Original Brief
The Brief
To create a new product innovation for Nescafe Azera that will work alongside a campaign that will be launched through social media. It will need to stand out in-store through the appropriate media.
Background
The product is an instant style coffee that offers high quality taste and aroma of a barista style coffee.
Target Audience
The target audience are:
-young
-dynamic
-25-35
-busy lifestyle
Tone of Voice
The tone of voice will need to be professional but friendly to create a sense of loyalty towards the brand.
Considerations
-All work must include the brand logo
-Must use fonts and colours specified
-product, campaign, social media and in-store need to link
Mandatory Requirements
KEY DATES
- Submission deadline: 11.59PM GMT, Thursday 27th March, 2014
- Judging: April and May 2014
- Commendations published: June 2014
- Student Awards Ceremony: September 2014
- New YCN Student Annual: December 2014
- Your zipped entry file must be a maximum of 50MB, if your file is bigger please email hello@ycn.org and we will organise for you to transfer your files to us.
- All entries must be submitted via the YCN digital uploader.
Deliverables
-300 word concept statement
Visuals/Mock-ups:
-Product Innovation
-Campaign
-Launch through social media
-Stand out in-store
Project Pack
I started off by creating a mind map with key words I thought stood out on the brief.
The first idea that I had was to create a thermo cup that holds all the ingredients needed to make coffee. The idea was to place the cup in the microwave and shake when taken out. I thought of this idea because barista style coffee is made with milk instead of water so by microwaving the milk and shaking the cup to combine with the coffee would create something similar to a real barista coffee.
After discussing this idea in the class sessions I decided to leave this idea as I wasn't sure if it would even work. I wanted to keep the idea of a thermal cup because I think it would be useful to the user as it fits in with a busy lifestyle.
I started again by jotting down some key words to try and spark an idea. I wrote down the key things the brief is asking for to help get it clear in my mind.
I thought that the campaign would be the skeleton to the concept so I made a new mind map to generate some ideas. I came across the phrase 'pleasure in the ease of an instant' on the brands website, this gave me the idea to base the campaign around the idea of instant access to the product to fit in with a busy lifestyle.
Concept
'Pleasure in The Ease of an Instant'
The campaign will communicate the ease of accessing the product for coffee lovers that have a busy lifestyle.
Product
The product will be sold in conjunction with a free reusable thermo coffee cup that has a unique I.D that can be scanned in vending machines in commuter hotspots to claim one free coffee refill a day. The vending machines will run for as long as the campaign, however, the cup can be kept and used for the foreseeable future.
Social Media
To launch the campaign through social media there will be vending machines outside retailers that sell the product. To receive a free sample of coffee the user will tweet the vending machines twitter name e.g. @NescafeAzera with the hashtag #Instantbarista. The hashtag will help promote the brand by trending the campaign on twitter.
In-store promotion
To help make the product stand out in-store, the vending machines outside will have graphics that trail off on the floor and lead the customer straight to the product on shelf. This ties in with the concept of instant access of the product.
Digital Development
The brief says you can visualise your ideas however you feel most comfortable, because I can't actually make the products I am going to have mock them up digitally.
Product/Packaging
I have kept the packing pretty much the same as the original packaging, the only difference would be the size as the cup would need to fit inside. The material would be the same as well because it uses tin which would protect the cup.
I used the variant device supplied in the brief pack and changed the colour to blue, this will feature across platforms to make the product and campaign be instantly recognisable.
Next I mocked up the thermo cup that will go inside the packaging. The coffee would be in a silver bag inside the cup. When the cup is removed from the packaging, the coffee bag goes back into the main packaging to keep it sealed. The silver band around the cup would be made from rubber to absorb the heat and protect the hand when being held.
I used gradients to try and make the mock ups look more realistic. I haven't done anything like this before so it was a new challenge. I think it could be done a lot better if I had the software skills but I'm happy with how they look.
On the back of the cup will be the barcode that gets scanned in the vending machines.
Each code will be unique to allow the machines to know when the user has received there free coffee refill.
Final Packaging and Product
In-Packaging Promotion
To make the purpose of the cup clear I have designed a leaflet to go inside the packaging. It uses the illustration from the brief pack to keep continuity.
Vending Machine
This will be the machine that dispenses a coffee refill when the thermo cup is scanned. The aesthetics of the machine take characteristics from the packaging to keep consistency.
The slogan will be on the front of the machines to promote the campaign and remind the audience of the brand colours and variant devices.
Final Mock-up
Social Media Vending Machine
The machine will have the instructions on to tell the user how to receive a free sample.
To illustrate how to make the product stand out in store I have mocked up how it would look. I have used the ribbon device from the pack as a means of way finding to lead the audience from the machine to the product on shelf. I thought about putting coffee facts on it but decided against it because the campaign is for people with a busy lifestyle.
Final Mock-up
Submission Boards
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