Intended Audience

Now that I decided to make an advertise on the side of a website, I need to choose the intended audience so I can advertise on websites that appeal to them. After meeting my team that I'm working on the project, we agreed aim the product at females (young adults). Therefore I thought that women's magazine websites were a good idea. Websites like: 

www.ok.co.uk/

http://www.hellomagazine.com/ 

http://www.heatworld.com/


Although Babycham will be mostly directed at women, there is still scope for families. This is why we have decided to have a slight Christmas theme in the advert to maybe appeal to older women (parents) who may have remembered Babycham from their time. This is why I think it may be a good idea to show the advert on food websites (from recipes websites, to supermarket websites):

• http://allrecipes.co.uk/
• Sainsburys
• Tesco
• Asda etc.

 I also think it would be a good idea to advertise on youtube.com because of its popularity. It attracts a wide range of people including my target audience who will go on Youtube for makeup, celebrity gossip etc. Youtube is also good at showing adverts next to videos. The adverts are selected to appeal to the viewer based on the video they are watching. Therefore if someone clicked on a celebrity gossip video, a Babycham advert could appear next to the video.

Initial Ideas

 These are some of my initial ideas for re-branding Babycham. The first thing I did was create mindmap of the best forms of promotion/advertisement. I looked at Print Marketing, TV advertising,Radio Advertising and Internet advertising. In the end I decided to create an Internet advertisement for Babycham because of how many options of advertising available:

• Flash Animation
• Pop-up
• Standard small advert (on the side of websites)
• Youtube advert 
• Interactive Advert (game)

I have also decided the advertising method. I want to create standard side advert for a given website, It might include slight .gif animation but this is still undecided.

Quick Photoshop Idea

After viewing adverts on the Internet for Babycham, I decided to start a few rough ideas digitally. I then compared them to old adverts by Babycham:

An old Babycham advert

This is an old advert they made. It captures the general idea of Babycham, a light hearted Perry. The colours used definitely reflect this description. However, something about it just doesn't suit today's audience or market. Things need to look 'cool' in today's market. The mascot of Babycham has always been this deer type creature, but today it looks too childish for any sort of age group to be drinking (bearing in mind the age group that are legally aloud to drink it won't really be pleased to see a cartoon deer on their bottle).

My contemporary version of the above advew

In my first attempt at advertising this product, I did some research on which audience it would generally be aimed at. My results were usually young female adults. This led me use vivid pink/purple colours. Girls are known to like these colours and these colours fit in with the party scene where Babycham is usually consumed.

Secondly I have made the mascot (deer) less of a main focus of the drink and made it look a bit more sophisticated/classy (not some cheap perry which the top advert seemed to portray).

Babycham Project

We have all been asked to create a re-branding of a list of products, choosing only one of the products from the list. We were put into teams and our team chose Babycham to re-brand.

The first thing I did was research adverts they have done in the past. I found a lot of videos on Youtube. Here are some example:

 

These adverts do have their charm and humour, however it is easy to see why sales have declined over the years; they have not updated there adverts to appeal to new generations. These adverts were made years ago.