Design Context: OUGD503- Nescafe Azera Research

Brand Website/History

I started my research of by looking at the brand website to se if `i could gain a better understanding of the company and product.

I found a section on the site about the history and benefits of coffee.

These two stood out to me because of the word senses, this could be the underline message of the campaigne.

Packaging

The brief is asking for a product innovation which can be interpreted in many ways so I thought it would be a good starting point to look at the existing packaging for the product.

The brief states that the target audience are young professionals with a busy life style. I think the metallic colour of the tin and the brown and orange work well to communicate to a contemporary audience.

Advertising/Promotion

The brief is also asking for the product to be launched through a campaign by means of social media and in-store. I wanted to have a look at existing promotion for the product to get some ideas.

The use of billboards and posters ext could be a good means of promotion and to widen the the use in the context. This could help to direct the audience to the social media or store.

Existing Concepts

Creative Social Media/Campaign Examples

-Understand the audience that frequents different social media platforms.

-Present content in innovative ways.

-Provide incentives for people to engage with the organization or brand.

Starbucks

I like the idea of engaging the audience with the product by giving an incentive. Twitter could be a good platform to do this as its easy to access and can generate publicity by trending.

Douwe Egberts

This idea is really innovative, it uses face recognition technology to detect people yawning which intern dispenses a free coffee. Using a vending machine to give an incentive could be an engaging way to attract interest.

Existing Packaging /other brands

I wanted to see what kind of packaging was on the market to see if I could take ideas from.

Having a limited edition packaging to work along side the campaign could be effective as well as having a free gift. This could show appreciation to the customer and build loyalty.