This is the first draft idea, it fits nicely with the other portfolio pieces so far, but it really needs some work. I think it can be developed much further. I might use some of the people images I have as i really like these Coke adverts.
Whilst the other ideas work, they don’t fit with the overall theme created so far. I can use them for something else. I’m going to use this last one, as a double page spread in a mag.
So I set myself the challenge (ok it’s not really a “challenge”) of making Rekorderlig’s 5 Summer cocktails.
So you know Rekorderlig?….maybe not. It’s a delicious fruit cider all the way from Sweden. BUT its not just any cider. NO! It’s a cider that can change your summer… by helping you discover the freshest, easiest, yummiest and awesomist cocktails ever. What really!? I hear you cry…just you wait and see.
So you might have seen lots of their advertising dotted around Facebook,Instagram, in magazines and their recipe cards in stores, telling us to discover something new, by making Rekorderlig’s 5 Summer Cocktails.
Rekorderlig Bramble Bush Cider Cocktail with fresh blackcurrants, garnished with lemon
So I thought I would take on the “challenge” and let you all know what really happened when I attempted making Rekorderlig’s 5 summer cocktails.
So on the way home from work I popped into my local supermarket (Rekorderlig is stocked at all BIG supermarkets) to gather the ingredients to make one of Rekorderlig’s 5 summer cocktails the “Rekorderlig’s Bramble Bush Cider Cocktail”.
I was pleasantly surprised…it was SOOO easy! With all the cocktails only having 4 ingredients, it was a much easier, lighter and cheaper shopping trip than if I’d tried to make my normal choice of cocktail (a raspberry mojito btw).
Rekorderlig Wild Berries
Chase Blackcurrant Liqueur
Gordon’s Gin
Blackcurrants
Lemon
ALL THE INGREDIENTS YOU’LL NEED!
So we all have busy lives and we want to make impressive cocktails but with minimal effort. So again a nice surprise as these were super easy, super impressive and you literally just chuck it together!!
Now, whilst mine didn’t look as fancy as the one in the recipe card (obviously). I’m pretty darn proud of it….so proud that I even added a mint leaf, you know, just my own little signature touch! I really think with another go I could rival the original.
Emily’s attempt at a Rekorderlig Bramble Bush Cider Cocktail
Over a few different occasions, including a family picnic, and a trip to the beach with the boyfriend, I tried making the other recipes (with limited equipment and a little sand as an extra) and safe to say I was not disappointed, they all lived up to their delicious expectations and I know I keep saying it but SO EASY! You guys need to try it yourselves.
So after all of this…what happened I tried making Rekorderlig’s 5 Summer Cocktails? Well I made really delicious, easy, refreshing cocktails, using simple fresh ingredients and a couple of bottles of Rekorderlig Cider! Whats not to like?
My attempt at Rekorderlig’s Peach and Pear Fizzz
My attempt at Rekorderlig’s Strawberry and Lime Cider fizz
My attempt at Rekorderlig Apple and Elderflower Cider Cocktail
Try your own and vote for your favourite cocktail recipe at Reckorderlig.com!!
Check out more Rekorderlig fun and awesomeness on our Instagram, Facebook
Rationale
Rekorderlig Cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town, 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.
The Challenge
To increase awareness of the brand Rekorderlig Cider.
The Solution
The introduction of Rekorderlig Cider as a base for summer themed cocktails.
The Result
A predominantly visual campaign showing 5 cocktails that can be made from a base of Rekorderlig cider.
The Business Objective and the Position in the Customer Journey are Awareness Raising. Increasing awareness and recall of Rekorderlig Cider within the millennial target market. Sharon Michaels from Forbes magazine explains that by keeping your brand name and message in front of your target market it reminds them who the brand is. Through a multi channel campaign, brands can increase their awareness levels.
YouGov states that Rekorderlig’s target market are millennials. Dan Schawbel from Forbes, writes about millennial consumers. Stating that they rely on social media and blogs, 33% seek out blogs and reviews before making a purchase. Vincent Carlos from PR Daily, states that “pull marketing” is more effective, as millennials are sceptical of being directly marketed to. Jeff Fromm from Forbes suggests that millennials desire brand relationships and by sharing User Generated Content (UGC) brands can create a person to person relationship. O’Connor from Social Media Week states that 84% of millennials say that UGC on a company website or social media platform significantly influences their purchases.
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Concept
Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Focus Phrases
“What happened when I tried making Rekorderlig’s 5 summer cocktails…”
Measurement
Visitors and unique visitors, click throughs to Rekorderlig website, Instagram and Facebook.
Buzzfeed take leading brands products that offer a “try it at home” added value, and have a go, writing an article or a video to document its outcomes . This offers an opportunity to build a personal relationships with consumers as it dose not come across as direct advertising.
The tone of voice is style, refreshing and sophisticated, conveyed visually through a UGC blog to show what happened when one Rekorderlig consumer made some of the Rekordelrig cocktails. The blog has one of the main campaign images but includes four of the consumers attempts. Nigel Huddleston wrote an article on millennials drink choices explains that millennial customers are moving to sweeter drink tastes. The images suggests the fruity, sweet, refreshing flavour of the drinks. The home made attempts show the simplistic but sophisticated nature of the recipes through the glasses, composition of the images and the garnishes.
