Babycham Rebranded

By Rosie Law and Lizzie Wood

Research

What is it? Sparkling Perry – alcoholic drink made from fermented pears

When was it popular, & why?1950’s-80’s, first alcohol advertised on TV, aimed at women because wine was not really available in pubs

What marketing strategy was used & did it work?‘I’d love a Babycham’, cute little fawn, fancy glass, vintage collectibles

Why don’t men buy Babycham?

-Too girly, reputationSolution: more masculine packaging, separate from women’s to separate the girly-ness idea

-Too fizzy, tasteAdapt the product to a more manly preference, make the drink itself stronger with less fizz (more like pear cider than sparkling Perry)

Research into opposing products

Research• Supermarkets only sell a limited range of Babycham.

ASDA only sell the large bottle, whereas Sainsbury’s only do the gift set (20cl bottle and drinking glass).

• Babycham is not as popular as it was in the 60’s, but it has made a come back over recent years, as a classy, sophisticated replacement of the younger generation’s favorites: Alco pops.

• Without the mascot, the brand would be unrecognizable, but the current image is too childish for its target audience.

• Babycham was the first alcohol to be advertised on TV, aimed mainly at women because wine wasn’t very common in pubs, Babycham was a replacement.

• ‘Retro’ has come back into fashion over recent years, and as Babycham has been branded ‘old-fashioned’ this might be an advantage

Final Proposal

• Two bottle shapes – male and female• Two bottle labels – male and female• Storyboard for a TV advertisement• One poster campaign – both male and female

bottles shown

Remember

ideas

Final designs – bottles and labels

Final bottle designs

Final label designs

Final concept

http://www.youtube.com/watch?v=WWN6kchSI2E

Remember

Final storyboard