Based on the feedback from the creative directors we decided to keep the concept of tea however change its theme from the greek gods to something more humanist in order to evoke an intimate consumer brand relationship. We quickly decided we wanted to use a brand ambassador and I came up wit the concept of Mr. Potter. a fictional character that we can position to further engage our target audience and ensure they become closely connected to the brand. Utilising the character of Mr. Potter, evokes a more humanist concept as if this expert tea blender has personally created teas for the user, making it more authentic and removing chemical connotations of drugs and danger that currently surround Nootropics. This branding strategy generates a more personable consumer-brand relationship that can be extended into brand loyalty and love.
Mr Potters Character:
The characteristics of Mr. Potter is a British gentleman that is quirky and kind by nature, the strapline 'MR POTTERS MARVELLOUS BLENDS' articulates this quirky personality and implies that there is more than just tea to make this product so amazing. This tone of voice is extended further within a backstory I developed to engage the user with the concept of Mr potter and initiate a brand relationship:
Formally a budding botanist, mr potter took his love of plants and began experimenting with their natural properties as rejuvenative experiences for his friends and family, now with years of fine tuning he offers his services to you in the form of his favourite beverage, TEA. These tea’s are expertly blended with organic nootropics to boost your daily experiences, inviting added energy, focus and other wonderful properties into the day.
Blends:
We created three blends that will fit conveniently within the users typical day. We chose to use all natural nootropics, as this is more appropriate to the natural ethos of the tea concept and will better appeal to the target audience who will be more hesitant to put manmade chemicals into their body.
The Breakfast Tea is designed to be consumed early in the morning and is infused with Huperzine A, a natural Chinese plant that Improves brain function, memory and focus as well as proving energy to set the user kickstarting their day.
The Green Tea is intended for throughout the day when the user needs a 'pick me up', this is infused with L-Theanine, which is a naturally occurring amino acid in Green Tea, increasing this intake of L-Theanine promotes increased brain function, creates added focus and releases stress, which will be beneficial as a daily boost.
Finally the third blend is a Camomile Tea infused with Ashwagandha, a root that has been called “Indian Ginseng" that aids mood, sleep and stress, perfect for unwinding for after a long day and ensuring a restful night sleep.
Audience:
Understanding the audience is key to ensuring the concept works effectively in engaging with the user. For this concept we have identified a slightly older audience, that are starting to feel the effects of raging for the first time but would not consider themselves old yet. Due to the age range of this audience 35 - 50 they will be in established careers with a higher disposable income which justifies the luxury nature of the product. Psychographically this target audience will be sociable, outgoing, and wanting to continue this youthful and high impact lifestyle which creates a natural and appropriate usage for the product which will enable them to maintain this energy and focus they are used to.
No comments:
Post a Comment