Marketing Week states that the target audience for Rekorderlig and this blog is millennials (18-24’s). YouGove and Goldman and Sach highlights that its both men and women, who want to ‘break to mould, set trends’ and love entertaining their friends and bringing something new to their friendship group. Schawbel and Olenski also tell us that they enjoy the theatre of making cocktails and enjoy sweeter fruitier drinks.
Schawbel points out that the millennial generation relies on modern media, with research showing that 33% of millennials seek out blogs and reviews before making a purchase. The use of ‘pull marketing’ is more effective, as millennials want to build relationships with brands, and feel special, not part of a mass audience Carlos 2016. This transpires as 43% of millennials valuing the authenticity of user generated content rather than content, as they connect the best with people rather than logos Schawbel.
User generated content
O’Connor highlights that Millenials are most likely than any other generation to share their experiences with others on social media, they value experiences and recommendations of friends, family and strangers! They want to know what people thought of a product, service or experience ! Is it worth them trying, shall I do it too?!
84% of millennials say that User Generated Content (UGC) on a company website or social media influences their purchases. O’Connor furthers this by explaining that the size of the purchase doesn’t matter, millennials will look to UGC before they purchase to get an understanding of what ‘real’ people think not just what the marketing tells them they will experience, service, product.
This audience are very skeptical of being marketed to, Fromm suggests that they want to build a relationship with a brand, they want to feel their personality is being reflected in the brand, by sharing UGC stories brands can create this person to person relationship, not brand to customer relationship.
Awareness- this sponsored advert will be to raise awareness of the product and brand Rekorderlig cider to consumers who may have never come across it before.
Tone of Voice
Style
Refreshing
Sophisticated
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Creative Format
Blog (User generated content story of person who has tried out the cocktails).
Measurement
Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall
Concept
Try these great recipes – Mix with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Semiotic meaning of images
The new images for the new campaign all signify old values, fun, smiles, good times but easy, simplistic, fresh and satisfying. They are all cohesive and fit well together, showing the good things in life, 11,14 show laughter and fun. 12,8,7,10,3,4 show drinks that look refreshing, easily achievable, natural, thirst quenching and delicious, because of the fresh fruit, the ice and the vibrant colours, the glasses and the garnishes are simplistic and easy to do yourself. Images 13,6,2,1 show the old values of life, people spending time with friends doing fun things and enjoying life. These images all celebrate are simplistic, stylistic and rustic, whilst offering a level of sophistication.
I did some research, to look at some sites and posts that use the UGC approach, and brands that are sharing their customers experiences using the products or the campaign they have put together.
Burberry, whilst trying to change the companies age old branding approach, used customers pictures of them wearing a Burberry Trench on “The Art of the Trench” website. Here customers could upload, rate and comment on pictures of how people are wearing the classic trench coat differently.
Greek Yogurt company Chobani, used its customer base to boost sales. They asked
loyal customers to submit pictures and videos praising their yogurt and how they use it in their everyday routine. This content was shared across the company website, billboard and magazines. This allowed their customers to advertise for them and really allow the brand to step away from directly marketing.
Another example is Buzzfeed, they take products from leading brands that offer a “try it at home” added value. This isn’t commissioned by the brand itself but if they carry it out successfully can help to support the real person to real person marketing, rather than a brand forcing marketing onto an audience.
Rekorderlig Discover Something New This Summer Recipe Card – Front
Rekorderlig Discover Something New This Summer Recipe Card – Back
Rationale
Rekorderlig cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town,01 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.
The Challenge
To increase the awareness of the brand Rekorderlig Cider.
The Solution
The introduction of Rekorderlig Cider as a base for summer themed cocktails.
The Result
A predominantly visual campaign showing 5 cocktails that can be made from a base of Rekorderlig cider.
Both the Business Objective and the Position in the Customer Journey are focused on Awareness Raising. To increase awareness and recall of Rekorderlig Cider within the millennial target market. Sharon Michaels a journalist at Forbes magazine explains that by keeping a brand name and message in front of the target market it constantly reminds them who the brand is, through a cohesive campaign spanning multiple channels, brands can increase their awareness.
YouGov states that Rekorderlig’s target market are millennials. Melissa Hoffmann from Adweek highlights that out of all the age demographics millennials are the most likely to try and adopt new products and brands. David Orgel from Supermarket News states that millennials are the most likely generation to look up recipes in store, or follow set cards/information given by brands, allowing them to try new products and recipes, quickly and successfully.
Visual research, demonstrates many different examples of supermarket recipe cards, all showing examples of the finished product on the front, and the ingredients and method on the back. The creative above has taken inspiration from the recipe cards below.
Coconut Cake Recipe Card – Sainsbury’s – in store
Courgette Pasta Recipe Card – Sainsbury’s – in store
Hot Bloody Mary Soup Recipe Card – Waitrose – in store
Pineapple Pizza Recipe Card – Asda – in store
Prawn Stir Fry Recipe Card – Sainbury’s Online
Sainbury’s Recipe Card stand in store
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Concept
Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Measurement
Customers are encouraged to vote online for their favourite recipe for the chance to win all the ingredients to make each of the five cocktails. Voter numbers will help to measure the success of the cards.
The tone of voice is style, refreshing and sophisticated, conveyed visually through a small recipe card with a picture of the chosen Rekorderlig Cider Cocktail, on the front, with text overlay of the logo at the top in a deep pink band and tag line at the bottom. The back has images of corresponding ingredient required, the logo and the tagline at the bottom. Nigel Huddleston‘s article on millennials drink choices explains that millennials are switching to sweeter drinks. The image suggests the flavour of the drink – fruity, sweet and refreshing. The image is simple through the use of the glasses, wooden bench. But also conveying sophistication through the crystal cut glass, the drinks presentation and the overall layout and choice of ingredients examples on the back.
