Planning the adverts (U20: P2, P3, M2, D1)

Learning outcome 2 (U20): Be able to plan a cross-media advertising campaign to a client brief. 

P2 (U20): Create a plan for a cross-media advertising campaign in response to a client brief

Plans

Plan for a magazine advert 

Carter Soft Drinks have explicitly requested that we create a magazine advert as part of the new drink campaign. Interestingly, the magazine advert will have a portrait display and be a singular page within a relevant magazine to ensure the correct audience is attained- selecting a relevant magazine will increase the chance of the ad reaching the correct target audience and subsequently ensure they trust it due to the magazine's pre-existing positive reputation. The advert will include a simple image of Phizzwizzard, the name, slogan, and an enticing colour palate for the targeted consumer as these are the key elements needed to secure success for the ad. Furthermore, the colour palate will likely be red, green, and blue to coincide with our billboard and convey a strong brand image, these colours are vibrant and thus reinforce the campaign's summer message to viewers of the advertisement. Additionally, the slogan we have decided upon is 'A taste of summer feeling' as it's a simple way to communicate the message for the new drink campaign and ensure we appeal to the correct audience of 30-something- olds as well as 13-18's.  

Plan for social media advert 

Carter Soft Drinks require an advertising campaign including another form of advertisement. For our social media advert, we will be advertising on all different social media platforms. There will be pop-up ads for it such as on Snapchat and Instagram, this will target the younger audience of 13-18-year-olds as these platforms are used mainly by them. Also, we will advertise on platforms like Facebook and Twitter, as these platforms are targeted at an older audience of 30-year-olds. We are doing this as pop-up ads, so when audiences are scrolling through the platforms, the ad will pop up and they will see an advert which stands out with bright colours like red, green and blue, this will make them read it as it appeals and will spread our brand. It will be a portrait image and will have the can with a summer item coming out of it and will have the Phizzwizzard logo as well as the company it's produced by in the bottom corner with the company colours. The can will be red and showcase what the product will look like and the product logo will be a retro font. The company logo will have a jungle font. The slogan will be 'A taste of summer feeling'.

Plan for video

Carter Soft Drinks require an advertising campaign including a video advert for their latest fizzy drink named Phizzwizzard. Our plan for the video advert is that it opens with a gloomy, cold and depressing scene which reflects winter and a cheerless mood. However, once the on-screen characters sip and consume the new strawberry-lace-like drink, they will be automatically transported to a content and vibrant summer scene which uplifts their spirit. The video conveys how the Phizzwizzard drink changes consumers' moods and creates a summer-like atmosphere which brings the summer energy. Therefore, the drink increases customer satisfaction and will gain mass attention as customers will want to purchase the drink to consume the strawberry-lace drink to bring the summer spirit to those who consume the drink, making them feel alive and ready for summer and the happiness it brings. We intend for our fun-filled video to reach both the primary and secondary target audience so they want to purchase the drink and consume it. The video will use a wide range of camera angles, movements and shots to create much meaning and have effects on the audience and convince them to purchase the drink.

Plan for billboard

Carter Soft Drinks require an advertising campaign including a billboard advert for their latest fizzy drink named Phizzwizzard. The billboard is going to be horizontal and must be intriguing to the target audience in order to attract them to the new Phizzwizzard drink. The billboard will include a photograph of someone's hand holding the new Phizzwizzard can which will be open on a slight slant making it look like the drink is about to come out. The name of the can 'Phizzwizzard' will also be included which is white and red, with a unique font. The billboard will also include the slogan and the colour scheme will include the colours red, green, and blue which all reflect either the strawberry-lace drink as well as a summer feeling. Carter Soft Drinks company logo will also be included which is green, white and yellow. The colours are bright and relate to summer which will attract both the primary and secondary target audience. The billboard will help to identify who our target audience is and get them hooked on our drink so they want to try it and will continually be loyal as the drink reminds them of summer. These billboards will be located nearby the audience, for instance, on trains, busses, and roadsides. 

