Responsive session 2

• 5 most important words
• 5 most important considerations
• 5 related products
• 5 related places

Me vs somebody else

5 most important words
Properly  -  'done -properly'
Guilt-free  -  aspirational
Creative  -  20-35
Conscious  -  Culture
Engagement  -  Faithful

5 most important considerations
How to connect with the audience?
20-35 year olds
When is something done properly?
Guilt free, low calorie, high fiber
How to bring the brand to life?
Appeal to women but not driven by this
How to make people aware of the health-conscious product?
Propercorn logo
How to engage costumers with the product?
Stand out
(It seems both of us interpreted this point very differently. I looked more at the questions I can ask myself regarding of what they ask of me in the brief, while the other person listed what the brief literally says that should be taken in account.)

5 related products
Protein bars  -  Butterkiss
Other snacks like crisps  -  Graze boxes
Bowls (for presentation)  -  Healthy snacks (Holland&Barrett)
Candyfloss  -  Alpro soya
Corn!  -  Free range products

5 related places
Cinema  -  Whole food outlets
Grocery store  -  Super markets
Own home  -  Cinemas
Fair/carnaval/attraction park  -  WH Smith/book shops that sell snacks
Festival  -  Cafes (potentially)


Through this assignment I was able to see how different people can interpret a brief. I think there is no right or wrong way to doing this, for the goal is to keep asking questions to investigate it even further. This is what I hope to do through answering the next questions from the form/questionnaire.

The problems I aim to solve are:

The unawareness of the product. Since the product is fairly new, it's not known very well yet among the general consumers. 

If there are any other places and spaces that can contribute to a better distribution of the product.

If there's anything else that could be improved by the "done properly" ethos, how to bring a brand to life when it's first of its kind.

In order to solve these problems I will:

I will try to create some form of advertisement that will grasp the attention of the people.
I will look into branches of shops that support the "done properly" ethos, so stores that pay attention to whole foods and products for a better wellbeing (ie fairtrade).
I will try and look intro different products and if there's a way possible to make it fit the "done properly" ethos.

I will be aiming to communicate (identify three specific messages, ideas, moods etc):

That it's not just a standard packet of popcorn. It has some interesting flavour combinations that you wouldn't expect in popcorn. It's also supposed to be fun, hence the "guilt-free". You want to enjoy your popcorn (ha! Enjoy, see: is fun) without feeling any consequences. This is also a popcorn that's easy to go, it's is available in small packaging as well big sharing sized packs. 

To an audience of: (Name three characteristics)

Lovers of popcorn, trend-conscious, people who also want to invest in an upcoming brand