The target audience for Rekorderlig is millennials (18-24’s) both women and men who are trend setters, want to break the mould and are always looking for something new and exciting YouGov Schawbel Olenski.
Melissa Hoffmann 2014 from Adweek highlights that out of all the age demographics millennials are the most likely to try new thing, products and brands, they’re open to adopting “new”.
Laurie Demeritt 2016 a writer for Supermarket News adds that they take a broader approach when they’re grocery shopping, they are always aware of new products, and pay attention to the social and advertising call outs identifying them in store. She states that this creates a interest for expanding their culinary boundaries, and the drives them to try new things at home.
As identified throughout the audience research Portfolio Piece 6 , millennials prize the opinions and experiences of their friends, family and even strangers. Daniel Newman 2015 from Forbes explains that this, and explains that this age group want information quickly, fast and digestible allowing them to read and then do. Point of Sale, will fit in as a prompt to customers as they walk through the supermarket, as they would have already seen one or more of the digital adverts (Instagram, Banner Advert,Blog).
Position in Customer Journey
Awareness- this point of sale will be to raise awareness of the product and brand Rekorderlig cider to consumers who may have never come across it before.
Tone of Voice
Style
Refreshing
Sophisticated
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Creative Format
Six A6 size double sided cards, demonstrating the different cocktail recipes, including an ingredient list
Measurement
Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall
Concept
Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Semiotic meaning of image
Image set up
InDesign
Size: 10cm by 15cm (this can be in mm or cm depending on the image being created)
Resolution: 300 dpi (large enough for printed images)
Bleed: 3mm bleed ( to wrap to the edge of the page )
Colour: CYMK
Research
These are some examples of POS in Waitrose, Sainsbury’s and Tesco. They range from celebrating the shops own collections of products, branded and partnerships between the Rugby World Cup, Sainbury’s and select products. Image Source: Pintrest.
Coconut Cake Recipe Card – Sainsbury’s – in store
Courgette Pasta Recipe Card – Sainsbury’s – in store
Hot Bloody Mary Soup Recipe Card – Waitrose – in store
Pineapple Pizza Recipe Card – Asda – in store
Prawn Stir Fry Recipe Card – Sainbury’s Online
Sainbury’s Recipe Card stand in store
Here are some examples of some recipe cards from Sainburys and Waitrose, they give ingredient and method information quickly and easily digestible Source: Google Images
Draft 1
Draft 2
Draft 3
Rekorderlig Discover Something New This Summer POS Recipe Card – Back Ingredient list
Rekorderlig Discover Something New this Summer – A4 Printed Magazine Advert
Rationale
Rekorderlig cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town, 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.
The Challenge
To increase the awareness of the brand Rekorderlig cider.
The Solution
The introduction of Rekorderlig Cider as a base for summer themed cocktails.
The Result
A visual campaign showing a variety of cocktails made from a base of Rekorderlig cider.
The Business Objective and Position in the Customer Journey are Awareness Raising. To increase awareness and recall of Rekorderlig Cider within the millennial target market. Sharon Michaels a journalist at Forbes magazine explains that by keeping a brand name and message in front of the target market it constantly reminds them who the brand is, through a campaign spanning multiple channels, brands can increase their awareness.
YouGov states that Rekorderlig’s target market is millennials. Research shows their media consumption habits include printed magazines, as well as digital, similar to this campaign. 8 out 10 millennials enjoy the physical interaction of tangible advertising and the visual experience of printed adverts. Nicholas Brown from Brand Knew states that millennials consider printed media to be more trustworthy, therefore creating a stronger emotional connection with the messages conveyed. Katherine Halekwrites for Millennial Marketing, stating that 50% of millennials seek out printed media, and would prefer print to remain a significant factor in their lives.
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Concept
Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Measurement
Measured by the number of people who have registered at Rekorderlig.com for the free mini cocktail set. This also creates an opportunity to capture customer email addresses for future campaigns.
The tone of voice is style, refreshing and sophisticated, conveyed visually through an image of the Rekorderlig cider cocktails. Simple glasses showing the cocktails, on a white table cloth, with a text overlay outlining the recipe, and the tag line “Discover something new this summer you might be surprised…”. A small Rekorderlig bottle in the corner (applicable to the recipe) and a logo. Nigel Huddleston writes an article on millennials drink choices explaining that millennial customers are experimenting with sweeter tasting drinks. The image suggests the flavour of the drink – fruity, sweet and refreshing. The image conveys simplicity and sophistication through the glasses, the table cloth and the image composition. The background is light adding contrast to the drinks making the colour pop, conveying summer, bright sunny days.
Visual Research shows that it is common to have a product shot, logo and brand colours, used with captivating images and text to catch the audiences attention and stand out.
Kotext A4 Magazine Advert
Mcdonalds A4 Magazine Advert
Bacardi A4 Magazine Advert
Stolichnaya Vodka A4 Magazine Advert
Rekorderlig DPS Magazine Advert
Heinz Magazine Advert
Starbucks Magazine Advert
Carona Magazine Advert
Image specifications:
InDesign
Size: 210 mm by 297 mm
Resolution: 300 dpi
Bleed: 3mm
Colour: CYMK
Image (advert) from the sock image library Unsplash
The target audience for Rekorderlig is millennials (18-24’s) both women and men who are trend setters, want to break the mould and are always looking for something new and exciting YouGov Schawbel Olenski .
