Task Five // Product Development

Name/Script/Copy Development

I have decided to make a sports energy drink, which caters to a male & female target audience, as
I have found there is a gap in the market for a female sports energy drink. I have thought about
names, what the bottle could look like, what the advertisement could be about & what will feature
on the poster advertisement. I have found that the sports energy drink market is also in need of a
luxury kind of energy drink, so I may look into this side of things when producing the drink itself.

Name

There is already two main sports energy drinks that are available in the UK Lucazade & Powerade.
I wanted to come up with a name that didnt feature the word ade in it, although I understand why
they would use this. By not using the word ade, I will have broken myself away from the markets
competition. My name ideas are listed below. The product will be for a ABC1 target audience.

SmartEnergy - a simple title which tells the target audience exactly what they will be getting from
their energy drink. I might now be able to use this name for the energy drink though as there is al-
ready a bottled water with the name SmartWater. This may also not be a sport-like enough title.

Cheet - this is the second title I have come up with. It links to the animal the cheetah & how fast
the animal is. It is a play on the word cheat & cheetah. I thought of this as an idea for a name be-
cause when doing sports you want to be the best you possibly can be. Some people cheat to win,
but I want this drink to give off the impression that the drink will give you exactly what you need so
you dont need to cheat. I feel like this name could be too simple for an audience that is in the
ABC1 category.

ion - this name plays on the ingredient in sports energy drinks (ions) that replenishes the users
body with fluids. This name lets the audience know what is in their energy drink & is a simple way
for them to know the drink is a sports energy drink. I prefer this name over the first two as it seems
appropriate for a ABC1 target audience & its a short title that gets straight to the point. The word
on in the title could be played on in a slogan. Another variation on this title would be eION (the e
standing for energy). is your energy ON?

Beat - When I initially came up with this idea, I was thinking about a female energy drink (not par-
ticularly a sports energy drink) called heartbeat (stylised as beat) & then I started thinking
about Powerade and how their old logo features a P that was made by using a IV heart rate moni-
tor line. I thought of how this name could be changed into a mens & womens sports energy drink. I
dropped the heart part & the name is now Beat (this could be stylised in all caps or no caps).

Slogans

Out of the four names mentioned above, I have found that I prefer two of the names more so than
two others. The first being ion (I am still going to play with the idea of eION) & the second being
Beat. I have thought of a few slogans for both names.

Beat

The first idea for a slogan is a play on the saying be your best, the slogan being beat your best.
This was meant to mean how you are in competition with yourself & how the energy drink can help
you to be your best. The word beat is also the name of the product. I have also thought of the slo-
gan just being your best. I will see how both will look once I produce the energy drink. The energy
drink Red Bulls slogan is red bull gives you wings, so this includes the name of the product & can
be used with or without the name of the product. Another slogan I have thought of for this product
names are your best, beaten, beaten by you. These two slogans are just slight variations on the
initial first on I thought of. Using alliteration in the slogan makes it more memorable as a choice.
Either one of the slogans mentioned above could be used & they would still have the same/similar
meaning. This also gives me idea for the TV advertisement & poster campaign.

Task Five // Product Development

ion/eION

I have thought about a few slogans for the product name ion/eION. The first slogan plays on the
fact the word on is in the word ion. The first slogan is is your energy ON?. I like the fact this is a
question directly for the audience member. like mentioned, it features the word on which is in the
name of the product. If I was to go with the name eION, the word energy makes sense to also be
in the slogan. I also thought about a slightly humorous & tongue in cheek slogan which would be
turn yourself ON. This humour would hopefully be appropriate for the target audience & could
possibly have a humorous edge to the advertisement campaign.

Colours

The colours I am thinking of using link to gender & the flavour of what the drink will be. Whether I
use Beat as a name or ion/eION, the colours for the bottles will be the same. The male bottle will
use the colours black & blue as the primary colours & the female bottle will be white & purple. The
colour blue is a stereotypical masculine colour & purple is a stereotypical feminine colour. I chose
the colour purple because it is less feminine than the colour pink, I did this as I didn't want to alien-
ate the male audience from the bottle. Men are typically more sceptical about products that appear
to be targeted at females than women are at products that appear to be targeted at men. I believe
black & blue will work well together, as will white & purple. I would like the packaging to have a
matte finish to it, as this is an aspect of luxury packaging. The words will be made from clear plas-
tic, so the colour of the liquid will be able to be seen below it.

Script

I have thought about the advertisements for both names of the product, including men and women.
Looking at the two names above & looking at the slogans I have come up with, I have chased to
use the Beat idea as I feel like there could be a very solid advertising campaign behind it & it is ob-
vious what the product will look like. The advertisement idea is linked to the possible slogans of the
product beat your best.

At the beginning of the advert you will see one version of themselves drinking water & the other
version drinking the beat energy drink. They will then begin a race between one another. At first it
appears that the version that drank the water will win, but as the race continues you see the ver-
sion that drank beat to pull ahead. During the advert they could face certain obstacles or the water
version plays tricks on the beat version. At the end of the advertisement you will see that the beat
version is better as they win. There could be male and female versions of this advertisement.
There could be possible problems with the ASA as we are stating that the energy drink is better
than water. A way around this though could just be the other version didn't drink anything and was
just in a race with one another.

The person in the race could be a celebrity endorsement, like Usain Bolt or Jessica Ennis (alt-
hough she currently has a sponsorship deal with Powerade). Using a celebrity endorsement gives
the audience aspirations to be like that person, so this is clever way to advertise a product. Or it
could be an ordinary person, so the person who has access to the advertisement would feel equal
to the person they are witnessing.

