The following is some second research into some brands of fizzy drinks and research into similar markets to my product.
Product 1 - Coca Cola (Time magazine 1950):
The target audience for the above advert would have been of a wide range. There is nothing specific in the poster to appeal to any age group so I would say from teenagers up to mid 40 year olds. The social backgrounds also range wide as the product is cheap enough for most people to afford. The poster has used a form of ‘bandwagon’ advertising where they use an element of propaganda by stating “drink Coca Cola” and “it’s the real thing”. This makes people think it is the right product to drink and that everyone else must do so too. Even though I have mentioned that the age range for this poster is wide, I would say that the younger consumer is targeted more with the bold colours screaming to get their attention.
One thing I noticed about the colours was the psychology behind them. For instance, most of the text is in white which people usually associate with purity and therefore the truth when the brand says “it’s the real thing”. The main colour to the poster is red which is used when you want to draw attention as it is often where the eye looks first. The last main colour being yellow which is the colour of the sun, associated with laughter, happiness and good times. The Coca Cola logo it’s self is interesting as it is an unusual font and therefore draws you’re attention to the advertisement.
Product 2 - Dr. Pepper (Newspaper November/December 1958):
The target audience for this poster is mainly children up to young adults. The specific reasoning for this being that the Christmas design appeals more to a younger audience who celebrate that time of year more so than an older consumer. Also the poster shows a young girl which allows that age group to feel associated with the design. Social backgrounds for this aren’t as such limited, but only for those who celebrate the Christmas holiday. The producers of this poster have tried to sum good feelings and experiences with the expressions on both the girl and snowman’s face which suggest by buying their product you can be just as happy. The advertising techniques for this poster are a mix of emotional selling points and bandwagon.
It has the emotional selling point approach by letting people make personal connections to Christmas memories. For the bandwagon approach, the poster states “drink Dr. Pepper” which like the above Coca Cola poster makes you feel like this is the product to drink. The logo for Dr. Pepper is very similar to Coca Cola’s in that it is an unusual font and sticks out. Another point could be that both Coca Cola and Dr. Pepper are similar products so the logo may suggest ‘we’re just as good/similar product’. The psychology behind the colours used has an unsurprising effect. Red catches your attention and the white suggests purity and safety. The yellow of the gloves and clothing gives the happiness effect. The hat of the snowman and hair of the girl are black which suggests authority, power and intelligence (smart thinking for buying this product). Blue is an interesting colour as it causes the body to produce chemicals that are calming. Again, the lighter green has the same calming effect.
Product 3 – Fanta (web):
The target audience for the above Fanta campaign would be teenagers to young adults. The main reason behind this is the colours which appeal to younger eyes and grab attention while also have a younger audiences design. Social backgrounds for the product are open to all as nothing excludes anyone. The producers of this advert have obviously tried to get people on board with a fun approach to the design with lively and surreal settings. The advertising techniques for this poster are mainly unique selling points. This unusual design for the poster hasn’t been done before or on the current market of advertising which makes it unique.
The Fanta logo follows the campaigns style of being fun and almost drawing on 60s groovy fonts. The logo is always within an orange to give the consumer the brands flavour. The psychology behind the colours used has an interesting effect. The main colour used is of course orange. Orange is the most flamboyant colour which is associated with fun times, happy and energetic days, warmth and organic products. There is quite a bit of white used which is associated with purity, cleanliness and the safety of bright light. The logo itself is navy blue which represents steadfastness, dependability, wisdom and loyalty. The lips of the mouth are purple that is associated with wealth, prosperity and rich sophistication.
Product 4 – Lilt (TV):
The target audience for the above lilt video would be teenagers to middle aged adults. The colours are bright which appeal to younger eyes but also to older watchers who are familiar with relaxing destinations like the one shown. Social backgrounds for the product are open to all which also features a Jamaican voice to back this up. The producers of this advert have obviously tried to get people on board with an amusing approach to the fun and surreal idea. The advertising techniques for this poster are mainly wit and humour. Animals in adverts usually please the viewer very well as there is an element of humour especially in this case.
The lilt logo follows the campaigns style of being fun as well as looking exotic just like the adverts location. The psychology behind the colours used has an interesting effect. The main colour is the red of the parrot. Red is used when you want to draw attention as it is often where the eye looks first. Blue is also present which makes the consumer calm down which is also the effect of being at an exotic location. The logo itself is green like growth, nature, and money. It’s also a calming colour that's very pleasing to the senses. The pineapples are yellow which is the colour of the sun, associated with laughter, happiness and good times.
Research 5 – (Book/report):
After doing some research, I found out some helpful information for when I come to create an advert idea. Soft drinks have helped the economic downturn in some ways by being a cheap treat for consumers. Although this means a product must be sold in mass volumes in order to make a profit. 38% of drinkers buy from outdoor placed vending machines with 87% who buy drinks for use at home. In the UK an estimated 40 million people drink soft drinks of which are aged 15+. Products with low sugar and no sugar have shown considerably higher demand with 45% of drinkers more likely to consider switching to a low calorie option than last year. 16-24 year olds are proven to like a variety of flavours where there are opportunities to explore that field as other brands are not so brave with fear of losing money. Higher brands have higher prices as consumers feel they can trust the company.