Concept

Carter soft drinks have asked us to create an advertisement for their latest drink, Phizzwizzard. Interestingly, Carter soft drinks hope to appeal to a 30-something audience in addition to a younger audience in the 13-18-year-old range so the campaign created must appeal to this audience and generate awareness among the targeted consumers. The concept of the campaign we are creating will focus on the ability the drink has to help the consumer experience new emotions and settings by sipping the drink, our TV ad will demonstrate the way the drink can make you feel after consumption. The ad will begin with a cold, depressing scene but once the characters within the advert try a sip of the new Phizzwizzard drink they will be instantaneously transported to a happy, vibrant, summer scene. Interestingly, the concept implies that the new drink will improve consumers' moods and promotes the drink as a summer product. 

Objectives

The purpose of any advert is to persuade and generate awareness for your product amongst the intended audience, our advertisements hope to do this through a clear and impactful message. Furthermore, our billboard advert will feature common conventions like a slogan and product image to create the desired effect upon the audience and achieve the overall objective of increasing awareness of the drink. In addition, the primary objective of the ad is to promote the drink so audiences will purchase it and make the campaign successful overall, we hope to achieve this success through eye-catching and memorable adverts.

Content

There will be a video advert which will show the way the drink changes seasons from winter to summer. The billboard advert will have the advert's slogan, social media platforms, the product(the can), the company logo (carter soft drinks) and a QR code leading to the website, this background will have a summer look. The magazine advert will have the product, slogan and social media platforms in it and will have a background reflecting summer.

Genre

The video advert will have the pop genre because we will be using pop music like Watermelon sugar as well as setting the video advert in popular settings like festivals and beaches. Black and white filters will be used at the start of the advert to conform to the retro genre.

Target Audience

The primary target audience of the Phizzwizzard drink is a retro audience in their 30s. We aim to target this age group through our multiple advertisements which promote Carter Soft Drinks' latest fizzy drink which tastes like strawberry laces. Our advertisements will include a bright colour scheme which will intrigue the primary target audience as it reflects the colour of the drink: red. Furthermore, cans make the older target audience feel nostalgic, so they will be attracted to the drink being advertised and want to try it. The secondary target audience of the Phizzwizzard drink is teenagers from the age of 13 to the age of 18. The drink will appeal to this age group as they want to try a new fizzy drink to add to their favourites and will be intrigued by the bright colours and strawberry flavour. Our adverts which include for example billboard and television adverts will attract our primary and secondary target audience of both genders due to being able to reach them through their preferred platform with our red colour scheme projected. To suit our primary and secondary target audience best from all different socio-economic backgrounds best, the drink is going to cost 99p.

Resources & Personnel

Resources for television advert:

A camera - to record the content for the television advert 

Tripod - to put the camera on to keep it steady, making footage higher quality

Computer/laptop - to edit the television advert

Final cut pro - to edit the footage for the television advert together and add special effects to bring the project together

Props - to help bring the television advert to life. A prop for the television advert would be the can which is the most important prop of all as the whole production revolves around the new drink

Personnel for television advert:

Photographer - to record the video content for the television advert

Talents - the actors/actresses which will be filmed for the purpose of our television advert

Editor - to edit during the post production process which brings the television advert together

Resources for billboard advert, social media advert & magazine advert

A camera - to take photographs which can be used on the billboard, social media and magazine advert

Computer/laptop - for the production and post-production process - can produce the adverts and edit them

Photoshop - can edit the advertisements to make them most appealing to the target audience

Props - to have in the photographs such as the Phizzwizzard can

Personnel for billboard advert, social media advert & magazine advert

Photographer - to take photographs for the billboard, social media and magazine advert

Editor - to edit the adverts in a way that attracts the audience 

Graphic designer - creates the graphic designs for the advertisements so the designs can be added onto the adverts to make it perfect and bring the different adverts together to attract the primary and secondary target audience

Forms 

Carter Soft Drinks require an advertising campaign for their latest fizzy drink named Phizzwizzard. Examples of advertisements that could be part of the campaign include a billboard advert, television advert, social media advert and magazine advert. These different forms of advertisements will allow a mass amount of the target audience to be reached, in their own preferred way. For example, some people would be more attracted through social media whereas others would want to try the drink more by seeing a visual side through the television advertisement. The different forms of advertisements will be able to attract lots of people as there is an increase in awareness and customer reach, meaning a mass amount of people will want to try the new drink as they are intrigued by the taste and feeling of summer. 