Howen brings evidence from the study Millennials:An Emerging Consumer Powerhouse that even though we class Millennials as digital natives, “digital savvy” and the generation of social media, nearly half of them now ignore digital advertising, and in fact magazines and print can have a great impression. With half of millennials making a purchase decision due to something they have read in a magazine.
58% enjoy looking at print adverts in physical images
49% made a purchase because of something they saw in a magazine
42% prefer to have a subscription rather than a one off purchase
8 out 10 millennials say that they enjoy the physical interaction of magazines, cards, letters ext as it makes them feel more connected than digital emails, text etc. They enjoy being able to touch, hold and interact with something in their hands not just on a computer, tablet or phone screen.
This all suggests that millennials are still actively affected and seeking out print advertising. In fact Halek highlights that in a JWT survey, it showed that over 50% of millennials would prefer print to remain a significant factor in their lives (even with digital taking over every other aspect of our lives).
Position in Customer Journey
Awareness- this A4 printed advert will be to raise awareness of the product and brand Rekorderlig cider to consumers who may have never come across it before.
Tone of Voice
Style
Refreshing
Sophisticated
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Creative Format
1 A4 magazine advert
Measurement
Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall
Concept
Try these great recipes – Mix with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Image Specifications
This is built on InDesign
Size: 42cm by 59.4cm (this can be in mm or cm depending on the preference and the image being created)
Resolution: 300 dpi (this optimal and large enough for printed images)
Bleed: 3mm bleed (allowing the image to wrap to the edge of the page – no border)
Colour: CYMK (print colours)
Semiotic meaning of image
The product in the glass is red, combined with the ice, condensation, bubbles and fresh fruit, it signifies to the audience that the drink is refreshing, satisfying and thirst quenching, demonstrating the benefit to the consumer of buying Rekorderlig.
The image even suggests the flavour of the drink, fruity, berry flavour and sweet and potentially not alcoholic. Huddelston suggests this would further attract Rekorderlig’s millennial target market. The combination of the pink liquid and the fresh green garnish’s help to add contrast and brighten each colour, making the drink even more attractive, fresh but still easy to make at home.
The background of the image, of a white table cloth, the mint stems and the simplicity of the image suggests a rustic feel, but at the same time the drink looks sophisticated. The image is also light, which suggests summer, bright days (not warm soft light like winter).
Within the research I have done there is always a product in shot, brand colours, and it really stops you and catches your eye.
Kokemuller highlights that print advertising specifically in magazines, offers a great benefit to the brand, as it offers high impact message. Full-page magazine adverts which are rich with colour and visual imagery can attract attention and enhance the visual presentation for a brands products. Further he adds that magazines tend to use glossy finishes, and allow for a large full colour spread, coupled with the use of bleeds allows images to go right to the edge of the page (without a boarder) giving brands an opportunity to really make the product stand out.
Halek points out that even though the death of print was predicted, from my research and looking in depth, it shows that print advertising is still going strong, which demonstrates new potential for innovative, creative advertising concepts.
What type of magazine?
The type of magazine, can have a greater effectiveness if targeted at the right audience (food, fashion). Kokemuller highlights that by advertising a product, brand, service that is closely tied to the magazines theme, the advert will have significantly more success as you are capitalizing on the readers natural interests. Therefore it is key to identify the links between your brand and your reader audience, to gain the most from your advert.
The magazines with the highest circulation (and actively purchased) that fit within the millennial target market include:
Most Read Weekly Magazine – Readership- 15-34 year old women
As the Rekorderlig adverts main objective is to increase awareness of the brand within the millennial demographic, the examples above could be good magazines to target as they all have a millennial readership base. The adverts would catch their eye as it needs to appeal to the things they like. It would be a waste of money and resources to run this advert in a magazine like “Good House Keeping” or “Radio Times” as the demographic dose not fit (there maybe some millennials that purchase these magazines but not enough to justify print a full page colour advert)
Whilst I went through the creative process since in the link above, I have also developed the final look. The image is beautiful and light, with lots of white space, but I wanted the text to run over the middle. I therefore needed to play with how to make the text more prominent and readable. I did some research, looking at the way I have used text in the other portfolio pieces, and some other examples.
Bacardi A4 Magazine Advert
Mcdonalds A4 Magazine Advert
Kotext A4 Magazine Advert
From the research, I really like how each of these examples use type in different ways. With some making space for the type and others using type as an overlay. With all though the type is prominent and legible.
Rekorderlig, Discover Something New This Summer – Sky Scraper – First PhaseDiscover something new this summer- Sky Scraper- Second phase
Rationale
Rekorderlig cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town, 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.
The Challenge
To increase the awareness of the brand Rekorderlig Cider.
The Solution
The introduction of Rekorderlig Cider as a base for summer themed cocktails.
The Result
A predominantly visual campaign showing 5 cocktails that can be made from a base of Rekorderlig cider.
The Business Objective and the Position in the Customer Journey are Awareness Raising. Increasing awareness and recall of Rekorderlig Cider within the millennial market. Sharon Michaels a journalist at Forbes magazine explains that by keeping a brand name and message in front of the target market, it constantly reminds them who the brand is, through a cohesive campaign spanning multiple channels brands can increase their awareness levels.
