OUGD503 | YCN | THE BRIEF

After looking thoroughly at the YCN briefs, I felt that the brief most appropriate to my skills (and the one I would enjoy the most) was Feel Good Drinks. They want to appeal more to 18 - 35 year old women, and are very flexible in the way its done - e.g. a rebrand, promotions, social media, PR, packaging and in-store engagement.

"We want you to think about the moments, formats and contexts in which we can most successfully engage with our target audience."

The brand wants to reach out to its audience, and come up with new, innovative ways to engage with them, while still being fun and enjoyable. They describe their target audience as:

• 18-35 yr old millennials. 
•  United by attitude rather than age, sex, money or geography
•  Healthy but not obsessive eg. they go to the gym but they will enjoy that slice of cake
•  Want quality at a fair price
•  Lead busy lives and use technology to save time and communicate
•  Sociable, Ambitious, Adventurous
•  Must talk regularly to them, they care and can help
•  Marketing savvy..... keep it real!
• They are socially conscious
• Work hard – play hard ethos
• When would they drink FG? At lunch in 275ml or 400ml format and then in the evening with their meal instead of alcohol (750ml larger bottle poured into glass)

I feel that the most appropriate resolution to this brief is to heavily focus on social media, and engage the audience from where they are most comfortable. Many brands have already taken this approach, for example Innocent Drinks (a direct competitor for Feel Good) have a large Twitter follow count because of their fun, tongue-and-cheek approach to their account. Its also important to have a signature brand image, and Feel Good don't seem to have achieved this with their current branding. Their current website is quite hard to use, so consumers may be put off it all together. 

This is a big project, with many different angles to consider. The user engagement is the most important aspect to this project, so every decision made needs to ensure that this is taken into account.