Mood Board

This is the mood board we created, it includes colour palates, images and fonts relating to our advertisement. Interestingly, this mood board correctly showcases the various elements we wish to incorporate within the campaign for Phizzwizzard.

Pre-production schedule

The pre-production schedule we created below details the tasks which have/ need to be completed for the project and this schedule does this in a clear way so all members of the team ensure they know what they are doing and the project progresses efficiently. 

Gantt chart

M2 (U20): Justify the choice of planned components by the targeted media sector

Magazine advert

The magazine advert we are creating for Carter Soft Drinks will include a variety of conventions to entice the correct audience. The brief details its target consumer as a '30-something-year-old' who would mostly be attracted to the idea of a canned drink, therefore this must be a primary element of the advert. The use of a print magazine advert will help our campaign target this audience as they are likely to read magazines and therefore be exposed to the advertisement, increasing brand awareness. Additionally, we could print ads in related magazines such as BBC good food where our audience will likely already be looking for new food/ drink ideas and products therefore directly target potentially interested customers. Interestingly the advert will feature an image of the can, enabling the brand to emphasise this selling point- the target audience likely grew up with canned drinks and continuing this it'll allow the advert to gain the desired attention and response. Additionally, our magazine advert will feature a bright colour scheme including the colours red, green and blue to appeal to the younger (13-18) target audience who are typically enticed by vibrant colours/ images. These colours will help further reinforce the flavour (strawberry) as well as the campaign's summer theme, the message of the ad should be clear to all audiences to ensure the correct consumers are interested and we can trigger the desired response. Furthermore, the advert will appear within a magazine and should therefore stand out from other adverts/ articles to enable Phizzwizzard to gain awareness over alternative content. Moreover, our advert will contain a brief slogan relating to the overall campaign message, this will encapsulate the essence of the new drink and suggest to audiences the benefits of purchasing the drink.                                

Social media advert

The social media advert within the Phizzwizzard campaign will be vibrant to ensure it's eye-catching for audiences as they scroll through different social media platforms. The advert will be presented as a 'pop-up' ad to catch customers by surprise as they scroll through social media, using a vibrant colour scheme will help the advert subtly promote the summer theme and ensure the ad remains memorable for viewers. The target audience of '30- something-year-olds' will primarily use platforms such as Facebook and therefore social media ads on here will help the campaign to gain mass awareness by reaching our target audience and likely furthering audience reach through shares and audiences tagging friends in the ad. Furthermore, Facebook allows you to post targeted ads so you are able to choose a demographic to advertise to, helping gain awareness and overall increasing the success of the campaign. In addition, a portrait image of the can will be displayed in conjunction with a summer object for example a beach ball or sunglasses to further convey the summer-oriented message of our marketing campaign. Additionally, the logo for both Phizzwizzard as well as Carter Soft Drinks will appear on the ad so audiences can clearly see the brand and more easily recognise the drink, we must ensure these logos are bright and simple so customers are able to remember and identify the brand even after viewing the ad. Creating a memorable logo will increase the likelihood of customers purchasing the product once seen on the shelf in a store as they would have previously seen it and therefore further trust it. Furthermore, we will advertise on Instagram and Snapchat to engage with a younger audience for the drink as these are the most popular platforms for the generation and will use Facebook to reach an older target audience as this is where the older target audience is more likely to access the advertisement.   

Video advert

The video advert will include a variety of scenes depicting a sad, gloomy feeling but when the drink appears and is consequently consumed, the scene will rise in energy and begin to improve the mood of these scenes to a happy and vibrant one. Significantly, the message conveyed within this video will communicate to viewers that the Phizzwizzard drink boosts your mood and 'transports' you to a happy summertime scene, increasing the popularity of the drink as this likely appeals to the target audience. Interestingly, this advert will first premiere on chosen TV channels to best appeal to the target audience we will select channels which research shows are popular amongst our target audience, this will be a variety to ensure our entire target audience is marketed to. A video advert will help the success of the campaign as it better demonstrates the product and further communicates the campaign's message to audiences, increasing audience engagement. Additionally, the video will include the Phizzwizzard and Carter Soft Drinks logo, as well as the can which can be seen across the other advertisements to create a form of consistency across the campaign and thus ensure the audience is aware the various advertisements are linked. The logo is vibrant and simple to ensure its memorable, this will benefit the campaign as audiences will easily link the adverts together, increasing awareness and reputation overall. Finally, the video advert will feature a song in the background of the ad, interestingly this will further increase the memorability of the ad as this will act as both an earworm and an association. The song will be stuck in viewers' heads soon after watching the video, subsequently triggering the memory of the product under promotion. Additionally anytime the song is played, this will trigger the audience to recollect the product within the advertisement and therefore associate the product with the song, further promoting it even after the campaign has stopped running.       