YouGov states that Rekorderlig’s target market are millennials. Jason Parks from Millennials Marketing highlights that many sites that feature moving banner adverts also attract a significant millennial market BuzzFeed, The Daily Mail, OK Magazine, Hello Magazine, and Facebook. George Moreria from Target Marketing points out that millennials want to know what benefits a brand can give them, therefore the benefit needs to be upfront and easily consumed, with little work, switching banner adverts work well here to get across simple information quickly and easily.
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Concept
Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Measurement
Click through numbers to the Rekorderlig website from the call to action button and the length of time spent on page showing advert.
The tone of voice is style, refreshing and sophisticated, conveyed visually through two switching banners. Both use the same image of 4 Rekorderlig cocktails, garnished with mint, cucumber and bright pink grapefruit slices, half a grape fruit, a Rekorderlig logo at the bottom and a call to action button for more recipes. The first image has a text over lay with the tag line “Discover something new this summer you might be surprised…”, the second images text overlay states the ingredients. Nigel Huddleston from the Morning Advertiser wrote an article on millennial drink choices, explaining that they are enjoying sweeter tasting drinks. The image above suggest the flavour of the drinks – fruity, sweet and refreshing. The image conveys simplicity, through the glasses, the loose presentation of cocktails, but also style and sophistication through the marble background, the colours and the composition of image.
Visual Research, the Deliveroo case study explains that Deliveroo who target millennials have had a large campaign of static, and moving digital banner ads, with great success. Demonstrating they are effective with the millennial market. These and the examples below have inspired the Rekorderlig advert.
The target audience for Rekorderlig is millennials (18-24’s) both women and men who are trend setters, want to break the mould and are always looking for something new and exciting YouGov Schawbel Olenski .
Buzzfeed highlights that a lot of sites that feature banner adverts; The Daily Mail, OK Magazine, Hello Magazine, Buzzfeed and Facebook also attract a large millennial target market, with significant click throughs from these banners. The lay out of these websites is optimal for banner adverts.
Rogers adds that there was a trend for ‘aggressive adverts’ attempting to really grab the audiences attention, however this has caused millennials to switch off. Therefore there is now a need for brands to get more innovative, creative and less intrusive with their digital adverts….to recapture the millennial markets attention.
Further Moreira reminds us that millennials are always wanting to know what benefit you can give them, offer something valuable. The information, the benefit and the gain needs to be upfront and simply consumed, with little work to digest it.
Position in customer journey
Awareness- this banner advert will be to raise awareness of the product and brand Rekorderlig cider to consumers who may have never come across it before.
Tone of voice
Style
Refreshing
Sophisticated
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Creative format
Wide skyscraper banner advert
Measurement
Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall
Concept
Try these great recipes – Mix with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Semiotic mean of image
The image above is very light coloured, pastel pinks and greens from the grapefruit, mint, and cucumber. These colours suggest freshness, lightness and that the benefit from drinking it is that it will quench your thirst. The lightness of the whole image signifies to the audience that that the drink is being drunk in natural light, outside, in the afternoon and outside. All of these help to signify to the reader freshness and summer.
The focus on fruit in the drinks, signifies to the audience natural, fresh, and gives them an idea of the flavours they can expect. Further the way the drinks are presented (little bits of mint leaves, chunks of grapefruit and cucumber) signifies that the drinks are easily made and rustic but also sophisticated.
The main focus of this image is the glasses, the ingredients and the drink itself, this stops the audience focusing on anything else but the product. It also suggests that all you need are these ingredients, this is all the product is, the brand is…simple, rustic and fresh.
Deliveroo case study – Deliveroo are a food delivery service, targeting millennials and above. Since there creation they have had a large campaign of static, reactive and moving digital banner ads, with great success.
Shaoolian highlights that its important to have a clear logo that makes it obvious who you are so the consumers do not confuse your brand with others. He also offers a good reminder that it key to keep everything simple, the imagery, the messaging, whilst remaining persuasive. Finally the most important is a clear call to action offering an obvious place to click to find out more about the brand and the product.
This research above has given me some ideas and some key points to include in my Rekorderlig banner advert. The Deliveroo Case study has also shown how successful a banner advert can be if kept simple and colourful.
Draft ideas
These are the first couple of ideas I played around with. I really like the picture that was used as the background. However it made it really difficult to see the text, what it said and to capture the audiences eye. Therefore I need to have a rethink about how to use this particular image.
Text overlay Research
This research has inspired me to use the block of colour or translucent box to help make the text stand out and allude to the background not worry about it cutting the picture off too much.
I have created 3 mood boards to visually demonstrate the differences between Rekoderlig and it’s competitors imagery, and the development behind the choice of new images to support my new campaign.
This blog article will analyse the semiotics of Rekorderlig’s current imagery, competitors imagery and images for the new campaign I am going to create.
The dictionary defines semiotics as “thestudyofsignsandsymbolsaselementsofcommunicative behaviour;theanalysisofsystemsofcommunication,aslanguage,gestures,orclothing.” So semiotics is the study of signs and what they mean to their audience. It’s important to note that different signs, images and symbols mean different things to different people. For example if someone thinks of the word dog, I see my four dogs at home, but others see different dogs, maybe their own or a ‘classic,stereotypical dog’. So we must bare this in mind when creating images for our audience.
