Research: About feel good as a brand...
Their Story...
“I’ve always been pretty independent and I’ve always liked to make things happen, work hard and have fun – I guess they’re pre-requisites for the kind of thing I’m doing now,” Wallwork explains. “Feel Good Drinks is a great team doing something which is really satisfying – building a healthy, positive brand which consumers and retailers love.”
Feel Good Drinks was founded in 2001 by Wallwork, Chris Wright and Steve Cooper. The trio had worked together developing new products at Coca-Cola, but realised there was a gap in the market for a healthy drinks company.
After securing over 500,000 from business angel investors, the business was launched and now commands a turnover of 3 million, with drinks sold in over 6,500 outlets in the UK. The company’s product range has expanded from three to eight flavored drinks.
“The inspiration came from the three of us talking about all things healthy and positive and recognizing that almost everything which is good for you is devoid of taste and frankly pretty boring,” says Wall work. “For that we challenged ourselves to develop a range of utterly delicious, absolutely refreshing drinks made with quality healthy ingredients and put the drink in a cool bottle with a fun label.”
Having a story behind a drinks company is really important, it shows consumers they are honest, natural and transparent, telling and showing them the owner’s personal insights and believes will make them more trustworthy and this will produce loyal customers. i plan to do some sort of animation advert to show this, I think or any brand its the best way of doing it. Giving a bit of background quickly as a sideline and something to refer back to as a consumer.
The 5 Golden Rules...
We make our drinks simply! Loads of fruit a little water and absolutely no nastiness or artificial nastiness.
These rules show how the drinks are made, showing this again shows honesty, they have nothing to hide and want their consumers to be in partnership with them. Again this can be something I will incorporate into an animation or even a more interesting info graphic for a social campaign or website.
Their bottles and flavours...
Feel god pride themselves on having great blends of flavors and no added sugar, dump the lumps. The bottles really reflect the organic, natural theme however I think for a campaign, limited edition bottles should be made to make the campaign more prominent and memorable. This is defiantly something that I will develop.
Feel good have extended out from their dominant range of still and sparking drinks by branching out to other markets. Making kids juice drinks perfect for lunch boxes, mums already familiar with this brand will trust it and buy it for their kids because for the good health.
They have also branched out into non-alcoholic cocktails, feel good are a soft drinks company and they need their drinks to make you feel good and be clean and healthy, hence the non- alcoholic, however this is a great idea for older people to have from the age of 18 right up to 45. for when your feeling like having something a little more special. This has enhanced my original idea, thinking about swapping a glass of wine on a Friday for a juice drink instead.
The design is consistent through out and I think its really effective, however I think there could be changes, they could have more colorful packaging rather than a white background something I will experiment with.
Chhose a flavour
The brand pride themselves on getting the consumers being involved because without their input they wouldn’t work, which is why things like suggesting flavor’s is a good idea. I want to incorporate some user interaction with the campaign I create. Because of the technological burst in today society I plan to do something with a social media touch to get the campaign viral and shared all over the country and even worldwide!
Feel good fridays
Before finding this information on the feel good Fridays the staff have at work, I had thought abut a campaign about feel good Fridays, ditching the wine for a juice drink. This only makes the campaign stronger, its already a thing at the office to why not share that with their consumers, ultimate engagement and a twitter campaign can be done with responses from the staff themselves, making it more personal and relatable.
Feel goodness days
Feel good likes to do their bit, but sometimes life gets in the way, so they tale 5 days of holiday off a year to take part in some fundraising for numerous causes, one day they collected enough bras to reach the end of a canal and the money raised went to breast cancer UK, because they already have a relationship with this charity it may be one that I can target the campaign towards.
A little about the market...
Sunderland Echo article
Tesco Crack down on Sugery
drinks to slash childhood obesity
Tesco has revealed plans to axe a number of its best-selling sugary drinks and juices from stores nationwide as part of the fight against childhood obesity. Such as Capri Sun and Robinson’s Fruit Shoot – will be replaced with healthier alternatives.
Health campaigners have called on other supermarkets to follow Tesco’s lead in an attempt to tackle childhood obesity.
David Beardmore, Tesco’s soft drinks buying manager, told The Grocer ‘from September we will only sell no-added-sugar drinks in the kids’ juice category’
“Any move to help to reduce sugar is a welcome one. I definitely agree choice is an issue.
In aiming my campaign at women, i am also looking at the market of mums, buying for their children, whatever I decide to do I want to encourage women to get their children involved too, which means I will create a drink for them too.
