Nailing the Concept, Defining the Audience and the first week crits

As we prepare for the first crit of the module, we now believe we have a strong and relevant concept and a target audience that will tie in with the product and the ideas that we have currently.

After looking over the brief numerous times we have made the decision that Feel Good Drinks, do not know what they want from this brief. We have therefore decided to create what we believe to a brief that answers what they want but also gives us a platform to readjust the target audience so to develop the brand beyond its current state.

Our target audience is people who are generally unactive but they aspire to be healthier. The concept is to make people more active. This will be surrounded by an event we are organising initially for the Glastonbury music festival, but the event could travel the country to many more festivals during the summer.

I researched into the Glastonbury festival and found out that this could not be a more perfect opportunity to develop the brand and raise its awareness. After researching we know that Glastonbury is an ecologically and ethically driven event and we hoped that Feel Good could be seen in the same light as Glastonbury and we would also think the brand values of Glastonbury are representative of Feel Good.

In simpler terms we hope that the eco mad people might think our brand is better because its a Glastonbury, and represents similar values.

Key quotes from my research

'The more commercial aspects are around the Pyramid, Other and Dance Stages.'

'Everyone is here to have a wild time in their own way.'

'The overall vibe of festival is constantly mellow and friendly.'

'There will be enlightenments, awakenings, surreal happenings, Damascene epiphanies and people doing the strangest things in public.'

'41% of people have positive feelings about brands that sponsor music festivals.'

'40% of people have positive feelings towards brands that advertise at festivals.'

'- but often it will be people spontaneously reacting to the spirit of the festival.'

'Often, your best memories of the festival will be of new things that have startled you with their brilliance.'

'Going to a festival is the most exciting thing 44% of respondents have ever done.'

'It's clear that the positive environment of music festivals will continue to lure brands in.'

'...even welcoming them (brands) and believing they have a positive effect on their festival experience.'

(festival goers) '...the other bonus is they're all the more receptive to brand trial.'