Analysis of Rekorderlig’s current imagery
Colour
Across all of Rekorderlig’s imagery red is a main colour, in the posters and logo (6,9) but also in the colour of the drinks (10,2,8). Interestingly Rekorderlig flavours are not all red liquid but a yellow classic cider colour or even clear. The Meanings of Colour states that Red works well at grabbing the audiences attention, as throughout history red has signified passion, love, danger, anger and energy, all of these are very powerful associations deep rooted. Which would make Rekoderlig’s imagery eye catching, interesting and making the consumer want to look closer and find out more.
Illustrations
The labels on the bottles and cans (6,7,4) are illustrations, which are simplistic, look hand drawn and are on-top of a off white background. Signifying rustic, natural and easy product and brand that could be enjoyed at any time easily without any hard work.
Freshness
2,8 & 10 show the product red and fruity looking, with ice, condensation, bubbles and fresh fruit, this signifies to the audience that the drink is refreshing, satisfying and thirst quenching. The image even suggests the flavour of the drink, fruity and sweet and potentially not alcoholic. Huddelston suggests this would further attract Rekorderlig’s millennial target market.
Finally all the images, the backgrounds and plastic cups of 2, 10, 1 & 8 (the wood, the festival) and 7 (the people having fun smiling) all suggest a rustic, easy, satisfying life, that you can enjoy a satisfying, upmarket drink but without little effort.
Analysis of competitor imagery
Bulmers (10,11,12)
The Bulmers imagery 11 and 12 includes a spectrum of colours in the bottles, background and the typefaces, which are very bright, clashing, and busy! It is attention grabbing, and stand out. However image 10 is more natural looking with a sun set background, which is less like 11 and 12.
Kopparberg (1,2,4)
Image 1 displays the sleek combination of contemporary and traditional, the type faces and dark colours in the labels, are old style but with a new modern twist to attract younger consumers. Colour Psychology states that black normally has negative connotations, particularly in relation to food and drink, making it an interesting choice for a label, however it can also mean strength, authority, elegance and formal, which may add strength to a product that is fruity sweet flavoured cider. The images are simplistic, with just the bottles (1), the product, the fruit inside (4) and even just the glass, focusing on the brand but not enticing the consumer with what they think it tastes like. In comparison to the other brands this is most simplistic and ‘quite’ imagery.
Old Mout (7,8,9)
The use of vivid colour on a white back ground makes the product a greater focus, so it can’t be missed or lost in a busy background. Image 9 has illustrations of the fruit that is in all the flavours, demonstrating to the audience that that is all that is in the product. The type face (7,8) is bold and simple, easy to read,and suggests that they want to be different, and are new and exciting. Images 7 and 8, are all black and white, signifying simplicity, the only colour is the bottle/the product drawing the audiences eye to the product, signifying its importance and the bright, colourful tastes being inside, in the drink.
Strongbow (3,5,6)
Strongbow has two products, a dark fruits and a citrus edge. Dark fruits uses lots of dark images, dark purple, dark green and black, to emulate the name of the product. Colour Psychology states that purple signifies power, nobility, mystery and magic. This also matches the brambles intertwining the can in image 6, which makes it look magical but in a dark evil fairy tail way. Further the brambles and the particular colour purple reinforce the fruit blackberry, which is a key flavour and ingredient, telling the audience exactly what the product tastes of. The citrus edge image (5) with the lemons and limes demonstrates what is in the product again, but the snake demonstrates that the product has a bite and is sour. In comparison this image is much lighter and brighter, which signifies that it’s light and refreshing.
Each competitor has a very particular style in their choices of imagery. They are all very different to each other and also to Rekorderlig to help differentiate themselves as they all sell very similar products.
Analysis of new campaign imagery
The new images for the new campaign all signify old values, fun, smiles, good times but easy, simplistic, fresh and satisfying. They are all cohesive and fit well together, showing the good things in life, 11,14 show laughter and fun. 12,8,7,10,3,4 show drinks that look refreshing, easily achievable, natural, thirst quenching and delicious, because of the fresh fruit, the ice and the vibrant colours, the glasses and the garnishes are simplistic and easy to do yourself. Images 13,6,2,1 show the old values of life, people spending time with friends doing fun things and enjoying life. All of these images have a style that is different to competitors.
Rekorderlig, Discover Something New This Summer, Sponsored Instagram Advert.
Rationale
Rekorderlig cider is a Swedish fruit flavoured cider created in 1996, that is still brewed today in its home town. 6 different flavours are available ranging from Strawberry and Lime to Pear. A 2017 Mintel Cider Report highlights that Rekorderlig only has a 3% market share within the UK Cider Market. In comparison to Strongbow, Bulmers and direct competitor Kopparberg, this small market share offers many challenges in gaining sales and brand awareness.
The Challenge
To increase the awareness of the brand Rekorderlig Cider.
The Solution
The introduction of Rekorderlig Cider as a base for summer themed cocktails.
The Result
A predominantly visual campaign showing 5 cocktails that can be made from a base of Rekorderlig cider.
The Business Objective and the Position in the Customer Journey are Awareness Raising. Increasing awareness and recall of Rekorderlig Cider within the millennial target market. Sharon Michaels a journalist at Forbes magazine explains that by keeping your brand name and message in front of your target market it constantly reminds them who you are, through a cohesive campaign spanning multiple channels, brands can increase their awareness levels.
