We were next directed to define our concept, stating what exactly was good about our product. Breaking it down to 5 points. I wanted to relate mine to all aspects of the success of Guinness, it was the statistics and facts that prove it is an already successful product. The first problem that I foresaw was that because it is a well established brand and product, trying to re design or re brand for the company to show it in a different light or increase market success would be counter productive.
The next sheet contextualises my initial findings and intentions. Considerations of re styling the bottle labels, producing mail shots, and packaging. On one side of the sheet I put together a collection of what Guinness had already done, the variety of advertisements and the different tones of voice used. I particularly liked the Guinness extra cold. The company has concentrated on the unique selling point and made it it's main focus within the promotion. This is something that I feel I need to appreciate and work into the way I hope to progress, by completed disregarding what Guinness have already done would prove to be a definite disadvantage.
I intend to create a link between Guinness, the health benefits, and potentially drinking responsibly/drinkaware.co.uk campaign.
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