Billboard advert

The billboard advert will feature many of the same conventions as the magazine advert with one key difference being the horizontal display. Traditionally, billboards are horizontal and we intend to stick with this as it will be better recognised and allow a larger format for designs- including the product image. Our product image will display a hand holding the drink at an angle - as if to pour out some of the beverage - implying the theme of sharing as well as showing more of the product (including the can and liquid). A billboard will gain mass exposure due to placing the large print ad in a popular location where audiences can quickly see the new product and thus be made aware of it. The billboard will likely pique audience interest and therefore increase engagement as individuals will search for the product after seeing an exciting and captivating billboard. Additionally, the billboard will display a varied colour scheme within the pre-set company colours to keep a consistent profile and ensure the same message is conveyed within this advertising medium. Interestingly, the vibrant colour palette we have settled upon will signify themes of summer as well as high energy to allow customers to understand the intended effects of the Phizzwizzard drink, this should be enticing for both the primary and secondary target audience. Furthermore, the logo used will be largely displayed on the billboard to ensure passing viewers are aware of the drink name and brand, the font we decided to use for the logo is a jungle font as we believe this ties in well with the strawberry laces flavour of the drink and depicts it well to the audience, it is also easy to read.  

D1 (U20): Discuss the legal and ethical constraints within the planned campaign

Legal Constraints

1. Libel refers to the written form of slashing someone else's reputation using negative claims which are untrue. This legal issue relates to our advertising campaign as it could impact the way we advertise, we would be unable to make false claims about other drinks in an attempt to raise the reputation of our own drink as if this was found to be untrue, our reputation would suffer. Furthermore, making false claims can lead to legal action or retaliation from the other drinks company which ultimately leaves our campaign in a battle with another, instead of fulfilling the true purpose which is to promote Phizzwizzard and gain satisfied customers. One way to resolve this issue if it were to occur would be to publicly apologise to the audience and the competing drinks brand and issue a statement of regret, this displays accountability so audiences can begin to trust your organisation again. Interestingly, a way to avoid this issue altogether would be to check your facts before publishing an advertisement, ensuring no laws were broken and no reputations were harmed. Interestingly, further precautions could be taken like not using any information to harm other brands at all, this will display maturity and reliability within your organisation and allow your audience to have positive associations with Phizzwizzard as well as Carter Soft Drinks. 

2. Talent release forms protect a media production company from legal issues relating to using something without permission, for instance using a model in a photoshoot for the advert without acquiring the correct permission first can result in legal action. Interestingly, our advertisements feature actors and models to assist the promotion of the drink- within the billboard ad a hand will be holding the can and therefore we must ensure to obtain the proper permission to use this image of the model's hand. If the model isn't asked to sign a talent release form to allow the production company to use the image then this individual would be able to serve the company with a lawsuit to gain the rights back to their image- costing the organisation lots of money. Furthermore, the talent release form will enable the organisation to hold the exclusive right to the image and therefore use it at their own discretion, in both current and future projects or for-profitable use, for instance selling the image to gain revenue. The image - if only used by the media organisation that owns the rights-  will be unique and consequently gain more attention from audiences. Ultimately, to resolve any legal issues which might occur in relation to not acquiring the correct permission the company could use a different image or pay the 'talent' the appropriate fee for using the photo. On the other hand, ensuring all models and 'talent' sign the talent release forms before continuing on the project will help protect the organisation and avoid any legal action altogether.  

