Project
Launch new women’s beer brand ‘Assoiffe’, this is a part of the Foster’s brand, who are second largest nation wide beer seller in the UK.
Background (Who are Fosters/Assoiffe)
Having already experienced success in the male market and with limited room for growth due to the enormity of competition, the female target market will now be targeted through a separate brand called Assoiffe.
Why Assoiffe?
Assoiffe is the French definition of thirsty, adding relevance to its association with a new refreshing beverage. The name is sophisticated whilst at the same time not intimidating, and although the majority of the target market will not know what the word means, it will be effective in the same way that many customers are not aware that Artois is a region of France.
Who is the target audience going to be?
- Women between the ages of 18-34. They should be considered as women who like to go out and have a good time.
- Do not take themselves too seriously.
- Working class women will be targeted, as by not representing the brand as a premium beer it would be harder to attract the attention of the middle class.
- The target market is easily influenced by both celebrities and popular female icons. Additionally, they are also heavily influenced by fashion and will willingly follow trends such as UGG boots. They also see themselves as trendsetters.
- They enjoy going to popular summer holiday destinations such as Zante, Ibiza and Malia with their friends. In addition to pop music festivals.
- Popular music artists such as The Saturdays and Cheryl Cole are likely to be listened to, due to the target market having quite a mainstream music taste.
- High frequency users on Social networking websites.
Why don’t some women buy beer?
- Assoiffe believe that the main reason that women do not buy beer is because they do not feel comfortable doing so because of the ‘manly stigma’ that is attached to drinking beer. Nothing masculine can be used.
Core proposition
- A large aspect of this new campaign is the new woman’s beer glass that has been developed in order to increase the number of women that drink Assoiffe beer, by moving away from the pint glass stigma of ‘manly’.
Tone of voice
- Slogans at the end of advertisements will be spoken in an enthusiastic excitable female voice (Around 25 years old). This should be consistent in all advertisements.
Purpose of campaign + objectives
- To make women feel comfortable drinking Assoiffe beer and build awareness of the unique Assoiffe beer glass and the brand. Communicate the message that drinking Assoiffe beer is both something that is normal, fun and trendy.
- Become the first major women’s beer brand within the UK.
- Gain a complete market share. Help build a brand image strong enough to ensure that barriers of entry are high if other rival firms try and introduce a brand to target the female market.
Mandatory
- Include the Assoiffe brand LOGO.
Story board 1
Frame 1
Sun is shining and pop music is playing whilst three girls dressed in sarongs relax on the beach.
The weather is very sunny.
Girl A 'Time for Assoiffe?'
Girl B 'I think so!' (Said in an excited voice)
The girls giggle to again show their excitement.
Central camera starts to focus on the girls, before zooming in on the Assoiffe beer, then back to the girls.
Frame 2
Hear the bottle of beer opening, in addition to the waves and seagulls.
Camera angle shows the back of the girls as they are pouring Assoiffe from the bottle into the unique women's beer glass as they overlook the sea.
Frame 3
Girls clink glasses together and both say 'cheers' to each other in a chirpy voice.
Close up of the glasses and the girls as they take their first sips, showing them to look refreshed as they say 'ahh'.
Frame 4
Suddenly a storm begins over the sea immediately after the girls take their first sips, indicating that it is drinking Assoiffe that has caused the change in weather.
Camera angle zooms out into the sea as if the girls are looking through a telescope, it then zooms back quickly.
The three girls can be heard gasping in shock but do not sound scared, more excited.
Frame 5
The girls look at each other in amazement about how such a lovely day has turned into a thunderstorm.
Camera zooms in to catch their faces to show the shock.
Thunder is heard but at no time do the girls look scared, more shocked and excited.
Camera starts behind a large wave coming towards the shore, before coming round from the left side of the wave to display 3 mermen, a dolphin and a 'party boat' with lots of people having a good time on board.
The mood changes after three seconds into the frame as backing music from 'you sexy thing' made famous by hot chocolate will be played in the foreground, after achieving copyright permission.
Listen at: http://www.youtube.com/watch?v=E3fX2_bxEkg
Frame 7
The girls once again look at each other (shown centrally from the camera whilst zooming in on the girls faces), squinting whilst looking out to sea.
Camera then once again follows the boat, dolphins and mermen as they move through the sea. Camera comes from the left side of the wave to a central position, moving backwards as they approach the shore.
The music fades out as the camera zooms in on the girls as they look at each other in complete shock whilst the boat, dolphin and mermen approach the shore.
