Advertisement Pitch By Kirsty & Sarah

Our Advert Idea The advert starts with a guy walking looking depressed and sad. The guy then comes across the bottle of Arizona Iced Tea. The guy tries some of the Arizona tea and after drinking it, automatically changes from wearing dull looking clothes to wearing bright looking clothes that match the colours on the bottle. After the guy has some of the drink and his life has quickly changed from dull to bright, the man also looks extremely happy and joyful. The guy is now happily walking and enjoying life when he spots a girl looking rather sad and depressed. The guy then goes up to the girl and passes her a bottle of Arizona Iced Tea. She looks a little confused to start with but then she takes a sip of the drink. Straight away, she becomes a lot happier and then at the end our positioning line will come up that says "Inject some colour into your life". We decided that we wanted to express the happiness and the sadness by adding in black and white shots when the characters are feeling sad and depressed and then as soon as they drink the Arizona, the scene will automatically change into colour. However, the bottle is shown in colour when the background is still in black and white to emphasise the brightness and joyfulness of the bottle. We have also decided to have the characters wearing dull and boring clothes when they are sad but when they take a sip of the drink and the colour automatically comes back, the clothes would also change into bright clothes that happen to go really well with the colour scheme of the bottle they are holding.

Our Storyboard

Target Audience Our chosen target audience is teenagers and young adults. We chose this because when conducting the survey, teenagers and young adults of both genders seemed to show the most interest in the product. Although it will be mainly aimed at this target audience, we would like to try and make it appealing for all people, as quite a few people haven't heard of the product.

Slogan ‘Inject some colour into your life!’

Primary Research-Summary In order for us to gather research on our product, we had to make a survey on SurveyMokey.com and we asked questions to find out people’s buying habits and their attitude towards our brand and rival brands. We then gathered the results from our survey and looked over them to see any similar answers. By looking over our results, it made it quite clear that the younger age group (teenagers) had the most interest in the product. Therefore we knew what our target audience should be for our advert. The results also showed that the main flavours that people liked where all mainly the same, so in the advert we will make sure to advertise more flavours so that the audience knows that there are more than they previously knew. We also found out what people liked about out rival product; Lipton. Therefore we knew how to improve the look of Arizona to make it look more appealing to the audience than Lipton.

SECONDARY RESEARCH - SUMMARY We found this chart which clearly shows that Coca-colas sales are constantly going up. This is probably due to their extremely effective advertising campaigns. On of these was ‘Open Happiness.’ This message is often seen in their ads and makes people associate happiness with the brand. However, I think it goes without saying that ‘Share a Coke’ is one of Coca Cola’s most successful advertising campaigns, as it has now gone global. It gives people the chance to buy personalized Coke bottles. The campaign resulted in a 7% increase in sales. It was so successful they brought it back and expanded the target market, making it more of a family product.

Production Research - Summary Budget - We will need enough money to buy several bottles of Arizona. Besides this, there shouldn’t be any other costs. Time scale - Plan out what time we will need and create deadlines to work to. This ensures our time is used effectively. Technical resources - A camera and the Apple Macs for editing. We will need to book a camera in advance to make sure we have one when we need it and prevent any delays. Ethical Issues - Advertising is one of the most powerful means of communication and can easily influence others, both positively and negatively. Who should be the target of advertising? Who shouldn't be exposed to it? What products, services, or ideas should/shouldn't be advertised? What should/shouldn't be advertisers' obligation to society? Legal Issues - The advertisement should not: Contain misleading information. Violate government rules. Show anti-national feelings. From completing this research we decided that there were no changes that needed to made to our final idea. The budget, time scale and technical resources are not an issue as we only need a small amount of money for the drinks, a schedule can easily be made and we can book out a camera. We feel that our idea covers all ethical grounds so no changes need to made there. From looking at the legal requirements, We do not feel that it violates any of them, so no changes need to be made.

Rival Products Lipton Iced Tea Although Arizona Iced Tea have more flavours, Lipton are expanding their range and are slowly building a range of flavours. They also do normal tea and iced tea brews and mixes. They are trying to out do Arizona by making their bottles look more visually appealing. They have their new advert to their advantage. By using the Muppets, a much loved program, people are more likely to buy their product, as people will associate the Muppets with it.

We think that this advert idea will be effective as it is a very original idea and makes Arizona look very appealing. We feel that the use of colour correction will make the advert and the product look very visually appealing. Audiences often like to relate to an advert, and we feel the idea that a drink can lighten your mood and make you feel happy is very accurate. WILL IT WORK?...