3. Song licensing is purchasing the rights to a song or piece of music, later used for commercial purposes. Within the Phizzwizzard video advert, the popular song 'Watermelon Sugar' will be featured in the background as it links well with the message of our summer campaign as well as the flavour of the strawberry laces fizzy drink (due to the fruits featured in the lyrics). Significantly, this song will be difficult and expensive to acquire the rights to due to the popularity of both the song and artist, so ensuring we are able to obtain the rights will be essential or it will lead to major legal actions and poor reputational consequences. The song is essential in reinforcing our message so if we were to use the song illegally it would cause the organisation to face major fines and could bankrupt the organisation altogether. Therefore going through the correct steps of the process will secure the company from any legal issues which could arise. However, if a legal issue did occur, the media organisation could resolve it by paying the correct fee to the legal owners of the song rights and issuing a public apology in an attempt to restore its reputation within the industry.

4. Intellectual property rights is another legal issue which must be considered when creating an advertisement for a new drink as you must ensure both the product you're advertising, as well as the ideas for your campaigns message are original. Interestingly, this rights act ensures no logos, names, or ideas are stolen and protects these elements under legislations so no one is able to profit off your ideas. Phizzwizzard must ensure the recipe and idea of the drink is unique to their company to ensure no other companies have the same product as this can lead to a lawsuit. If this legal issue occurs then the company can pay a fine, apologise or settle an agreement with the rightful owners to share a percentage of the profits. This will allow the owners to receive money for their idea without having to do any additional work and enable the company to continue making revenue, therefore neither party will make a loss. Furthermore, a way Carter soft drinks can avoid this issue altogether might be to carry out research before hand to ensure the idea hasn't already been created or used and therefore feel secure in the knowledge that Phizzwizzard is unique to their brand.   

Ethical Constraints

1. One ethical issue which could affect our advertising production might be misleading information promoted throughout the campaign. The primary message of the Phizzwizzard campaign is the drink transporting you to a summer scene, instantly allowing consumers to feel happier, many audiences will understand this to not be a literal effect of the drink however younger, impressionable audiences might expect this to happen. When this doesn't work, audiences might feel misled and let down by Phizzwizzard, so the campaign should try to specify that this is not actually what happens as a result of consuming the drink to ensure no audiences are left feeling deceived. Furthermore, this isn't a legal issue as the campaign hasn't officially claimed these to be the effects but it can be an ethical issue as it might damage the reputation and subsequently impact the sales of Phizzwizzard. Interestingly, to avoid this ethical dilemma the advert should put a disclaimer on the ad to protect the company if any issues were to arise. If the issue did occur, the company could consider altering the slogan to make it clearer to audiences that the drink did not literally transport you to summer and in this way avoid any confusion.   

2. Promoting unhealthy products is another potential ethical issue which Carter Soft Drinks and the Phizzwizzard campaigns might face during this advertising campaign. The product up for promotion isn't the healthiest drink so this is difficult to avoid but the campaign could feature a disclaimer or message advising customers to consume in moderation to avoid causing health issues. Significantly, this ethical constraint will impact the way in which we advertise Phizzwizzard as we don't want to be responsible for any audience to overindulge in the drink and must consider how to safely advertise Phizzwizzard. One way to avoid this ethical issue might be to clearly include the health information including sugar and calorie intake within the advert and on the can so its obvious to audiences what they will be consuming, avoiding any ethical dilemmas which may arise from the promotion of the unhealthy product.

3. Stereotyping is a serious ethical issue which could majorly impact a company's reputation if it's done within an advertisement or other media project. While this activity isn't illegal, many people view it as immoral and wrong, therefore damaging the reputation of anyone (or company) who partakes in stereotyping. The video advert will include scenes of people enjoying the summer drink and if any characters within the video ad are seen to be stereotyped this can lead to issues relating to the reputation. For instance, if women are portrayed in a particular light within the ad this can be seen as offensive in current society and will therefore cause the advert to gain a negative reputation, this could jeopardize the integrity of the campaign and consequently the drink and Carter Soft Drink brand as a whole. One way to avoid this would be to ensure all content within the adverts is 100% accurate and not offensive to any audience, this can be researched using questionnaires or focus groups to learn if the content is appropriate for the targeted audiences.  

