#FeelGoodOnTheGo Megan Rhodes, M00392151

Understanding the brief:

1. Increase brand awareness

2. Make the nation ‘feel good’

3. Create a buzz

4. Reach the target market

The Research:The company:

• ‘Feel Good Drinks’ are a drinks company based in East London.• The company was created by 3 executives from popular drinks brand Coca-

Cola• The first Feel Good still drink was made in 2002 and sold in Superdrug• In 2003 they created a new sparkling drinks range• In 2005 they made £1 million buy selling an alternative drink to Shloer• They gained over 20,00 customers in 2008• In 2011 they created non-alcoholic cocktails• Their target market is people between the age of 16-34• Each team member is given 5 extra days of work every year so they can go

and work with their chosen charity• They claim their mission is “To bring the world gorgeous, fruity soft drinks

that are packed full of natural good stuff and to have some fun!”

The drinks:

• Range of drinks include: Still & Gently Sparkling Juice Drinks, Kids Juice Drinks and Non-alcoholic Cocktails.

• To make the drinks they use natural ingredients and they blend different flavours of fruit

• The drinks count as 1 of your 5 a day

• No added sugar and have added vitamin C

• The glass bottles they use are made with over 35% recycled glass

Social media:

• The company use social networking sites like Facebook, Twitter and Instagram. On these they promote competitions, ‘Feel Good Friday’ which happens every week, pictures of their drinks in stores or of happy customers, as well as pictures of the employees having fun in the office.

A previous campaign of theirs was called ‘Dump The Lumps’. They were trying to promote the idea of there being no added sugar in their drinks. The company posted multiple videos on their YouTube channel where they got the public to try a Feel Good drink and then another one, such as J2o. The public then went on to say which one they liked best- choosing Feel Good- and were then given the shocking fact that J2o had 4 lumps of sugar and Feel Good had none. After this campaign, 96% of people said they would buy a Feel Good drink next time.

Other Campaigns:

Bottlegreen Drinks

• Bottlegreen drinks had to relaunch their brand because it only sold well in Waitrose, so people thought it was a Waitrose own brand- they needed to create their own identity. They changed the shape of the bottle as well as the logo. After this rebranding, sales had risen from £7.9m in December 2007 to £14.2m by December 2010.

Innocent Smoothies

• During winter, all of the product come with knitted hats on top of the bottles, and this is all part of ‘The Big Knit’. They are working with the charity Age Concern, and whenever someone buys a drink with a knitted at on, they’ll donate 25p to the charity. As well as this, they’re encouraging people to knit their own hats similar to the ones found on the smoothies.

Market research:

Feel Good Drinks specialise in still and carbonated drinks, and their consumption is increasing, meaning Feel Good Drinks products can become desirable

Feel Good Drinks pride themselves on having no added sugar. The British Soft Drinks report shows consumers are more likely to purchase healthier drinks, so Feel Good will be successful here.

However, when it was just soft drinks involved, consumers preferred regular drinks so Feel Good drinks using no added sugar might not draw customers in.

Feel Good Drinks use recycled glass as the packaging for some of the drinks. If the consumers knew that it was recycled they might be more likely to buy it.

• When discussing the importance of research, Hackley (2005) said “Research is the foundation of effective advertising. Effectve promotional campaigns of all kinds are based on knowledge of who the target segment is, where they are, what they do, what they’re like and how they behave”.

• Therefore it was necessary to look at consumer activity. We’d need to know what type of soft drinks they are buying and why. Then once a desire was found, this can be expanded on to make the consumer want to buy a Feel Good Drinks product.

The Idea: • During the month of February 2014, Feel Good Drinks is going to be

spreading its awareness by having drink stalls set up in shopping centres across the country. These will be: Brent Cross, LondonMeadowhall, SheffieldArndale Centre, ManchesterHighcross, LeicesterBullring, BirminghamBrunel, SwindonDrake Circus, PlymouthGrand Arcade, Plymouth

• As well as this people will be able to find stalls in their local supermarkets. They’ll be able to find the details of this on the Feel Good website.

• The stall will consist of free samples of all the many flavours that are on offer, followed by the grand idea.

• The plan is to get customers feeling good on the go. They can do this by purchasing one of the drinks and then taking a ‘selfie’ of themselves with the drink, on the go. This could be absoltely anything, from walking the dog, to climbing a mountain. Then with this picture, they can upload it onto Twitter, accompanied by the hashtag #FeelGoodOnTheGo

• To ensure people are inclined to take part, there will be 10 feel good experiences to win. Some examples of what these could be are: a spa trip, sky diving or a concert of their choice. The better the feel good picture, the higher the chances will be of that person winning a prize.

Any issues we could have and how to resolve them:

• People not coming to the stalls- there will be posters and flyers telling consumers to come to the shopping centres and supermarkets

• It will cost too much- we can source a local printing company to make it cheaper, use wesbites such as buyagift.com (where there are cheaper experiences) to obtain the prizes instead of going directly to a spa retreat, where prices might be higher.

An example of a tri-fold brochure that could be handed out:

Evaluating the effectiveness of the campaign:

• Record the sales of Feel Good Drinks products in specific shops before the campaign, and then compare them to the sales after the campaign.

• Check to see whether the amount of hits the website gets goes up.