Just like the colours I mentioned in the colour paragraph, I would like the same colours to feature
in the advertisements. For the male version of the advertisement, he will be in a black-like tunnel
& will only be lit with blue lighting. For the female version, she will be travelling in a stark-white tun-
nel with purple lighting. Although this may not seem as mysterious as the male version, the stark-
white walls could connote that there is no where to hide which, in my opinion, is just as mysterious
(but in a different way).

Copy


Task Five // Product Development
For the print advertisement, I want the focus to be on the can of the drink, compared to a person
featuring in the advertisement. One idea for the poster advertisement campaign is to have a per-
sons face side-view on either side of the bottle. One face darker & one face lighter. This will con-
note two sides of you & links well with what the slogan is beat your best. Possibly a heart beat
monitor line but have a humans face line shape in the middle of it. The same idea will apply for the
male & female advertisement. The poster would be seen in places where the audience would go,
like the gym. You would also find this advertisement in magazines targeted at this audience, like
Mens Health.

For the web banner, the same kind of elements will be used to from the poster advertisement. But
will be a lot smaller. They will be used on websites where fitness is a key aspect. It will also de-
pend on who the website is targeted at, men or women.

Another idea of the print advertisement would be to have the bottle projected onto the models face.
This kind of stylised advertisement is perfect for the kind of audience I am targeting my product at.
Very simple, but effective.

Bottle

I will be using a bottle for the drink, rather than a can because a bottle is much more handy to sue
whilst working out and less likely to spill. The competitors in this market (Powerade & Lucuzade)
also use bottles rather than cans so I have made the decision to stick with this. For the bottle, I
would like it to be made from a strong, sturdy bottle. I will also want the packaging of the bottle to
be matte finish, as this will give the product are more luxurious feel (which is the kind of product I
am going for).

Fonts & Colour Scheme

When it came to finding fonts for this piece of work, I wanted to find something simple, yet edgy. In
my mind I wanted to look at fonts that had squared edges, as well as ones with rounded edges to

Task Five // Product Development
see what would actually work. I also wanted to test the fonts in the basic colour they would appear
in, to see if the font looked good in either colour. Whilst producing the above work & testing out dif-
ferent fonts, I feel like the fonts that are slimmer & have a block-look to them look better overall &
fit with the theme much better. The 3rd, 4th & 5th fonts (Neon Regular, Garoa Hacker Clube Bold
& Knuckle Down Regular) were to bold & too soft edged to work well with the aesthetic look I am
going for with my sports energy drink. The top font you can see is titled AnotherLine Regular is my
personal favourite out of all of the fonts I have used. The straight edges & the fact all the letters are
in capitals really fits well with the look I am going for. I have tried to find a font that would work as
well/better than this but I could not. Another personal favourite font of mine is the one second to
last, titled Neogrey Regular. This font is very simple & modern, which just like my other favourite
font, fits very well with the look I am going for. I have tested it out in all capitals as well. You can
see these choices below better.
Looking at the three top choices above, I prefer the lowercase Neogrey Regular font. It was point-
ed out to me by some peers that the B in the AnotherLine Regular font does not work well with the
rest of the letters. I chose to use all lowercase letters rather than all uppercase as I feel it is more
appropriate for a ABC1 target audience, as this drink is also meant to be a luxury sports energy
drink. The font works well with the initial colours I have used as well.

Looking at colour schemes, like mentioned in the previous colour paragraph, blue + black & purple
+ white are going to be the primary colours featured on the bottle of beat. Blue & black will be fea-
tured on the male bottle, whilst white & purple will be on the female. I am going to experiment with
different variations of this & different shades of each colour to find which one will work best.

Task Five // Product Development
Looking at these different variations of the same colours, I wanted to find a middle ground between
dark & light. The blue had to be bright enough to be seen against the black & the purple had to be
dark enough so it would not blend in with the white. Looking at the colours, I believe I have
achieved this. As you can see from above, I wanted to test out what the colours would like if the
purple was on the black & the blue was one the white. This works well, so I may look into having a
white bottle with blue writing & a black bottle with purple writing. The white bottle could be the diet
version of the sports drink, whilst the black one is the normal version.
(Why I have chosen these colours is mentioned in the colour paragraph that can be found on page
two)

Practice bottles


Task Five // Product Development
With the bottles, I want them to look as minimalist as possible. I find with luxury products/products

Task Five // Product Development
that are targeted at a ABC1 audience, you will find that less is more & that simplicity is key. I found

Task Five // Product Development
this to be the case with energy drinks as well, as I compared the ABC1 targeted Organic Energy to
the C2DE targeted Monster. Below you will see to practice bottles I created so I know what the fi-
nal product may look like. Unlike other sports energy drinks, I wanted the bottle to run with the
theme of minimalism, I made the bottle just slight protrude from the middle.



I have been thinking more about the bottles & target audience & how I have been gender stereo-
typing with the colours. I have now decided I want to branch out from this. The colours will reflect
the flavour of the drink. The white bottles will be a diet variety of the energy drink, whilst the black
bottles will be the normal variety of the energy drink. Both will come with the blue & the purple la-
bels as this tells the consumer what flavour the bottle is. The blue drink will be, at the moment,
blackberry flavoured & the the purple one will be raspberry flavoured. Looking at the practice bot-
tles, I feel like the fact the heartbeat monitor line is the same colour as the name of products d
tracts some of the attention from the title. I may change the colour of the heartbeat monitor to the
same colour as the slogan Your Best.

Looking at what I have just produced (at this moment in time), I prefer the bottle when it is the
same colour as the name of the product. Although now that I am thinking about packaging, I feel
like the part of the wrapper could be cut out or just be clear plastic, so you can see the liquid colour
of the product.

Producing a practice product allows be to see what works & what does not work before I start pro-
ducing the actual product. Overall I am happy with what I have produced as a design mock up &
look forward to now producing the product & the advertising campaign that come with it.