4. Environmental concerns could follow Phizzwizzard due to the metal cans used to contain the new drink. Furthermore, this can have an impact on the campaign as audiences might be concerned about the impact of Phizzwizzard on the environment and therefore have pre-existing judgements about the drink so the advertisements must work harder to gain positive audience attention. In addition, factories used to produce this drink can be considered and added to the negative environmental impact the drink is seen to have. However, the campaign creators are able to help reduce the effects of these ethical issues by reassuring audiences of the efforts of Carter Soft Drinks to help the environment, showing audiences that the company care, and helping restore the reputation. Additionally, the campaign could promote recycling as this will reduce the effects of the cans on the environment and further showcase the organisation's adequate morals to audiences.  

5. The ASA is a regulatory body that manages advertisements appearing anywhere, in any form, and advertising organisations must adhere to the rules and regulations set by this regulatory body to ensure the advertisement is allowed to run. Remarkably, the ASA can impact our Phizzwizzard campaign if we do not follow the rules set- this authority can ensure the advertisements are not run and therefore our ads will not be viewed by audiences. Subsequently, if the advertisements do not reach desired audiences the sole purpose, of promoting the drink and gaining awareness, won't be achieved. Furthermore, the ASA could present the media organisation with legal action such as fines or even revoking their right to broadcast any ads in the future. Interestingly, this will massively affect the company it means they can no longer operate and could additionally pay a large fee of profits toward the ASA fine so the company must make sure the rules are correctly followed to avoid this. Our advertisement will include features of the drink and some summertime scenes so there shouldn't be anything directly offensive or inappropriate. Although some individuals might find summertime outfits slightly inappropriate for child viewers, so we will ensure all clothing is appropriate for all groups within the audience to avoid offending anyone. Finally, resolving these issues would include the company publicly apologising to audiences to ensure offended individuals were able to feel understood and subsequently trust the company further.    

P3 (U20): Create a pre-production plan for the media components in the planned advertising campaign.

For this task, I worked with Mimi and Scott

Storyboard

Shot-by-shot list

Visualisation diagrams: billboard and magazine

Location release form

Model release form

Location recce

Risk assessment 

Magazine convention research

image: https://i.ebayimg.com/images/g/N~UAAOSwMcxiS2gK/s-l400.jpg

Magazine adverts have a set of conventions which enable the organisation to gain awareness for the product under promotion. Interestingly, Coca-Cola has used a range of conventions to keep a level of consistency throughout its overall brand- creating a brand image. The colour scheme of red and white links well with the packaging and the boldness of the red helps the advertisements to stand out amongst competing ads. Furthermore, the magazine features the product's slogan to clearly communicate the message to audiences- CocaCola has a primary audience within the younger generation of 10-25 and therefore the slogan uses informal/ younger language to increase the appeal. In addition, the font used in the advert is simple and bold so it's easy to read even if the viewer only glances at it for a short moment, the sans serif typeface ensures the text doesn't distract from the primary focus of the ad which is the product image. Finally, the convention of using a product image within the advert has been continued here, a photo is clearly displayed in the centre of the page. Significantly, using this image allows the product to be showcased and further entices audiences to purchase the product, allowing the promotion to succeed. 

Billboard convention research

image: https://pbs.twimg.com/media/EY2BccUWkAAwSPJ.jpg

Typically, the conventions of a billboard include the name of the product on sale to consumers, along with an image for the audience to visualise. Other conventions include the name of the company producing the product along with a certain colour scheme which can be associated with the business so the audience relates certain colours with the company and products. An example where typical billboard conventions are displayed is by Coca-Cola. Coca-Cola always uses their standard red and white colour scheme in every advertising campaign to represent the drink and company. By using the colour scheme endlessly, they are able to emphasise the product to the audience to ensure they know what product is being advertised just by seeing the visuals. Their slogan was "Open Happiness" but recently changed after 17 years to "Taste the Feeling" to convey their product along with the message and happiness it brings just by how tasteful it truly is. The fonts used, slogan and colour scheme can all be associated with Coca Cola so the audience can always sense a Coca-Cola advert in the distance from miles away. The image of a Coca-Cola advert on a billboard is seen below, conveying their company throughout, even though the girl's colour of clothing, emphasises the product and the joy it brings through her facial expressions. They keep their billboard advertisements short but sweet, to emphasise the product in a simple way to their primary and secondary target audience.

