YCN: Feel good drinks brief
About feel good...
Nichols plc has recently purchased the Feel Good brand.
Launched in 2001, Feel Good Drinks is a premium range of 100% natural still and sparkling drinks for adults sold in over 20,000 outlets across 15 different countries.
The brand ethos is all about Feeling Good — 100% Natural ingredients with no added nasties, giving 1 of your 5 a day with no added sugar. No added anything!
Feel Good has been marketed in the past but only had Facebook activity since summer 2014.
We want you to show us how we can spread the word about Feel Good and get more people feeling good.
Range of refreshing good, honest, great tasting drinks:
750ml Sparkling fruit juice
275ml Still & Sparkling Fruit Juice
400ml Still Fruit Juice Drink
Available in Tesco, Asda, Sainsburys, Spar and cafes, parks, deli’s and restaurants across the country.
The challenge
We want you to re-engage 18-35 year old females with the Feel Good brand, and are very open
Mind as to how you go about doing it.
We want you to spread Feel Goodness, driving awareness and inspiring people to engage with the brand and buy the product.
We want to remind and reassure the target audience that Feel Good is relevant for them, that it’s simple and honest and that it delivers against their needs of wanting healthier cleaner drinks.
This is a deliberately very open brief, and you are free to demonstrate your creative thinking in any medium or combination of media you see fit.
We are open to ideas for new campaigns such as press adds, PR, Packaging, social media, sampling, on-pack promotions, in-store engagement; concepts for grabbing people on the streets or fresh thoughts for how our bottles and packs look.
We want you to think about the moments, formats and contexts in which we can most successfully engage with our target audience.
How can we spread positivity and connect with this audience in fresh and memorable ways?
Market Context
The soft drinks category is highly competitive and heavily promoted. The areas in growth are healthier ones such as water and flavored water.
There’s currently a backlash on sugar in the category and products that claim to be healthy but really have additional sugars added in. Feel Good has no sugar added except the naturally occurring sugar in the fruit.
Tesco have recently removed high sugar drinks from kids’ category.
Target Audience
The brand itself aims itself at all ages and both male and female, however this brief is asking for a campaign to engage 18-35 year old women with the brand. its about targeting people who want to have cleaner healthier drinks and want to feel good rather than sluggish.
18-35 year old millennial.
United by attitude rather than age, sex, money or geography
Healthy but not obsessive e.g. they go to the gym but they will enjoy that slice of cake Want quality at a fair price
Lead busy lives and use technology to save time and communicate
Sociable, Ambitious, Adventurous
Must talk regularly to them, they care and can help
Marketing savvy... Keep it real!
They are socially conscious
Work hard – play hard ethos
When would they drink FG?
At lunch in 275ml or 400ml format and then in the evening with their meal instead of alcohol (750ml larger bottle poured into glass)
What does our consumer think?
I do not want to compromise. I want tasty healthy, natural drinks that have no added sugar that make me feel good.
I’m making a positive choice without compromise.
What do they Think/Feel/Do now?
They may have some recognition of the FG brand but no top of mind awareness and they are not aware of the brands relevance for them.
They are cynical about what is in drinks. Unsure about what has extra sugars in following sensational journalism on proposed healthy options having addition sugar added.
They balance between calorie intake (diet cokes fanatics) and looking for clean labels and healthier products.
Core Communication
100% Natural
FG doesn’t compromise. Never any added sugar, (1 of your 5 a Day), 100% Natural Ingredients. No artificial colors, flavors, preservatives – so you can feel good every day.
Brand Positioning and Tone of Voice
Honest. Big Fruit. Fun Fruity. Upbeat. Modern. Not worthy. Not Preachy. Good Honest Fun.
KEYWORDS
feel good
women campaign
fruit
re-engage
charity
juice
no added sugar
