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, reputation Solution: more masculine packaging, separate from women’s to separate the girly-ness idea -Too fizzy, taste Adapt 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

Remember

Final storyboard