Video convention research 

https://www.youtube.com/watch?v=eOMhOjgNd7Q 

Video adverts have sets of conventions which enable people to gain awareness of the product under promotion. Coca-Cola has used a range of conventions which are consistently used throughout the brand. Throughout the video adverts, Coca-Cola has upbeat music. Product placement is used throughout the advert to show how cold and fresh the drink is as well as showing 'the way coke makes you feel' The placement of the products are in places where you can get it like corner shops and also placed with groups of people to show that the drink is for sharing as well and that all ages young or old can enjoy the drink and get the same reaction. The dancing and having fun appeal to the primary audience within the younger generation of 10-25 because it's upbeat music in which the primary audience might listen to or listen to the same genre therefore will be interested to watch the advert and buy the product. The colour scheme of red and white links with the packaging and the close-up of the product helps the advertisements to stand out amongst competing video ads. Additionally, the bright colours stand out which allows the audience to want to watch on as the bright colours might engage them to carry on watching and buy the product. Coca-Cola has a primary audience within the younger generation of 10-25 and therefore the video looks informal to increase the appeal.

Research into competitors (drinks)

image: https://freight.cargo.site/t/original/i/0b5b4fed29853b3f88ebd31affde2839c39cab69673c4a5e3918761e4ed0892d/AM_72S_FANTA_05.jpg

Fanta is a major competitor for Phizzwizzard due to the similar products sold by the two companies, Fanta has a range of flavours however they primarily advertise the orange-flavoured fizzy drink as this is the most popular. The orange flavour of the drink has influenced the organisation's campaigns, where they now use a very prominent orange colour scheme for all their ads- this uncommonly used colour helps the drink stand out and gain awareness from the target audience. Furthermore, the product uses a 'bubbly' font for the packaging and this is also used within the adverts for the slogan and brand name. Interestingly, this font connotes the fizzy/bubbly feature of the actual product and therefore further entices customers to purchase the drink as they enjoy a fizzy/refreshing beverage and understand this to be one, concluding from the ad. Finally, the advertisements produced by Fanta often feature a product image surrounded by the liquid to fully showcase the product under promotion- this gains awareness for the drink and helps increase brand recognition. 

image: https://i.pinimg.com/originals/26/e0/3e/26e03ec5039893ddc3cb6037c638301c.jpg

Another competitor for Phizzwizzard would be Sprite, this company creates fizzy drinks and is often promoted for summer, consequently becoming a direct competitor for Phizzwizzard due to the similar campaign message. The drinks company use a white and green colour scheme, this simple colour palette successfully conveys the refreshing, summer theme of the drink and therefore ensures the message is well understood by the audience. Additionally, Sprite uses a sharp font encased within an explosion shape, this is used for the packaging as well as the advertisements. Interestingly, this explosion shape in collaboration with the font depicts an idea of a bursting bubble and thus ties in with the product, creating an overall consistency. Finally, Sprite has used celebrity endorsements to attract their target audience of young adults, these celebrities have been featured in ads and therefore help reach a wider audience, increasing overall awareness and knowability for the drink. 

Treatment for the video advert

The video production is going to open in black and white, with slow, depressing music in the background to convey their depressing mood during winter, with a few people in mise-en-scene being upset. The black and white feel of the video advert will appeal to the retro primary audience of 30-year-olds. There will be a number of blacks and white shots and scenes, which portray the character's sadness. Shortly, they will meet a stranger who will give them a can of Phizzwizzard, they take a sip and their face straight away lights up. They will then look down at their watch, which suddenly ticks very fast, conveying how they are being transported to summer. The depressing music will change to upbeat, happy, popular music which conveys their cheerful mood. This, therefore, attracts the younger secondary audience who listen to this type of music all the time, proving how happy and content the new strawberry-lace drink makes consumers. As they are transported to summer, they complete summer activities, including going to the park, swinging on the swings, playing catch along with sunbathing. Throughout these shots and scenes, the Phizzwizzard can be seen throughout. Furthermore, the last shot will pan up to the sky to soon reveal the Phizzwizzard logo along with the slogan. The production will include 10 scenes, made up of 16 shots, with various shot types such as close-ups, and long shots throughout the minute video ad. The video advert will also use a variety of angles and movements like tracking shots and panning. Pre-production will focus on adding FX-like sparkles and the Phizzwizzard logo to convey to potential customers what is on sale.