YouGov states that Rekorderlig’s target market are millennials. Avocado Social highlights that 39% of Instagram users are within the millennial demographic, and over half check social media as soon as they wake up, creating a guaranteed daily audience. Jules White highlights that 40% of consumers respond significantly better to pictures than text, Maija Palmer, writer for the Financial Times adds that strong imagery and minimal copy are the most effective. An article written by WARC called “Inspire with Instagram” reports 29% of users said that Instagram helps them to discover new things, and 53% specifically use Instagram to seek out new content, making Instagram an optimal channel for millennials and for an awareness raising campaign.
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Concept
Use Rekorderlig Cider to make these great recipes – Mix Rekorderlig Cider with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Measurement
Number of likes and comments on the sponsored adverts, number of increased followers for Rekorderlig Instagram and click throughs to the Rekorderlig website.
The tone of voice is style, refreshing and sophisticated, conveyed visually through Rekorderlig cider cocktails, on a wooden table with a brick background, a text overlay outlining the recipe, with the tag line “Discover something new this summer… you might be surprised” and a small Rekorderlig logo in the corner. Nigel Huddleston from the Morning Advertiser explains that millennials are enjoying sweeter tasting drinks. The image above suggest the flavour of the drink – fruity, sweet and refreshing. The image conveys simplicity, through minimalism of the image, the glasses, wooden bench and brick back drop, but also style and sophistication through the glasses and the drinks presentation.
Visual Research showed sponsored Instagram adverts are eye catching, have easy digestible information and click through buttons for information. Examples use text overlay in different ways to capture the audiences attention and inform. This research has inspired the advert above.
The target audience for both Rekorderlig and instragram is millennials (18-24’s) both women and men who are trend setters, want to break the mould and are always looking for something new and exciting YouGov Schawbel Olenski .
In 2016 Instagram announced that is now has more than 500 million users, with 95 million photos being share per day, 3.5 billion likes every day and 38.4% of users are within the millennial age bracket (16-24) Murgia and Avocado Social . Over half of 18-24 year old’s check their social media times lines as soon as they wake up, this means that there is an allotted time where this audience is scrolling through Instagram with no interference. Allowing for a great opportunity to capture their interest with a sponsored Rekorderlig advert Avocado Social.
This target audience has an equal split between male and female users White, ensuring that neither gender is missed and both are targeted simultaneously. Moreover the execution of the sponsored advert works with text layered over the top is perfect for Instagram, as users are 40% more receptive to pictures and basic text, sparking interest and click throughs to the Rekorderlig website Palmer;White.
Images on Instagram are perceived by users as 2.8x more imaginative, 2x more creative and 2.8x more distinctive than other social media platforms, fitting to the tone of voice of the sponsored advert and the brand WARC . Further 29% of users said that Instagram helps them to discover new things and ideas, and 53% specifically use Instagram to seek out new content and ideas, making Instagram a good tool to use for this target audience WARC.
Position in Customer Journey
Awareness- this sponsored advert will be to raise awareness of the product and brand Rekorderlig cider to consumers who may have never come across it before.
Tone of Voice
Style
Refreshing
Sophisticated
Message
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.
Creative Format
Instagram sponsored advert
Measurement
Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall.
Concept
Try these great recipes – Mix with ice and fresh ingredients and serve as a sophisticated summer drink. Easy to make. Friends will love it.
Semiotic meaning of image
The product in the glass is red, combined with the ice, condensation, and fresh fruit, it signifies to the audience that the drink is refreshing, satisfying and thirst quenching, demonstrating the benefit of buying Rekorderlig. The image even suggests the flavour of the drink, fruity, berry flavour and sweet and potentially not alcoholic. Huddelston suggests this would further attract Rekorderlig’s millennial target market. The combination of the bright red liquid and the fresh green garnish’s help to add contrast and brighten each colour, making the drink even more attractive, fresh but still easy to make at home.
The background of the image, with the wood,and brick wall, gives an outside feel, whilst being sophisticated. The scattered ice, fresh fruit and vintage/picnic style water bottle suggest a simplistic style and a casual gathering of people, a low key party, or gathering of people, a setting to enjoy with friends, helping the audience to imagine and picture where they will be, the fun they will have when they drink Rekorderlig.
Size: 1080px by 1080px (This is the size that is required for all Instagram images)
Resolution:72 dpi (this optimal resolution for all digital images)
Colour: RGB (digital colours)
Research
These websites offer an interesting insight into successful Instagram adverts and what is it that makes them successful. They all state that images should be enticing, and intriguing for the audience, text should be minimal and it should be obvious who the brand is through the use of campaign cohesion and logos.
This Instagram post will sit nicely into new Rekorderlig campaign, it will be eye catching and support the blog, POS and directed traffic to the Rekorderlig recipe website, creating a cohesion.
This research has given me inspiration for an image that is eye catching, bright, gives easy digestible information up front, but offers more for the interested consumers.
Draft idea
These are the first drafts of the Instagram sponsored advert, the image is too busy in the background, whilst it’s nice, it doesn’t offer any space to make the words the stand out. I think I will change the image.
I’m going to try overlaying the text using translucent boxes, to help the text stand out, I’ve done a bit of research and these were my favorite.
Text overlay research
Pet Box Sponsored Instagram Advert
The research show’s that there are many ways to overlay text, using box’s with a translucent black or white, strategically placed type or a complete overlay with a funky text.These have inspired me to use the boxes with the a translucent affect to really make the text pop.
