attention of our secondary audiences. The video advertisement will be running on YouTube
before and during videos and will be a minute long. The length of the ad is perfect as
viewers tend to have short attention spans therefore in making the video advert one minute
long it will enable it to catch the audience's attention. We will also run the video ad on
television as people that age will be watching tv more than that of a teenager.
With billboard advertisements, we can place them above places with high populations such
as a motorway going into cities, city centres such as Trafalgar Square in London and
shopping centres such as the Trafford Centre in Manchester. The secondary audience are
more likely to view advertisements this way as they will have driving licenses, possibly
children and will be more inclined to go pleasure shopping.
The target audience for the magazine will be slightly different to that of the video ad.
Magazines are not popular among teenagers (13-18) so this will be more applicable to the
primary audience of 30-year-olds. The magazine ad is also for retro sake and to make it
seem more authentic than the billboards.
COMPANY NAME/LOGO
This is the combination of convergence and advertised these words have been combined
as they are what we specialise in, designing advertisement campaign across different
media platforms.

MOOD BOARD
This is our mood board for the campaign with the main concept of the campaign to be
giving the audience a bright taste of the 90’s.
SKETCHES
MAGAZINE ADVERTISMENTS
For the magazine ad the goal was to make it visually pleasing but
make it informative as this form of advertisement people will
spend a bit more time looking at it and analysing the ad as it will
be in an advertisement. At the top we put berry blitz in huge font
and capitalised to put as much emphasis on the name of the
drink as possible so when the audience see it in shop, they’ll
recognise it therefore being more likely to purchase it. The colour
of this font will be in a bright red consistent with the brands colour
pallet so the audience recognise the colours also not just the text.
Moving down the ad we can see the spiral going through the
canned drink. The spiral is an analogy of the company’s slogan ‘rewind your taste buds’
and links to the retro theme of the product. The can itself is very big on the ad as this is
what the customer will recognise it by. This use of product placement will be beneficial as it
means the audience will recognise the can when they see it. The colours on the can will be
very vibrant and bouncy to show put a lot of emphasis on the brands colourful and retro
feel. They will also be consistent with the brands colour pallet and will be in either a bright
yellow or red. Along the bottom of the ad we will have our social tags for Instagram,
Facebook and twitter with the #rewindyourtastebuds which shows the media integration for
our product which also links closely with our primary and secondary audience.
BILLBOARD ADVERTISMENT
The main goal in the billboard advert was to
put huge emphasis on the can and the
colours associated with it making it as
visually pleasing as possible. The reason
for this is because the advert is going to be
put on a billboard in a high traffic area
where people will not have the time to read
but will rather acknowledge the colours and
the can which is one of the largest things on
the ad. For the typography we can see the standard rewind your taste buds slogan above
the can. This will be in a huge font and be bright so it can be read quickly, the benefits of
the slogan being so short is that it means it won’t take people passing by too long to read it
therefore making it effective. The can is the biggest thing on the ad with the berry blitz logo
huge in the middle, this is for brevity as people will not be seeing the ad for a long time, it
will be a short glance and, in that glance, they must acquire as much information about the
brand as possible, hence the enlarged can. To the side of the can, we can see the spirals
which references and links to the brands retro theme and rewind your taste bud’s slogan.
These again will be large and very bright red following the brands colour pallet throughout.
Below this we can see the brands social media links. These don’t need to be as big as they
are quite eye-catching as they are and a simple way of telling the viewer to search us up on
social media, they are more a prompt than anything to search into the brand further if you
found the billboard pleasing to look at.
VIDEO ADVERTISMENT TREATEMENT
 Diegetic Sound
 Slogan “Rewind Your Taste Buds”
 Shots in alleyways
 Retro Elements i.e., Costume and Music
 Change of costume to fit with atmosphere of scene.
The promotional advert for Berry Blitz is going to be created in a way that takes our
audience back to their childhood or teenage years which we will do through costume and
song choices. The context for our advert is to target a primary audience who were born in
the late 80s and 90s who grew up in the 90s and 00s, from this we will portray the joys they
experienced as children and teenagers through having our actors dance in the video which
will be reminiscent of adverts during those decades which were cheesy and joyful. Our
advert will feature an actress walking down a street, sad and lonely. She will spot a can of
Berry Blitz on the pavement and pick it up and proceed to drink it and after one sip it is
sunny and to dancers appear behind her dancing to a popular song from the 90s. The
dancing and outfits within the video will link to the trends of those decades; double denim,
dungarees, bandanas and anything inspired by popular singers of that time such as the
Spice Girls.
COSTUME:
 Denim Jacket and Jeans
 Rainbow Bandana
 Denim Dungarees
 White or Black Trainers
 Baggy T-Shirt
 Scrunchies
 Claw Clips
 Flannel Shirts

Modern:
 Tights
 Dress
 Black boots

Image on Left: www.flickr.com/photos/missjille/14129372687/in/photostream

Image on Right: https://pymca.wordpress.com/2012/04/20/theme-of-the-week-5-
madchester-rave-on/amp/
LOCATIONS:
 Victoria pathway
Cast:
 30-year-old woman
 19-Year-old boy
 18-year-old girl

GENRE
To create the genre and image of the brand, we have placed emphasis on mise en scene
aspects of the video advertisement and have also focused a lot of attention on the colours
and themes used in the posters and adverts, this is meant to resemble themes of the 90s
era and how it links to the audience. The name berry blitz is supposed to link to how when
you drink it takes you back to your childhood fast and briefly which is what blitz means. With
the advert we made it 90s themed by adding music from the era and also dressing the
actors in a style that was popular in these two decades.
SOCIAL MEDIA
We will use social media to advertise our product through the use of the billboard as our
account headers on Twitter and Facebook in order to maximise our marketing spaces
online. On sites such as Instagram and Snapchat we will be creating a filter that users can
use to share images of themselves drinking ‘Berry Blitz’ or users just enjoying using the
filter which in sharing these images will maximise our sharing and advertisement. This will
also allow viral marketing to occur which means that we will not have to pay for a large
amount of advertising if our filter is gaining attention online. On the Snapchat stories page,
there is a discover section which features different stories from brands and companies. This
page also includes some Snapchat exclusive shows which will be extremely beneficial in
our marketing, as many teenagers watch these shows and stories on Snapchat therefore
meaning that creating a show that focuses on enigma code as the psychological thriller
genre is very popular within our target audiences.
RESOURCES AND PERSONNEL FOR THE PRODUCT
In order to create our product and the material used for it we need people specifically
allocated to the task such as creation and production of the material. To create the
billboard, we will require a graphic designer. They will need to know the dimensions of the
billboards and also the theme in which we are going for so they can create a billboard ad
consistent with what our brand stands for, we will also need an art director who will lead the
way the artwork is completed and make the artwork for the can and the billboard, film
editors and photographer to shoot the video. The billboard and magazine process require a
similar set of skills so they can collaborate and use each other’s expertise to create the best
product possible.
The TV part of the advert will require a film crew, lighting and sound technicians to allow for
the video ad to be as professional and represent the brand as closely as possible. These
job roles are vital to the production of the media, for the distribution we will need a
marketing professional, a media buyer to negotiate the airtime that the ad gets on TV.