The brief
Creativily think how we can advertise Shloer as recent sales are suffering.
The insights
The branding of Shloer is too feminine. Shloer is located on the water aisle in the supermarket. Shloer is consumed within the home. Finally, Shloer is a non alcoholic drink which means anyone can drink it.
The proposal
"Shloer brings everyone together."
Branding: Logo & House Style
The New logo. we have modernised the design and introduced a colour which will appeal to males without alienating the strong female market that currently exists. The kerning is intended to cause each letter to touch relating back to the proposal. On packaging, the ‘O’ in Shloer will be transparent to create negative space between the logo and colour of the drink.
The New logo. we have modernised the design and introduced a colour which will appeal to males without alienating the strong female market that currently exists. The kerning is intended to cause each letter to touch relating back to the proposal. On packaging, the ‘O’ in Shloer will be transparent to create negative space between the logo and colour of the drink.
Branding: Packaging
Changing the bottle shape to appeal to males reinforces the proposal of bringing everyone together because the bottle is suitable for many ages and both men and women.
It reflects a more premium soft drink.
instore flyer promotion
People will receive a flyer via post inviting them to attend their local Tesco where a Shloer event is taking place. They are told to ‘follow the bubbles’ in store. A further incentive is a £1 off voucher to make the visit to the store more appealing.
Instore experience
The idea of the use of the vinyl bubble stickers are their would be 3 different paths of bubbles within on floor, it is up to them which path they choose to follow. However relating back to the proposal of bringing everyone together each path of bubbles all lead to the same place: the Shloer aisle.
The shloer instore aisle party
The Shloer aisle will have tables in it with free samples of Shloer flavours. On the tables will be cardboard cut outs of celebrities who are popular answers to the question: who would be your dream dinner party guest? The customer is encouraged to try Shloer and take pictures with the cut outs which they may then post to twitter with the hashtag #dreamdinner. The event is a light hearted feel with the aim of bringing people together in this aisle for the purpose of the event.
Social / Digital
The social aspect of this campaign focuses around Twitter and Instagram. Have you ever been asked who your dream dinner guest is? Well Shloer are asking the target audience to engage over twitter with the hashtag #dreamdinner.
After people engage online Shloer could take this further by responding with tailored images (similar to the eblow image) corresponding to users’ dream dinner guests. This makes it more personable and encourages other users to engage because they can see how Shloer respond.
Social/digital
At a later stage in the media plan Shloer can run a competition that encourages people to get together with friends or family drinking Shloer and then to post their pictures on Instagram. below shows. The incentive is that they have the chance of being featured in a future ad where their photo is centre stage.
Ambient
Shloer are targeting areas where people generally congregate, such as bus stops, and branding them. It’s a fun way to play on the environment and engage people by making it seem as if Shloer have brought these people together.
Print
This print example plays upon the time Kanye West ran on stage during Taylor Swift’s award speech. Humourously the campaign makes out the reason Kanye ran on stage was to give Taylor a bottle of Shloer. Shloer really is that important.Digital also uses celebrity examples so using celebrities across print too links these elements together. The use of celebrities
Print
the idea Shloer is bringing together the Gallagher brothers and ending their long feud. The print ads create emphasis on the idea of bringing people together rather than the product itself. This creates more of an engaging platform for the consumer
Strategy / Media Plan
