Advertising/ Programme Proposal

Advertising Proposal

Name: Grace Beard              Date: Friday 15^th Feb 2019

TITLE:	Irn Bru Get's You Through
LOGLINE:
An energy rescuing drink which quenches the thirst of those driven to the danger zone of their enemy - hard work!
PURPOSE AND AIMS:
Our aim is to show the audience that there is a beverage that is there for them in their hour of need - giving them energy when they most need it. Also, it’s unique and indescribable taste is one of which we all know and love - as well as the reasonable price that can cheer anyone up.   Additionally, the campaign will leave the audience believing that Irn Bru will give them the motivational kick that they need and want - whether it is for work, school, college or life in general.   Furthermore, we want the advert to be as memorable as possible so that once the audience see it, it will linger within their mind - they may mention it to a friend or colleague.
TARGET AUDIENCE:
Irn Bru is the type of beverage that can be distributed to anyone - any age or gender. However, the product’s primary target audience is mostly known to be teenagers and young adults in need of a tasty and energising drink to support their life styles. The secondary audience would be those who are connected to the primary target - parents, friends, etc.   Connecting to the four C’s, the advert may connect mostly with the explorers and the succeeders as it is connected to working their way around or through a challenge.
RATIONALE:
How difficult is it for someone to find a drink that shares all four most wanted and important components?? A delicious yet unique taste that makes the buyer yearn for more, an easily transportable form of packaging (bottle/can), a reasonable and manageable price, it isn’t completely over powered by a large amount of sugar, and the energising high that the product releases during exhausting moments.   All drinks have at least one of these factors, but never all of them. Except for Irn Bru. I want people to know and hear about this beverage as so many are missing out; to do this, I wish to expand the Irn Bru’s advertisement.
KEY IDEAS:
To this day, the manufactures of Irn Bru continue to reduce the amount of sugar within the product - it was estimated that by January 2018, Irn Bru will contain approximately 50% less sugar.   Additionally, a multiple of versions of the beverage allows the consumer to decide upon how much sugar they wish to have within their drink: a normal Irn Bru, Irn Bru Xtra, sugar free Irn Bru. Containing a popular and delicious taste with less sugar is exactly what the buyers want!   The beverage is mostly remembered for its indescribable and unique taste - no one can explain its incredible flavour other than “it’s just Irn Bru”. Not many drinks give their consumers a difficultly in describing their taste - this makes the beverage even more memorable.   We are going to be making a 30 second video to advertise Irn Bru. It will be a horror themed advert, based within a high school / college classroom - this allows the primary target audience to relate to what they are viewing. The horror aspect will make the advert more interesting so that people will stop to watch it. When the character who consumes the product beings to glow, it may be a comedic sight; it will linger in the audience’s mind. Overall, the advert will be memorable.