Britvic Brief dissection

For the last brief I decided that I would dissect the brief for Britvic J2O. Since I'm not here to follow the rest of the module and time was running out, dissection only up to the point where you put together a proposal was sufficient.

Problem identification:
There is an immature image regarding the drink, "chavvy" as they put it themselves.
What do they want me to do:
Redesign the packaging while still containing the message that the drink consists of two blended fruits. Logo still placed clearly in sight.
What are they trying to achieve?
Probably aiming for a bigger market through a new, more fresh design.
Who will benefit?
The company most probably.
What is the message?
That the drink, even though it's a (blended) juice, it's not only suited for children. It's a sophisticated drink meant for every age group.
What is the audience:
25-35 year olds, confident, prefer regular drinks over alcohol when getting together.
How will the message be delivered?
Through the new designs that will be visible in shops and bars.

Next series of questions:
Who is the audience, established by Britvic:
25-35 year old men and women who love getting together. Confident, grown up and not shy to drink soft drinks over alcoholic drinks without being frowned upon.
Who should the audience be?
Since they strive to appeal to the grown up audience, to "get rid" of the "childish image", I suggest just the grown ups in general of different age groups. So everybody over age 25, with an established network or not.
Who could the audience be?
Young adults for they are mature enough to appreciate the values set by Britvic, since they want to get rid of the image, choosing an audience of younger children would be inappropriate.
Why are they your audience?
They are consumers as well. Everybody who wishes to drink a juice should rightfully do so, so I don't want to narrow it down to a group with an age difference of ten years.
What does this audience do?
The audience is expected to have a full time job (hence the established network)
Where do they go?
Keeping in mind that they have a full time job, I'd say they would go to pubs to meet up with friends or colleagues outside office hours or in the weekends.
What do they buy?
In pubs: I'd reckon alcoholic beverages on occasion? When not interested in alcoholic beverages I think they'd usually order something fizzy like cola, or perhaps juice. (Is OJ a drink regularly consumed outside of breakfast here in the UK?)
In stores: If not fizzy, probably the first best A-brand juice or perhaps budget. As long as they like the taste.
What do they want to be?
Confident grown ups, in possession of established social networks. Meaning: I think, even though this is the same as the set target audience, this fits it quite well. People want to be confident with a nice group of friends to hang out with.


5 important words:
- Satisfying
- Socialising
- Confident
- Adult
- Mix/Blend of two fruits.

5 important considerations:
- It's a blend of two fruits
- J2O maintaining its consumer recognition is important
- Synonymous use of their colour green
- Stand out
- Visit selling points for inspiration.

5 related products:
- Innocent
- 5Alive
- Tropicana
- POM
- Oceanspray

5 related places:
- Pub
- Supermarkets
- Canteen/cafetaria
- Juice bars (?)
- Cinema (or location of the same setting)

I intend to produce:
A few designs that fit the already existing style, while bringing something new and fresh to the shelves of the supermarkets and cafes.
The content will focus on:
The properties of the drink I'm intending to sell. --> a blend of two fruits
I will be aiming to communicate:
The freshness and appropriateness of the product.
To an audience of:
Sophisticated and confident people. Preferable grown ups to enlarge the already existing audience for the product.