The Brief
My Response
At first I mulled over various different ideas, including a 'Where's Wally theme' to tie in with 'Find' Kopparberg, a 'Suffragrettes' theme for 'start something', all the way to a video game theme (paying attention to the start button) and coffee (starting the day). I thought all of the these ideas were quite weak and wouldn't appeal to the target audience. I finally decided to go with the idea of 'At the Core of Everything Epic, You'll Find Kopparberg', where I kept the colours in line with the Kopparberg theme of black and gold. I liked the concept of the 'Epic Core' as Kopparberg is fruity, therefore it ties in well with the product. I decided to use a painting of an apple core in my poster as this adds to the 'epic' feel, as oppose to using just an ordinary apple.
Scamps
Kopparberg Initial Poster Idea
Creating the App
Kopparberg Initial App Design
After realising that there is nothing drawing consumers towards downloading this app, I had to rethink my ideas. I decided to opt for a Kopparberg version of 'Fruit Ninja', as it appeals to all ages and can be quite addictive. Instead of slicing an array of fruit, I decided to include only fruit that is used as flavours in Kopperberg drinks, hence tying the app back into the Kopparberg theme. For this reason, I changed my app design to include juice from the sliced fruit.
Second Scamps
I ended up having to change my initial poster, given that it did not feed into my app very well anymore. I still liked the concept of the 'core', however, in order to tie it into my app, I had to change it to the 'Fruity Core' instead of the 'Epic Core'. This can still appear to the male target audience, even though some may argue that the term 'fruity' may have feminine connotations.
Solution
I have produced a poster and an app. I decided to change my initial poster design and concept to match the app. This way, consumers will know that both the poster and the app are linked to one another. I think that this poster is more effective, due to the fact that it is much more vibrant and appealing. It still appeals to the target audience of relatively affluent 25 - 34 year old males because of the whole concept around the app. This app will draw consumers in, offering them the opportunity to win a FREE Kopparberg by simply playing a game. This Fruit Ninja - like game is hugely compatible with Kopparberg, given that the fruit in the game will correspond with the fruit in the drink's ingredients, and therefore, playing on this app will only further increase consumer interaction with the brand.
Final Ideas
As the Kopparberg colours are black and gold, I have incorporated elements of this into the poster, for example, in the background. I like how the whole poster gives off a more inviting vibe through the use of brighter tones, such as this gold, rather than using a black and gold gradient background, as I did before.
Created using Adobe Photoshop.
The App
The app is a game whereby consumers slice Kopparberg fruits. The aim of the game is to slice the most fruit, so that consumers may achieve objectives. By achieving each objective, players earn one fruit stamp as a reward. When players earn five fruit stamps they can claim one FREE Kopparberg. This app would be fully integrated with Facebook and Twitter, so that players may share their highest scores with their friends and followers, which are most likely the same demographic as themselves, hence Kopparberg would be advertised to more target consumers, and would gain more awarenesss.