Frame 8
The oncoming group reach the shore as the camera zooms in on them. The camera then switches to the girls faces (still shocked). The mermen, dolphin (who is humanised) and the people on the boat mount the beach and there is an awkward silence.
The camera then zooms back to girl A's face and after a brief pause to continue the awkward silence she then shouts 'PARTY' in an excited tone, which is responded to by cheering from all. The music then re-starts as the new arrivals begin to dance along with the girls.
Camera angle starts on the three girls before zooming out to show everybody on the beach and keeps zooming out until the people become very small and only the sea and beach is clear.
Frame 9
Music continues. As the camera angle zooms out it then shifts left, looking out to sea, it then moves directly upwards to show the sky. The slogan 'BRING THE JOY' is displayed as shown in the frame along with a beer glass and the Assoiffe logo.
The slogan is vocalised by a young female voice (aged 25), who energetically says 'bring the joy' followed by a reminder for customers to drink responsibly.
Storyboard 2
Frame 1
Camera starts from a distance before zooming in on two girls who are smartly dressed at a small outdoor party event in the middle of the day.
The weather is very sunny.
These two girls come across as 'stuck up', and do not appear to want to be at the party.
The women are drinking a generic alcoholic drink (not beer).
Girl 1 ' Does this wine taste corked to you?
Girl 2 ' I don't know but it's revolting darling'
Tone indicates that both women believe themselves to be above the party that they are at.
Frame 2
The camera moves right to show a different group of girls at the other side of the party.
These two girls are of a similar age to the other two women (around 22) but appear to come across as much more fun.
These women are drinking Assoiffe in the unique women beer glass.
Taylor Swift's song '22' will be playing in the background, after copyright issues are concluded.
Listen at :http://www.youtube.com/watch?v=AgFeZr5ptV8
Girl A ' This party is so fun'
Girl B ' I know beautiful weather and Assoiffe, what more could you ask for?'
Camera angle is centrally focussed on the two girls before shifting right to display box of Assoiffe beer, then returning centrally to the girls.
Both girls are very happy.
Frame 3
A boom is heard not far from the party. The music stops. Camera is initially covered in dust and gradually pulls away to make it clear that something strange has fallen from the sky and hit the floor.
Frame 4
As the dust clears, the camera starts by focussing on the floor before lifting up to reveal animals, clowns and stereotypically attractive topless male waiters.
Hot chocolates song 'You sexy thing' begins to play as they approach in slow motion (music only no vocals), Copyright permission will be neccesary. Camera angle shows them walking towards the camera as it stays stationary.
Listen at: http://www.youtube.com/watch?v=E3fX2_bxEkg
Frame 5
The camera zooms in on the faces of the two 'stuck up' girls as they appear shocked and excited at what is happening. Their facial reactions, which represent shock, are shown in slow motion as the music continues.
Frame 6
The camera is positioned about 10 meters in front of the 'stuck up' women, giving an overall view of the area surrounding them.
The advertisement is no longer in slow motion as everyone walks straight past the women without even acknowledging them.
The camera zooms to focus on the two 'stuck up' womens faces once again as they appear offended and shocked by the snub.
Frame 7
The camera centrally shows the two 'fun' girls faces as they carry on having a good time.
As the clowns, animals and male waiters approach, there is a silence as they stand in front of the girls awkwardly, the camera shows the back of the new arrivals and the faces of the women. After a two second silence one of the girls shouts excitedly 'PARTY', which is met by cheering and the Hot Chocolate backing music resumes. The camera angle centrally zooms out to show the two fun girls and the new arrivals having a good time at the party.
Frame 8
The backing music continues. As the camera continues to zoom out, it drifts off to the right, moving through trees and other plants. The slogan 'BRING THE JOY' is displayed as shown in the frame along with a beer glass and the Assoiffe logo.
The slogan is vocalised by a young female voice (aged 25), who excitedly says 'bring the joy' followed by a reminder for customers to drink responsibly.
References
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Melancon, C (2012) RIP- BEACH GIRLS. [Online] Available at: http://zefiracks.deviantart.com/art/RIP-Beach-Girls-309502258] [Accessed 11th April 2013]
Melancon, C (2012) RIP- BEACH GIRLS. [Online] Available at: http://zefiracks.deviantart.com/art/RIP-Beach-Girls-309502258] [Accessed 11th April 2013]
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TaylorSwiftVEVO (2013) Taylor Swift - 22
[Online] Available at: http://www.youtube.com/watch?v=AgFeZr5ptV8
[Accessed: 10th March]
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