To increase Rekorderlig’s current market share from 3% to 5% in the UK Cider market (Mintel 2016)
To increase awareness and recall of the brand Rekorderlig within the millennial target market from 47% to 60% (Mintel 2016a)
Increase Instagram followers from 15.6k to 20k, increasing followers by 4.4k (Instagram 2016).
Audience Research
The target audience for both Rekorderlig and instragram is millennials (18-24’s) both women and men who are trend setters, want to break the mould and are always looking for something new and exciting (YouGov 2016; Schawbel 2016; Olenski 2016).
In 2016 Instagram announced that is now has more than 500 million users, with 95 million photos being share per day, 3.5 billion likes every day and 38.4% of users are within the millennial age bracket (16-24) (Murgia 2016; Avocado Social 2016). Further over half of 18-24 year old’s check their social media times lines as soon as they wake up, this means that there is an allotted time where this audience is scrolling through Instagram with no interference. Allowing for a great opportunity to capture their interest with a sponsored Rekorderlig advert (Avocado Social 2016).
Within this target audience there is a equal split between male and female users (White 2016) this will ensure that neither gender is missed and both are target simultaneously. Moreover the execution of the sponsored advert works with text layered over the top is perfect for Instagram, as users are 40% more receptive to pictures and basic text, sparking interest and click throughs to the Rekorderlig website (Palmer 2015;White 2016).
Images on Instagram are perceived by users as 2.8x more imaginative, 2x more creative and 2.8x more distinctive than other social media platforms, fitting to the tone of voice of the sponsored advert and the brand (WARC 2016). Further 29% of users said that Instagram helps them to discover new things and ideas, and 53% specifically use Instagram to seek out new content and ideas, making Instagram a good tool to use for this target audience (WARC 2016).
Position in Customer Journey
Awareness- this sponsored advert will be to raise awareness of the product and brand Rekordelig cider to consumers who may have never come across it. Demonstrating the vibe of the brand through consistent branding and tone of voice all educating the consumer on the surprising benefits gained from buying and drinking Rekorderlig cider
Tone of Voice
Light hearted
Personable/real
Discovery
Message
Discover something different this summer with Rekorderlig
Creative Format
Instagram sponsored advert
Measurement
Analysis of likes of sponsored adverts
Analysis of followers pre campaign, during and post
Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall.
Analysis of unique visitors and visitors to Rekorderlig website
To increase Rekoderlig’s current market share from 3% to 5% in the UK Cider market (Mintel 2016)
To increase awareness and recall of the brand Rekorderlig within the millennial target market from 47% to 60% (Mintel 2016a)
Increase traffic to Rekoderlig website
Audience Research
The target audience for Rekorderlig and this blog is millennials (18-24’s). Both men and women who want to ‘break to mould, set trends’ and love entertaining their friends and bringing something new to their friendship group. They enjoy the theatre of making cocktails and enjoy sweeter fruitier drinks (YouGov 2016; Schawbel 2016; Olenski 2016).
The millennial generation relies on modern media, with research showing that 33% of millennials seek out blogs and reviews before making a purchase. The use of ‘pull marketing’ is more effective, as millennials want to build relationships with brands, and feel special, not part of a mass audience (Carlos 2016). This transpires as 43% of millennials valuing the authenticity of user generated content rather than content, as they connect the best with people rather than logos (Schawbel 2016).
Position in Customer Journey
Awareness- this blog will be to raise awareness of the product Rekordelig cider to consumers who may have never come across the brand. Demonstrating the vibe of the brand through consistent branding and tone of voice all educating the consumer on the benefits gained from Rekorderlig cider.
Tone of Voice
Fun
Personable/real
light hearted
Message
Discover something different this summer with Rekorderlig
Creative Format
Blog post
Measurement
Analysis of market share prior to blog post (campaign) and at regular intervals whilst campaign is running, and finally tracking when the campaign ends.
Survey’s online to millennials/ focus group market research pre and post campaign to measure millennial awareness and recall.
Analysis of unique visitors and visitors to Rekorderlig website
The new images for the new campaign all signify old values, fun, smiles, good times but easy, simplistic, fresh and satisfying. They are all cohesive and fit well together, showing the good things in life, 11,14 show laughter and fun. 12,8,7,10,3,4 show drinks that look refreshing, easily achievable, natural, thirst quenching and delicious, because of the fresh fruit, the ice and the vibrant colours, the glasses and the garnishes are simplistic and easy to do yourself. Images 13,6,2,1 show the old values of life, people spending time with friends doing fun things and enjoying life. These images all celebrate are simplistic, stylistic and rustic, whilst offering a level of sophistication.
videos praising their yogurt and how they use it in their everyday routine. This content was shared across the company website, billboard and magazines. This allowed their customers to advertise for them and really allow the brand to step away from directly marketing.
The image above is very light coloured, pastel pinks and greens from the grapefruit, mint, and cucumber. These colours suggest freshness, lightness and that the benefit from drinking it is that it will quench your thirst. The lightness of the whole image signifies to the audience that that the drink is being drunk in natural light, outside, in the afternoon and outside. All of these help to signify to the reader freshness and summer.
The product in the glass is red, combined with the ice, condensation, and fresh fruit, it signifies to the audience that the drink is refreshing, satisfying and thirst quenching, demonstrating the benefit of buying Rekorderlig. The image even suggests the flavour of the drink, fruity, berry flavour and sweet and potentially not alcoholic. 
Emily Coppen - Scrapbook 
Rekorderlig is more than just a cider, it is ‘The Cider’ to drink this summer.