Brief

A collection of live creative briefs presenting a range of modern communication challenges across all media
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Boost
So what's Boost?
Boost is a range of great tasting performance drinks that have been created to pick you up, and keep you going. They come in loads of different flavours, and there’s a different Boost for different needs – Energy, Active, Sport, not forgetting the Smoothie for one of your five a day.

Best of all, Boost is cheaper than the other leading performance drinks out there. So as well as the great taste and kick to your system, you also get loads of spare change to spend on yourself. And that, in a nutshell, is what makes Boost a no brainer.

The Creative Challenge
Our typical audience ranges from students, to price conscious individuals who like to shop on the high street rather than the boutiques.

Your challenge is to make Boost the energy drink of choice for a new consumer sector. You could choose females, professionals, the silver foxes, or any other section of the UK community that you think represents a good business opportunity for Boost. In other words, it’s completely up to you.

Put simply, we want your help to push Boost into new and exciting areas. In total there are four parts to the brief, and we’d love it if you gave them all a bash. Of course, you may only choose to do a couple of elements, but we really want to see what you’re made of. And hey, if you need some extra energy to tackle all four, grab a Boost or two.

1. The first part of the brief is to define a new consumer sector for Boost, then choose one (or more – or all) of the existing Boost products to sell into your new target market. If you don’t believe any of our current products match your sector, feel free to create a completely new Boost product that does e.g. if it’s for oldies, what ingredients would you add to give them the daily Boost they specifically need?

2. Okay, so you’ve sorted your target audience, now you need to create the product packaging – remember, it’s got to grab them within a couple of seconds and communicate exactly what Boost represents to them, so make sure it’s really engaging. It’s got to stand out against the competition on those shelves!

3. Packaging sorted. Thinking caps on, because we’re now at the promotion stage. How will you promote your new look Boost in the shops, or bars, or wherever you think you’d like to sell it to your target audience? Remember, we don’t just want the consumers to try it; we
want them to keep buying it – so think short-term impact, and long-term loyalty. It’s vital that all communication gets across our key message – that drinking Boost is a ‘no brainer’, thanks to the value, taste and energy performance it offers.

4. The final part of the brief is all about the big ideas for today and the future. Think formats, social media, web, TV promotional spots and ads, guerrilla tactics. Have some fun, within a realistic budget of course (that means making sure whatever it costs is less than what it will make for the business), and show us how you’ll push the Boost ‘no brainer’ message to your new consumer sector.

Boost's Brand Guidelines
Tone of voice
We’re not a brand that takes ourselves seriously, and that’s reflected in our tone of voice. So keep it friendly, approachable, fun and a little bit cheeky.

Visual style
Our visual style guidelines can be found in the brief’s project pack online. Stick close to the current look and you can’t go far wrong.

Mandatories
It’s really important that we don’t target under 16s with our energy drinks, they can drink our sport, active and smoothie drinks, but as a business who takes corporate social responsibility seriously, we proactively avoid targeting any children with our products and marketing.

Other than that it’s key that we communicate that Boost tastes great, helps you perform at your peak, but costs a fraction of the price of other leading functional drinks – that’s what makes it a no brainer. And there really isn’t any need to over-complicate the message.

We’ve found that it’s key to get consumers to taste Boost, because the taste test is our eureka moment. It’s when they realise they’ve just discovered the smart choice.

A bit of bumf on Boost
Here it is, the background to the brand.

Boost launched in 2001.
It’s a range of functional drinks including Energy, Sport, Active and Smoothie drinks.
Offering all the taste and performance as the energy drink market leaders, but for a fraction of the price, Boost is a total no brainer for consumers.
AND because consumers love it, it flies off the shelves – with each sale representing a huge profit margin, Boost is a no brainer for retailers too.
Boost is distributed through wholesale / cash & carry to independent retailers (we’re NOT currently distributed in major multiple retailers).
It gives independent retailers the chance to compete with the major multiples in the energy sector, by giving them a brand that they can offer as a genuine value alternative to other energy and sports drinks.
Market trends show that more consumers are looking for high quality, good value alternatives, and this is backed up by the fact we’ve enjoyed a massive 400% increase in sales since we began.
According to category statistics in June 2009 Boost was the 4th largest functional energy brand in the UK.*
With big plans for 2010 / 11 and beyond, the brand will go from strength to strength – especially with your great ideas.
Our proposition is that we’re about smart thinking, smart drinking. Choosing Boost is a total no brainer, and everything we do is a no brainer too. That’s how we can keep our costs down and pass on the savings to retailers and consumers.

*(AC Nielsen Scantrack MAT w.e.15.05.10.)

Our Website
For more information on Boost Drinks, please take a look at our online HQ, www.boostdrinks.com. You can also view our video here to give you a lively insight into our brand. If you require higher-res versions of any of the artwork please email kezia@ycnonline.com with the file name of the artwork that you need.

action plan

- ABOUT BOOST
- TARGET AUDIENCE
- PRODUCT
- LOGO
- INITIAL IDEAS
- CONCEPTS
- PROMOTION
- COSTS
- EVALUATION

ABOUT BOOST

Boost drinks are the explosively affordable energy hit. There are four different types to choose from, with a Boost to suit you and your energy needs. Each one is big on taste, big on performance and big on value.

You see, we're on a mission to give you great tasting energy drinks for a fraction of what you'd expect. And we're sticking to it. It's been working for us since we started in 2001 and we're not about to change now.

Come take a look around and see for yourself- we're buzzing with excitement.

Target audience

1. The first part of the brief is to define a new consumer sector for Boost, then choose one (or more – or all) of the existing Boost products to sell into your new target market. If you don’t believe any of our current products match your sector, feel free to create a completely new Boost product that does e.g. if it’s for oldies, what ingredients would you add to give them the daily Boost they specifically need?

As I am currently a student and know how hard times get with money, late nights, stress, social life etc, so I have decided to concentrate on students. I will know choose if i will concentrate on females/males? age? subject studying? etc

First off, MALE/FEMALE?

I want the new drink to section a one gender audience so what i will do is now bullet point a few things about each gender and see who comes out with more positives.

WHY AN ENERGY DRINK WILL HELP MALES AND FEMALES?

- BOOST (more stamina)
- They contain ingredients which help care for there health
- Less calories
- Increase mental awareness
- Provides nourishment
- stimulates the body
- Help Hangovers
- Late nights
- Weight Loss (apparently)

I have now come up with a few bullet points for both genders, and looking at them its 50/50 with how (in my opinion) these affect woman and men.

POSITIVES FOR WOMAN

- Weight Loss
- Provides nourishment
- Less calories
- stimulates the body
- They contain ingredients which help care for there health


POSITIVES FOR MEN

- BOOST (more stamina)
- Increase mental awareness
- Help Hangovers
- Late nights

OK, i might be looking at this very biased to how i see woman and men, but in my opinion i see woman more professional with life when being a student, however i think all these points i have made target both areas of gender so now i will look at what type of student i will target i.e what they study.

FEW TOPICS STUDENTS STUDY

- MATHS
- ENGLISH
- SCIENCE
- PHYSICAL EDUCATION
- ART - GRAPHICS - FASHION
- LANGUAGE
- ICT

Obviously this is a small section of what students study, but i already knew what area i wanted to target as i am a graphic designer. I will target ARTS - GRAPHICS AND FASHION.

Ok so which gender is more common to study these subjects?

I think woman, even though in my class it is dominated by males, females dominate fashion and i would go as far as saying woman do tend to out populate males in these subjects.

SO

My Target Audience will be

Females, between the ages of 18 - 25 studying arts, graphics or fashion.

Packaging

2. Okay, so you’ve sorted your target audience, now you need to create the product packaging – remember, it’s got to grab them within a couple of seconds and communicate exactly what Boost represents to them, so make sure it’s really engaging. It’s got to stand out against the competition on those shelves!

Ok so like the next step says, i have now chosen my target audience, i now need to think about

- STYLES
- COLOURS
- THEMES
- IMAGES
- RECENT FEMALE PRODUCTS
- STUDENT PACKAGING
- HOW I WILL PRESENT MY PACKAGE?

But first i need to look at how boost promoted there products and what style they use.

The logo is very boring - the brief says "its completely up to you" so i think i will change the logo into a more female, more attractive design so it attracts more people.

Again the bottle design is very simple and looks dull, i like the idea of keeping the colours simple but other than that i think i will be completely re designing the product.

FEMALE PRODUCTS

This is a clever design combining fashion and coke bottles together because the coke bottle is suppose to represent a females body. this looks professional, clean and very attractive.

Instead of making my product different i could consider the accessories that could come with my product?

Too pink and boring vector brushes make this design look tacky and boring.

Love the font used on this design, and also like how "girly" the design looks, but to me this design only attracts females and doesnt concentrate on a certain audience.

again this looks like using a stiletto and a cork screw is clever and works well.

I like these designs but i think they target an a selective audience, however i do like the gradient colours and the fonts.

This is something i think students would look at. I think it does target students. the colours work well, the star is something alot of students get tattood on there bodies (from what ive seen") and also the colour pink is not to "girly" it works well for female students.

Logo

Before i start on creating a new product I need to create a new logo for boost. As I am targeting female students studying art, i think i need to look at illustrations, vector swirls and feminine logos.

First off, i will look at a few logos before sketching up a few ideas.

INTERNET RESEARCH.

Nice clean vector logo. i like how this logo presents an image as well as a text logo.

Targets a female audience well, but i cant just dedicate my design to females, because some males my really enjoy the design and want to drink it?

This is exactly what i had in my mind when i wanted to bring fashion into my product design, i love these illustrations they look great, and the font used works really well, and i have seen this font used in fashion programmes.

I like this logo alot but as the trainer is so detailed i would worry this wouldnt go to the sizes i would need to go for my can.

Vector image works well, nice colours, dont like the font but as a whole this works really well, but again its all about size with my logo.

I love the roxy logo, i had to put this in because it works with the text or without it, just by promoting the image everyone knows what the symbol means.

This font again i have seen in fashion magazines and i should really consider looking into these fonts a bit deeper. I dont like the colour change in every letter though, this just makes it look tacky and unprofessional.
Now i have got some ideas of how female logos look, i now need to look at how drinks create logos.

Here are a collection of strong logos used with much bigger brands. i wont go into detail with them, but from the top section to the bottom section you can clearly see how different these logos look and how much thought process has gone into these logos.

CONCEPT - LOGO DESIGN

Few sketches

Taking a few ideas to computer

After playing around on the computer, and looking at previous logos, i really like the last logo. The font is "Edwardian Script ITC" and somehow it just fits well??? i think it is very feminine and also goes in the style of fashion. I will play around abit more with my sketch designs but i really like this.

FINAL 3

I like all these logo, but logo one doesnt suit the style i am going for in my head. It looks like it would be seen on a business card rather than a drinks can.

Logo two has the womans head coming out of the first and last letters, i do like this but just from looking at the logo at this size i am struggling to see what the image is.

Logo three is perfect for what i am after, simple, clean and stylish. I have shown these three logos to all my family and friends and on the whole logo 3 got the most votes.